Decathlon at CIFTIS connects sports consumption with diverse experiences

A representative of Decathlon China told China.org.cn on Wednesday in Beijing that Decathlon hopes to leverage the China International Fair for Trade in Services (CIFTIS), a national-level open platform, to explore more possibilities for innovation in sports consumption scenarios with more industry partners.

The Decathlon China booth at the China International Fair for Trade in Services (CIFTIS) in Beijing, Sept. 9, 2026. [Photo/China.org.cn]

"As a national-level, international and comprehensive services trade platform, CIFTIS provides an important window for companies to showcase service innovation, exchange industry trends and connect with partners, and serves as a key stage for companies to link with quality resources," said Michelle Zhao, director of corporate media and public communication at Decathlon China.

She noted that this year marks the 50th anniversary of Decathlon's founding in 1976, and the company hopes to use the open platform CIFTIS to showcase its practices in sports products, professional services, community building, local innovation and the circular economy, and to share new opportunities in sports consumption and sports services development with more industry partners.

"China is an important market where Decathlon has long been rooted. In the future, we will continue to connect our global expertise with China's diverse sports needs, local innovation and industrial capabilities, to better serve Chinese consumers while growing together with China's sports market," she added.

Decathlon is participating in the CIFTIS sports services exhibition for the first time under the name of its regional headquarters, focusing on innovation in sports consumption scenarios. The company is presenting product displays and community engagement activities covering sports, and showcasing its efforts to expand online and offline consumer touchpoints. This has the aim of refining its "product + service + community" integrated value model.

As sports, health and fitness gain popularity in China, sports consumption is expanding from equipment purchases to scenario-specific products, as well as the supporting professional services and community experiences. At CIFTIS, Decathlon is presenting products and solutions for different ages, skill levels and lifestyles, addressing consumer needs from beginner to advanced.

From casual leisure to professional advancement, Decathlon shows how its equipment integrates into real-life scenarios — whether outdoor hiking, urban jogging, cycling or badminton — extending sports consumption beyond products into a fuller experience.

Decathlon is also bringing its community-driven model to CIFTIS, using real activities and interactive displays from running, cycling and hiking communities to showcase the vitality and connection these groups embody.

China has more than 400 million outdoor sports participants and an industry chain worth over 1.44 trillion yuan. 

Facing growing demand, Decathlon is expanding its omnichannel reach for making sports accessible to all. Offline, it has opened or upgraded stores in multiple cities and offers full lifecycle support through product displays, professional services and 219 repair workshops. Online, it launched a WeChat mini-store after joining Pinduoduo and plans to further expand digital touchpoints.