DECATHLON
Brand and web
DATE
March, 2025
We helped Decathlon execute a strategic pivot for the North American market, reimagining their brand identity and rebuilding their e-commerce platform to bridge the gap between their brick-and-mortar legacy and a digital-first future.
THE CHALLENGE
Decathlon faced a critical turning point: shifting from a traditional physical retail model to a hybrid wholesale/DTC strategy in North America. They needed a holistic transformation of their e-commerce experience and a refreshed brand voice to resonate with a new audience. The hurdle was aligning their established identity with the high expectations of the North American digital shopper.
OUR APPROACH
We launched two parallel workstreams: a deep-dive UX research and rebuild of the e-commerce site, and a comprehensive reimagining of the brand’s North American identity. To maintain speed and precision, we used AI to synthesize user testing insights and streamline early design concepts, ensuring the final platform was optimized for the specific habits of American shoppers.
RESULTS
Our efforts stabilized declining conversion rates and secured long-term growth by modernizing the digital experience. Following the launch of the new US e-commerce site, we successfully reduced cart abandonment from 45% to 33%, providing a scalable, high-performance foundation for the company’s new business model.
