“Decathlon has unveiled a global rebrand, which overhauls everything from its store experience and logo to its business model.

The sporting giant said it was adopting what it termed “an ambitious global strategy”, which will help it take on major brands such as Nike, Adidas and Under Armour as it looks to change perceptions of it being a value-led retailer to that of an innovative and specialist manufacturer of sports equipment.

The retailer has unveiled a new brand identity, which includes ‘the Orbit’ icon, which it said expressed “movement,  the ambition to reach new heights, and circularity”. More than 1,700 of its global stores will be refurbished with “a whole new setup” that will offer customers “intuitive navigation, increased product visibility and engaging physical and digital displays, and an aesthetically pleasing atmosphere”.

The rebrand comes under its new purpose to “move people through the wonders of sport” and bring innovative and sustainable sport to everyone.

The sport retailer, which has been pushing ahead with initiatives such as rental and buying back unwanted products, is also vowed to put sustainability at the heart of its business model as it commits to becoming Net Zero by 2050.

Decathlon global CEO Barbara Martin-Coppola said: “Today marks a very special moment in both the history and future of Decathlon. Now more than ever, the world needs sport.

“It has a unifying power, and can improve both physical and mental health. At Decathlon, we want to have a greater positive impact on humans, society and the planet by moving people through the wonders of sport. I am proud to be working towards the North Star – our guiding light and ambition – with our teammates.”

Decathlon will simplify its brand portfolio to nine category specialists: Quecha for mountain; Tribord for water and wind; Rockrider for outdoor cycling; Domyos for fitness; Kuikma for racket; Kipsta for team sports; Caperlan for wildlife; Btwin for urban gliding and mobility; and Inesis for target.

The retailer’s website will also get a global revamp to provide customers with “a seamless shopping experience”.

It is already using best-in-class tools and AI algorithms to enable accurate forecasting, assortment planning and stock parameters, which had already led to signficant reductions in stock levels and decreased transport costs, carbon footprint and delivery times.”