After opening a small “connected” store in the center of Munich last year, Decathlon is gearing up to open a regular store of 1,500 m² in the Forum Schwanthalerhöhe shopping mall of the city next autumn
The world’s largest fashion retailer grew net sales 3.2% to €39.9bn; early FY2026 trading running at 9% constant-currency growth.
Decathlon worked with London agency AMV BBDO and a 9-year-old on a new European campaign built around the emotional power of sporting firsts.
Swedish sports fashion brand targets new lifestyle categories in Sweden and Belgium, with total retail value estimated up to SEK 300m over three years.
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