How Decathlon wants to enter the football's world

Since Antoine Griezmann resumed summer training with Atlético Madrid after Euro 2024, he has exclusively worn a pair of all-black boots. From the first day of La Liga to the last match against Real Sociedad before the international break. This has further fueled rumors, which emerged at the end of the 2023/24 season, suggesting a definitive break in the partnership between Le Petit Diable and PUMA. The German sportswear brand is losing one of the top talents from its roster (alongside Neymar Jr., who is recovering from a serious injury), as Griezmann has chosen Kipsta as his new destination, a brand owned by the French multinational Decathlon. This represents a huge step forward for a brand that, first and foremost, doesn't enjoy a glamorous appeal—nowhere near comparable to the numerous players in the global sportswear and athletic wear scene. Consider simply Nike, adidas, ASICS, New Balance, Under Armour, Kappa, Mizuno, Macron: Kipsta lags behind, but it’s also a brand that doesn’t aim to compete with the world's top brands. However, in recent years, while staying true to its DNA, it has managed, along with Decathlon, to make its strategy particularly interesting.

Kipsta in Professional Sports

Kipsta is just one of Decathlon's sports brands, like Van Rysel, Artengo, and Quechua. Each of these brands specializes in producing items for a specific sport or discipline: Van Rysel for cycling and triathlon, Quechua for hiking, Artengo for racket sports, and finally Kipsta for football. What sets Kipsta apart the most, besides its democratic pricing (the boots worn by Antoine Griezmann cost only €79), is its understated and never flashy design. This is why most of the products are black or, at most, monochromatic, with no intention of standing out with bold patterns or overly bright colors. Quietly, away from the spotlight, Kipsta has entered the football world with great impact, offering a product that is different both aesthetically and in terms of status compared to what will now become its competitors. Regarding performance—an aspect to which athletes pay close attention, both for injury prevention and on-field comfort—Antoine Griezmann’s choice to join the Kipsta project is still to be fully understood. As of now, the financial details are unknown, as the contract is expected to start on November 1st, but what remains is that, in the first months of the season, Griezmann would have played with a product of significantly lower quality compared to those of his colleagues. Unless Decathlon and Kipsta soon announce that they have produced a custom-made boot for the athlete.

The close relationship between Kipsta and Griezmann represents the icing on the cake for Decathlon in the world of professional sports. Despite not yet having the widespread presence of top brands, the Lille-based company has made significant strides in recent sporting seasons: first with its partnership with Ligue 1, then with the Europa League, becoming the official supplier of match balls for both the French championship and the second most important European competition. Even in the UCI World Tour circuit, Decathlon is doing well, offering road bikes and equipment that continue to achieve satisfying results. Ben O'Connor, who rides for the Decathlon AG2R La Mondiale team, won a stage at the 2024 Vuelta a España. Similarly to Griezmann’s boots, which are priced at a quarter of the cost of competitors' brands, O'Connor's bike is sold on Decathlon's e-commerce platform at about 20% less than those of other teams competing in the UCI World Tour.

Griezmann's signing with Kipsta comes in a way very similar to Harry Kane's with Skechers. Without any prior warning and seemingly nonsensical. But there is a reason behind it, one that perfectly reflects Decathlon’s ethos, which has never been lost, but which has gradually gained the courage to take a step forward that has the potential to be truly disruptive and rejuvenating for the football boots market, which needs to open up to new production techniques and make room for other players.