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Decathlon's transition to a 'multi-specialist company': From logo to store concept

While other sportswear chains face various challenges and sometimes even flounder, Decathlon sees room for growth. The French sports fashion retailer, founded in 1976 by seven sports enthusiasts with the mission to make sport accessible to all, aims to transform from a B-brand into an A-brand. Therefore, Decathlon drafted a transition plan. The...

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