In 2024, DECATHLON reinforced its commitment to empower people to lead healthier, more active lives. A year after unveiling its new ambition and strategy as well as its global brand identity, DECATHLON has undergone a transformative journey, evolving as a multi-specialist sports brand that inspires everyone – from beginners to Olympic and Paralympic athletes- to embrace the power of sport.
This transformation is already well underway: with 200 stores either newly opened or modernized, alongside an optimised brand portfolio to offer greater clarity and better serve its customers. By 2026, 90% of DECATHLON’s product offering will be restructured, ensuring an even more relevant and sustainable approach to sports retail.
ECONOMIC
DECATHLON Group recorded revenue growth in 2024, with an increase of +5.2% compared to 2023 at a constant exchange rate. Adjusted for unfavorable exchange rates, revenue rose by +3.8%, reaching €16.2 billion.
Digital sales now represent 20% of total revenue – including e-commerce, marketplaces and in-store connected orders.
Rigorous cost-control measures mitigated the impact of cost inflation, allowing DECATHLON to maintain its commercial momentum while ensuring affordable pricing for customers. Optimising operational expenses remains a key priority for 2025 to support long-term growth.
Operating in 79 territories, DECATHLON continues its international development. In India, the company announced a significant investment of 100 million euros ($111 million) over the next five years to expand its store count and manufacturing capabilities. Similarly, in Germany, DECATHLON plans to invest up to 100 million euros by 2027, both in opening new stores and modernizing existing locations, reinforcing its commitment to growth and innovation across its global network.
A major highlight of the year was DECATHLON’s partnership with Paris 2024, reinforcing its role in making sport accessible to all, on a global stage. DECATHLON designed and manufactured the iconic outfits for the 45,000 volunteers. This collaboration also resonated with the public, with 1.8 million licensed products sold throughout 2024, reflecting strong consumer enthusiasm for the Games. In addition, DECATHLON recorded a 10% increase in store traffic (omnichannel) across France during the Olympic Games and a 6.7% rise during the Paralympic Games period.
In 2024, DECATHLON launched DECATHLON PULSE, a fully owned subsidiary designed to explore new frontiers and drive additional long-term growth through strategic investments and partnerships, complementing a strong portfolio that includes high-performing companies like Bergfreunde and Alltrics. With a mission to invest in and partner with forward-thinking businesses and brands, DECATHLON PULSE accelerates and leads change within the industry, reinforcing DECATHLON’s innovation and sustainability commitments. Since its launch, DECATHLON PULSE has focused on sustainability, investing in companies like Recyc’elit or Rebike, and further investing in Unspun.
PLANET
Sustainability remains at the core of DECATHLON’s operations, with continued progress towards its environmental commitments.
For the third consecutive year, the company has decoupled its revenue growth from its absolute carbon emissions, continuing to grow while reducing its carbon footprint. Since 2021, DECATHLON has reduced its carbon emissions by -13%, further reinforcing its long-term decarbonization trajectory aligned with the Paris Agreement and the Net Zero standard.
To accelerate this transition, DECATHLON is strengthening collaboration with industrial partners to decarbonize production processes and scale circular business models. Extending product lifespans remains a priority, making it easier than ever for customers to reuse, repair, and recycle their equipment. In 2024:
- 48.5% of products sold benefited from an ecodesign approach (+10pts compared to 2023).
- 1.35 million second-hand products were sold.
- 3 million products were repaired across 1,730 repair workshops. ● DECATHLON further cemented its leading position in rental services, holding 50% market share in Italy and Spain.
At the same time, DECATHLON significantly reduced its single-use plastic packaging by 53.29%- cutting usage from 2,646 tonnes to 1,236 tonnes.
PEOPLE
With a global team of over 101,100 teammates across 79 territories, DECATHLON continues to champion diversity, inclusion, and professional growth. As the first sports brand ever to achieve the globally recognized EDGE Certification, DECATHLON reaffirms its commitment to workplace equity and gender balance.
Investing in upskilling, well-being, and career development remains a priority, fostering a culture where every teammate is empowered to evolve and adapt in a fast-changing world. In 2024, 89,1% of DECATHLON’s teammates expressed pride in working for the company (+1.1 point), as a testament to its dynamic and inclusive environment.
Beyond its workforce, DECATHLON is amplifying its positive impact through the Decathlon Foundation, which significantly expanded its outreach in 2024. The Foundation, which celebrates its 20th anniversary in 2025, supported 96 new projects across 21 countries, positively impacting more than 395,000 people.
KEY FIGURES*
(December 31st, 2024)
ECONOMIC
- Net sales = 16.2 billion euros.
- Net result = 787 million euros.
- Digital sales share (ecommerce, connected orders in stores, external marketplace) = 20%.
- Global presence = 79 territories.
- Number of stores = 1,817.
- Number of products sold = 1.18 billion.
PLANET
- Absolute carbon emissions = -2.8% (-13% since 2021).
- % of electricity from renewable sources consumed = 84.8.
- Number of second-hand products sold = 1.35 million.
- Countries with a second-hand offering = 39.
- Number of repair workshops = 1,730.
- % of sales generated by products benefitting from an ecodesign approach = 48.5.
PEOPLE
- Number of Teammates = 101,100.
- Ratio women/men teammates = 46.6% women – 53.4% men.
- Nationalities = 87.
- % of employees proud to work at Decathlon = 89,1%
- Number of teammates having shares in the Group = 53,518.
- % of teammates having shares in the Group = 52,9%.
- Number of new projects supported by the Decathlon Foundation = 96. ● Number of people benefiting from the projects supported by the Decathlon Foundation = 395,072.
- Number of countries with new projects supported by the Decathlon Foundation = 21.
*Non-financial figures are being audited and will be presented in DECATHLON’s Non-Financial Reporting Declaration.
