DECATHLON: HOW A FRENCH SPORTS STORE BECAME A GLOBAL GIANT
Decathlon began in 1976 in Lille, northern France, after French entrepreneur Michel Leclercq had a radical idea: what if one store could sell equipment for every sport at affordable prices? At the time, most sports products were expensive and sold in specialised shops. Leclercq believed sport should not only be for wealthy people or professional athletes. His vision was simple but revolutionary — “all sports under one roof.” The first Decathlon stores offered products for football, cycling, hiking, swimming, tennis, skiing, camping, and many other activities. Instead of focusing on luxury branding, the company focused on accessibility. Families, students, amateur athletes, and casual sports enthusiasts suddenly had access to equipment that was both affordable and practical. But Decathlon’s real innovation was not just low prices — it was vertical integration. Instead of depending entirely on famous international brands, the company created its own specialised labels such as Quechu...