Introducing Decathlon’s New Digital Store

The world’s largest sports retailer, Decathlon, is now a digital-first brand with a best-in-class e-commerce platform.

The French company historically has been synonymous with its physical stores —present in over 70 countries— but we saw an opportunity for the revamped Decathlon.com to inspire people to embrace the joy of sports digitally, from homepage to checkout.

“Decathlon is at a pivotal moment. We’re seeing the adoption of sports accelerate rapidly in new markets and with it, we too are expanding our global presence — not just in terms of our investments in those markets, but in terms of honing in on new and expanded ways to create value for all our customers,” said Decathlon Group CEO, Barbara Martin Coppola. “The Work & Co team has been a close partner in helping us bring our transformational vision to life in digital and helping us set a new standard for best-in-class platforms."

Work & Co partnered with Decathlon’s in-house teams on digital design and front-end development of its digital store. The new ecommerce platform also comes on the heels of a brand refresh by Wolff Olins, helping the company be known as a retailer of sporting goods and an innovator in sports.

Features of the first release include:

• Storytelling and content strategy to create deeper engagement across the journey
• A consistent brand expression and new digital design system
• Cohesive UX patterns that offer a seamless flow in and out of the many categories that make up the Decathlon universe
• Evolution of the company’s tech stack
• Faster checkout for customers, also helping directly impact conversion

“We’ve been working towards digital transformation for some time, but Work & Co uniquely knows how to help an established global brand set a modern foundation that helps the full organization accelerate at a pace that’s not possible without their partnership,” noted Decathlon’s VP of Digital Design, Vinnie Hendriks.

For Work & Co, the launch of Decathlon’s new e-commerce platform is backed by deep experience in the retail and sports sector. Recent launches include new web and mobile platforms for famed tennis tournament BNP Paribas Open, and new innovations for Gatorade and the PGA TOUR.

“What’s especially rewarding and unique about Decathlon’s approach is it’s not tied to aspiration or performance, but about doing sports your own way," said Work & Co Design Partner Dever Thomas.

Added Work & Co Strategy Partner Dawn Moses: “It’s inspiring to collaborate with such an iconic brand and committed group of leaders who share our passion for creating exceptional digital experiences that adapt to meet the dynamic needs of people everywhere.”

Visit decathlon.co.uk.