What: Decathlon launches its first running-specialised store in Bordeaux, combining proprietary and premium third-party brands with expert services, marking a strategic shift toward category-focused retail formats.

Why it is important: This strategic move capitalises on the growing running market in France, which saw 10% growth to €1.2 billion in 2024, while demonstrating Decathlon's evolution from a general sporting goods retailer to a specialist category expert.

Decathlon is set to open its first running-focused store in central Bordeaux on May 14, occupying a 160-square-metre space at 49 rue Sainte-Catherine. The store will feature a comprehensive range of running products, including both Decathlon's proprietary brands like Kiprun and Kalenji, alongside premium third-party brands such as Hoka, Brooks, Asics, Saucony, Mizuno, and Salomon. Beyond footwear, the store will offer running apparel, nutritional supplements, and connected devices, complemented by technical services including gait analysis for personalised customer advice. This specialised format adds to Decathlon's existing presence in Bordeaux, which includes a city-centre store and four suburban locations. The launch comes as Decathlon reports flat results in France for fiscal 2024 at €4.73 billion, despite global sales growth of 5.2% to €16.2 billion.

IADS Notes: Decathlon's launch of its first running-focused store in Bordeaux in May 2025 represents a significant evolution in the company's retail strategy. This move aligns with broader market trends, as evidenced by the 10% growth in France's running market to €1.2 billion between 2023-2024. The format innovation follows Decathlon's July 2024 launch of its Pulse subsidiary, aimed at developing new business concepts and strategic diversification. The store's mix of proprietary brands like Kiprun and Kalenji alongside premium third-party brands reflects the company's November 2024 shift toward a more lifestyle-oriented strategy, while the inclusion of specialised services such as gait analysis demonstrates their commitment to category expertise. This development is particularly noteworthy as it comes amid Decathlon's broader network optimisation efforts, including the €600 million sale of 90 European store premises in December 2023, suggesting a strategic pivot toward specialised, high-value retail formats.

Decathlon to open first running-focused store