Decathlon has launched yet another private label, Subea, for underwater sports, from scuba diving to snorkeling and spear fishing. The products are developed in the port of Hendaye, on the Basque coast, which is already the head office for the Tribord brand of water sports products. The French retailer has private label products for almost every sports category, and it has been adding brands for smaller categories in the recent years. Decathlon already launched a brand for paddle boards, Itiwit. Subea has its own website, explaining that the brand stands for “Subaquatic Experiences are Amazing” and has adopted the tagline “Smile Underwater.” The products include the award-winning Easy Breath mask, a mask for snorkeling, which was actually launched three years ago. The brand manager is Espen Heier, who has apparently spent many years at the Decathlon group, as a former store manager and marketing director, among several other assignments.

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