The French Brand, Decathlon, unveiled its newest store within Joburg’s Mall of Africa on 28 November 2024. Essentially, this is part of the brand’s goal to grow its presence and global corporate identity in South Africa.
Decathlon has a global vision to create safe, inclusive and accessible sportswear and sports gear. All levels of sport enthusiasts, all types of physical activity and all sorts of sport-based experience are welcome at Decathlon.
Founded in 1976, the French brand now has over 1700 stores across 70 countries. They offer technical, high-quality sporting goods for over 80 sporting categories. Through their product offering and brand reputation, they aim to promote health, wellness and fitness globally.
Monique Steenkamp, Marketing and Communications Leader at Decathlon SA, says: “We aim to transform Decathlon South Africa’s footprint with our new global concept and provide our customers with a unique in-store experience, featuring sleek fixtures, technical and interactive showrooms and a vast selection of sportswear and equipment for every South African – from beginners to seasoned athletes. This is our 4th store in South Africa.”
Decathlon’s latest South African store is based in the heart of Mall of Africa. It is the first store of its kind as it embodies Decathlon’s new global purpose: Move People Through The Wonders of Sport.
Steenkamp says: “Decathlon’s striking new brand identity reflects our ambition while celebrating its past. Along with a dynamic blue, it now welcomes a new brand icon – The Orbit – expressing movement, the ambition to reach new heights and circularity, which is at the heart of Decathlon’s sustainable business model.”
The store spans over 1000 square metres and has a focus on South African favourites like hiking, swimming and Padel. However, it is not limited to these, as it offers access to over 30 different sports and 2000 products.
Decathlon has also introduced a membership programme. This allows customers to earn points with every purchase or through participation in weekly sports activities and events. Eventually, these points are converted into vouchers.
Decathlon’s new tagline, Ready to play? encapsulates the store’s objective and aim in South Africa. Together with their new innovative store layout and interactive spaces, Decathlon is paving its way in South Africa.
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