“SPORTS FOR ALL!” This slogan encapsulates the spirit of Decathlon, right here in Moscow. Decathlon’s journey began in Englos, France, in 1976. Michel Leclercq created a store dedicated to all sports under one roof. It was the first self-service superstore of its kind.
Now, fast forward to Russia. Decathlon crossed a new frontier, opening its first Russian store in the north of Moscow. This expansion strengthened the brand’s presence in Eastern Europe, following its arrival in Poland six years earlier.
But, the story takes an interesting turn. Following Russia’s invasion of Ukraine in February 2022, Decathlon announced it would suspend operations in Russia. International sanctions made it difficult to continue activity.
However, reports later emerged that Decathlon goods were still reaching Russia. An investigation revealed that Decathlon supplied sportswear via a roundabout route through a shell company in Dubai. Ski jackets, trousers and shoes made their way from Bangladesh to Desport stores in Russia. The sales totaled millions of dollars.
Decathlon addressed these reports by stating that since October 2023, it no longer operates stores or employs staff in Russia. It transferred its operations and assets to ARM, the company owning the Desport brand. Decathlon agreed to supply a limited quantity of products for a limited time to support the buyer’s new operations. This was intended to preserve the jobs of former teammates.
Decathlon reaffirmed its commitment to complying with all applicable regulations. Despite the challenges, Decathlon’s impact on sports retail in Russia remains significant. It introduced a wide range of sports equipment and apparel to the Russian market. The brand’s commitment to making sports accessible is a story of innovation and adaptation. Decathlon continues to evolve in response to global events.