New Delhi: As Decathlon enters its next 50 years, India is set to become a cornerstone of the French sporting goods retailer‘s global strategy, not only as one of its largest sourcing hubs but also as a key technology, AI and supply chain engine, Global CEO Javier López told ETRetail in an exclusive interaction.
“India is a cornerstone of our global strategy for the future,” López said.
While India has traditionally been known for its manufacturing capabilities, López said its significance has expanded far beyond production.
“Many think that this is purely thanks to its powerful production capabilities, but in reality, India’s incredible tech ecosystem is invaluable to our work to build a future-ready platform driven by data and AI to make faster, smarter local decisions,” he said.
He added that India also plays a critical role in Decathlon’s efforts to build a more resilient and diversified global supply chain.
“As we continue to develop an extremely resilient supply network, India plays a key role in our ongoing efforts to diversify our value chain. This will make us more robust, and better able to adapt to the rapidly changing demands of the modern world,” López said.
The comments come as Decathlon marks 50 years globally and outlines a broader ambition that extends beyond sports retail.
“Our ambition goes beyond making sport accessible: we want to help people live healthier, happier lives through movement,” he said.
“We want the next 50 years to be remembered for how we supported the entire human journey, not as a retailer, but as a genuine partner that works hand in hand with our users to help them live happier and healthier lives.”
AI to reshape retail
López believes the sporting goods industry is underestimating the speed at which consumer expectations are evolving.
“A huge change that we’re witnessing… is the death of any kind of ‘one-size-fits-all’ attitude,” he said.
“Consumers increasingly expect brands to understand their needs, anticipate their expectations and accompany them throughout their journey. Retail is no longer about selling products; it’s about creating relevant experiences for every individual.”
To meet those expectations, Decathlon has shifted from a supply-led model to a demand-driven one.
“We’ve completely overhauled our operations to be demand-driven, not supply-pushed. It’s a shift in mindset from ‘what do we want to sell?’ to ‘What do the people need?'” López said.
Artificial intelligence will be central to that transformation. “It’s helping us to predict exact local customer desires so that we can always have the right products in stock, in the right places, at the right times.”
Looking ahead, he also sees AI enabling “agentic commerce”, where AI agents accompany consumers throughout their sporting journey from discovery and self-improvement to repair and resale.
Even as AI reshapes retail, López said physical stores will remain indispensable.
“The future isn’t digital versus physical. The future is an integrated ecosystem where our stores, digital services, and sporting experiences work in perfect harmony.”
Growth must also be profitable
While Decathlon’s broader purpose is to improve people’s health and wellbeing through sport, López said the company measures itself against three equally important priorities.
“Our highest aspiration is to see a measurable improvement in the overall health and vitality of the global population,” he said.
“But when it comes to the concrete metrics we hold ourselves fiercely accountable for on a daily basis, the entire global workforce is super focused on three key areas.”
“The first priority is always people,” López said, referring to employee engagement across Decathlon’s more than 100,000 teammates.
“The next area is all about our impact on the planet. We have proven in the last five years that it is possible to grow while reducing CO₂ output, and we aim to continue this trend in the years to come.”
“And finally, of course, we are a business, so we also ensure that we grow in a way that is both sustainable and profitable, so that Decathlon can continue to exist and to have a positive impact on the world around us for the next 50 years and beyond.”
Reflecting on Decathlon’s 50-year journey, López said the company’s greatest strength continues to be its people.
“I would build the exact same foundation: our incredible teammates,” he said.
