Decathlon is the first sports retailer in Germany to have entered into a partnership with a local social impact company, called Share , to support and promote “social shopping.” As of mid-November, customers can purchase Share beanies and socks in all Decathlon stores and online. For each item sold, another is given to children in need, refugees and homeless people all over Germany, using the network of soup kitchens or the Caritas help projects. An estimated 200,000 hats and socks are aimed to be donated via the project. The Share brand has already been active in German grocery and drugstores like Rewe and DM, mostly selling cosmetics and snacks as part of the project. Besides its temporary winter campaign involving knitted accessories, Decathlon has permanently added Share cereal bars to its assortment.

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