Decathlon: The Rise of an International Sports Empire

 Decathlon is one of the world’s largest sporting goods retailers. The company was founded in 1976 in Lille, in northern France, by Michel Leclercq, a French entrepreneur who believed that sport should be accessible to everyone, regardless of their income or background.

At the time, many sports products were expensive and often sold in specialized shops. Leclercq had a revolutionary idea: he wanted to create a single store where customers could find equipment for many different sports at affordable prices. His vision was simple but ambitious — “all sports under one roof.”

The first Decathlon store offered products for a wide variety of activities, including football, cycling, hiking, swimming, tennis, skiing, and camping. Unlike many competitors, Decathlon focused on combining quality with low prices. This strategy attracted families, amateur athletes, and casual sports enthusiasts.

One of the company’s greatest innovations was the development of its own brands. Instead of relying only on famous international labels, Decathlon created specialized in-house brands such as Quechua for mountain sports, Kipsta for team sports, Domyos for fitness, and Btwin for cycling. By designing and manufacturing its own products, the company reduced costs and maintained control over quality.

Decathlon expanded rapidly throughout Europe during the 1980s and 1990s. Later, the company entered markets in Asia, Latin America, and Africa. Today, Decathlon operates in more than 70 countries and employs tens of thousands of people worldwide.

Spain has become one of Decathlon’s most successful markets. The company opened its first Spanish stores in the 1990s, and Spanish consumers quickly embraced the brand because of its affordable prices and broad product range. Decathlon stores are now present in major cities and smaller towns across Spain. The company is especially popular among families, runners, cyclists, hikers, and football players.

Several factors explain Decathlon’s success in Spain. First, Spain has a strong sporting culture, with millions of people participating in outdoor activities thanks to the country’s climate. Second, during economic crises, many consumers looked for lower-cost alternatives to premium sports brands. Decathlon provided reasonably priced products without sacrificing too much quality.

Another important reason for the company’s growth is innovation. Decathlon invests heavily in research and development. The company regularly introduces practical products, such as lightweight camping equipment, easy-to-assemble tents, and affordable electric bicycles. Many of these products are designed with ordinary consumers in mind rather than professional athletes.

Furthermore, Decathlon has adapted to modern shopping habits by investing in e-commerce and digital technology. Customers can buy products online, check store availability, and use mobile applications to improve their shopping experience.

However, the company has also faced criticism. Some environmental organizations argue that large retailers contribute to overconsumption and waste. Others have criticized labor conditions in global manufacturing chains. In response, Decathlon has launched sustainability initiatives, including recycling programs and efforts to produce more eco-friendly products.

Despite these challenges, Decathlon remains one of the most influential sports retailers in the world. Its success demonstrates how a clear vision, affordable pricing, innovation, and accessibility can transform a small local business into a global enterprise.

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Part 3 – Reading Comprehension

A. True or False

1. Decathlon was founded in Spain.
2. The company originally focused only on professional athletes.
3. Decathlon manufactures some of its own products.
4. Spain is considered one of Decathlon’s strongest markets.
5. Environmental criticism has never affected the company.

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B. Answer the Questions

1. What was Michel Leclercq’s original vision for Decathlon?
2. Why were Decathlon’s own brands important for the company’s growth?
3. Why did Spanish consumers respond positively to Decathlon?
4. How has Decathlon adapted to digital shopping habits?
5. What criticisms has the company received?
6. Which factor do you think contributed most to Decathlon’s success?

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Part 4 – Vocabulary Match

Match the words with their definitions.

Word	Definition
1. Entrepreneur	A. Able to be reached or used by many people
2. Affordable	B. A person who starts and manages a business
3. Innovation	C. The act of buying too many unnecessary products
4. Accessible	D. New ideas or methods
5. Expansion	E. Not too expensive
6. Sustainability	F. Growth into new markets or areas
7. Overconsumption	G. Environmentally responsible development

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Part 5 – Synonym Match

Match the words from the text with a synonym.

Word	Synonym
1. Ambitious	A. Shoppers
2. Maintain	B. Practical
3. Consumers	C. Preserve
4. Reasonably priced	D. Successful
5. Influential	E. Determined
6. Ordinary	F. Affordable
7. Successful	G. Average

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Part 6 – Collocations

Complete the collocations using the words below.

vision – market – product – customer – sporting – digital – global

1. _________ range
2. _________ experience
3. _________ culture
4. _________ technology
5. _________ enterprise
6. _________ vision
7. _________ expansion

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Part 7 – Discussion & Critical Thinking

Discuss the questions in small groups.

1. Do you think low prices are more important than high quality?
2. Can a global company remain environmentally responsible?
3. Why do some brands become extremely popular in Spain?
4. Would Decathlon be as successful without its own brands?
5. What are the advantages and disadvantages of large international retailers?
6. Do you think physical stores will disappear in the future?

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Part 8 – Role Plays

Role Play 1 – The Business Meeting

Student A

You are a Decathlon executive who wants to open new stores in South America. Explain why the expansion would be profitable.

Student B

You are an investor who is worried about competition and environmental criticism. Ask difficult questions.

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Role Play 2 – Customer Experience

Student A

You recently bought sports equipment from Decathlon and had an excellent experience. Explain why.

Student B

You had a disappointing experience with a sports retailer. Compare it with Student A’s experience.

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Role Play 3 – Debate

Topic:

“Large international retailers are damaging local businesses.”

One student agrees with the statement and the other disagrees.

Use examples, arguments, and counterarguments.

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Part 9 – Business English Focus

Useful Expressions for Business Discussions

Expressing Opinions

• In my view...
• From a business perspective...
• I strongly believe that...
• It seems clear that...

Agreeing

• I completely agree.
• That’s a valid point.
• You’re absolutely right.

Disagreeing Politely

• I see your point, but...
• I’m not entirely convinced that...
• Another way to look at it is...

Negotiating

• Would you consider...?
• What if we focused on...?
• We could compromise by...

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Part 10 – Writing Task

Option A – Opinion Essay

Write 250–300 words on the following topic:

“Affordable companies like Decathlon are more beneficial to society than luxury sports brands.”

Discuss both sides and give your opinion.

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Option B – Business Report

Imagine Decathlon wants to enter a completely new country.

Write a short report explaining:

• Why the country would be a good market
• Potential risks
• Recommended marketing strategies
• Possible competitors

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Part 11 – Advanced Vocabulary Extension

Complete the sentences using the words below.

retailer – initiative – competitor – manufacturing – accessible – innovation – sustainability

1. Decathlon became a major sports __________ in Europe.
2. The company launched a recycling __________ to reduce waste.
3. Many international brands struggle to compete with Decathlon because of its prices and product diversity.
4. The company controls much of its own __________ process.
5. Affordable prices make sport more __________ to ordinary people.
6. Continuous __________ helps companies remain competitive.
7. Environmental __________ has become increasingly important for global businesses.

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Part 12 – Presentation Activity

Mini Presentation

Prepare a 3-minute presentation about:

1. A successful company from your country
2. Why it became successful
3. Its strengths and weaknesses
4. Whether it could become globally successful

Use advanced vocabulary and persuasive language.

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Teacher’s Notes (Optional)

Suggested Answers – True or False

1. False
2. False
3. True
4. True
5. False

Skills Practiced

• Reading comprehension
• Business English
• Critical thinking
• Debate and negotiation
• Advanced vocabulary
• Fluency and speaking confidence

Extension Ideas

• Compare Decathlon with Nike, Adidas, or Intersport.
• Research sustainability in global retail.
• Create a mock marketing campaign for a new sports product.