Is Decathlon transforming itself into a fully-fledged fashion brand?

Anyone claiming they've never worn the famous white Décathlon gym shoes or Domyos leggings in childhood is lying outright. From Quechua tents to Tribord swimsuits, including the latest Pilates equipment and protein snacks, the French giant Décathlon has established itself since 1976 as the ultimate sports store, where any athlete, beginner or expert, finds happiness at a low cost. However, recently, it seems that the retail chain has aimed even higher, gradually attempting—sometimes deliberately, sometimes inadvertently—to shed its image as a mere supermarket. While Décathlon was previously seen only as a go-to for thermal t-shirts, discreetly worn under our "real" clothes, or for replacing our trusted Domyos joggers after years of loyal service, the French brand is slowly asserting itself as a fashion brand in its own right. And celebrities are not here to say otherwise. 

Last February, during Paris Fashion Week, rapper Kanye West (already no stranger to controversy) was spotted leaving his hotel in a full Décathlon outfit. Accompanied by his then-wife Bianca Censori, who looked more elegant in a long leather coat, the rapper wore the women's cycling jacket ‘Women's City Cycling Night Visibility Warm Rain Jacket 540’, matching men's trousers ‘Men's City Cycling Rain Overtrousers with Built-In Overshoes 540’, and a pair of ‘920 Winter Cycling Gloves’, all for a modest total of $200. A few years earlier, French rapper Jul sparked a craze in Décathlon stores with the Kalenji jacket (later renamed "Kalenjul"), which he wore in music videos and even referenced in his songs. Fellow rapper from Marseille SCH also praised Quechua in an interview, stating, "fashion-wise, I’ve always liked it", while frequently appearing in Décathlon fleece jackets. But it was especially Central Cee, another rapper, who elevated the low-cost brand’s visibility by bringing it to an unexpected place : on a red carpet. Despite red carpet dress codes being far removed from Décathlon’s practical aesthetic, he arrived at the British Fashion Awards in 2022 wearing a two-tone Nike tracksuit and a Quechua jacket, which, of course, immediately sold out worldwide.

But that’s not all. In addition to dressing rappers, Décathlon has been venturing into collaborations. The French brand has just announced its latest capsule collection, created with Japanese artist Tetsunori Tawaraya, featuring no fewer than 19 pieces ranging from ready-to-wear to sneakers and lifestyle accessories. While the collection includes tents and camping chairs, it also includes jackets, caps and t-shirts that look anything but sports brand. Last June, the brand already teamed up with German artist duo Yeye Weller, launching products ranging from t-shirts to socks in a youthful, fresh, slightly artistic yet not particularly sporty aesthetic. Is Décathlon truly evolving into a legitimate and recognized fashion brand? Time will tell. While it has so far gained traction outside of football fields, trekking trails, and gyms primarily among rappers, these public appearances in the glittering world of celebrities might just give the brand a new reputation, potentially reaching a more fashion-conscious and demanding audience. The growing ‘gorp core’ trend certainly supports this idea.