Decathlon is stepping into uncharted territory. After quietly testing the waters in 2024, the sports retailer is officially launching a dedicated clothing line designed not for the gym, but for everyday life. Featuring a versatile range of sweatshirts, t-shirts, zip-up jackets, and leggings, the collection caters to men, women, and unisex styles—marking a significant shift for the brand.
Responding to Demand: Decathlon’s Lifestyle Evolution
While Decathlon’s DNA is rooted in sportswear, its new collection isn’t about reinventing fashion—it’s about meeting consumer demand. For years, shoppers have embraced Decathlon’s athletic pieces beyond the gym, effortlessly incorporating them into their daily wardrobes. From down jackets to leggings, the transition was already happening—Decathlon is simply making it official.
So why now? Loïc Movellan, Communications Director at Decathlon Sportswear, offers insight: “Customers have told us that if our products were better suited in terms of fit and color, they’d buy them for everyday wear.” Recognizing this gap, Decathlon is refining its designs to align with modern lifestyle needs.
Fashion-Forward with a Sportswear Edge
Building on the success of its limited-edition lifestyle collections—such as last year’s collaboration with Parisian streetwear brand Starcow—Decathlon is now fully committing to fashion-forward sportswear. Expect looser fits, premium materials, and a fresh color palette that mirrors contemporary trends.
And this is just the beginning. Following the launch of its basics line, Decathlon plans to expand into trend-driven collections, including vintage tennis-inspired pieces (echoing the “Old Money” aesthetic) and outdoor-ready winter wear for 2025—all infused with a stylish edge.
“We’ll adapt based on what resonates with customers,” Movellan explains. The goal? To become a go-to destination for affordable sports-inspired lifestyle wear, competing with premium brands at more accessible prices— hoodies for just €40.
Decathlon is even stepping into footwear, launching three new sneaker styles this March under the tagline: “To run Paris Fashion Week well.” With this bold move, the retailer isn’t just entering the lifestyle market—it’s making a statement.
