After a discreet trial run in 2024, Decathlon is taking a bold step by launching a new clothing line designed for everyday wear, not just athletics. The collection, which includes leggings, zip-up jackets, T-shirts, and sweatshirts, caters to both men and women with unisex options available.
Decathlon, traditionally known for its sporty essentials, isn’t revolutionizing fashion but is instead making a strategic move into the lifestyle sector. The brand had previously made efforts in this direction, tapping into the growing trend that blends fashion with athletic wear.
Loïc Movellan, Decathlon Sportswear’s communications director, explained that the company had received significant customer feedback indicating a desire for better-designed products in terms of color and variety. In response, Decathlon is addressing this demand. Movellan acknowledges that their current offerings are not ideal for everyday use, but with the introduction of the new lifestyle lines, that will change.
Following the launch of the basics collection, Decathlon plans to release additional lines, including a vintage-inspired tennis range and more fashion-forward outdoor pieces slated for winter 2025.
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