Décathlon is set to open its first downtown store in Berlin next spring, covering 6,000 square meters in the Rathaus-Passagen on the central Alexanderplatz. It will be its fourth downtown store in Germany, where it has run into many problems with urban planning authorities.
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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