Abstract
In 1976, Michel Leclercq created Decathlon. The first supermarket, which sold sports articles, opened in Englos, near Lille. It was a new concept in France: equipping every sportsman from amateurs to professionals at the best prices.
In 1986, "Decathlon Production" is born. His mission is assuring the conception and the fabrication of articles under its brand. The firm asserts by this choice its will not to be only a Distributor of sports articles. Decathlon starts to get international in Spain, Germany, United-Kingdom, Netherlands, Portugal and Asia.
1986 is a major stage for Decathlon, by launching itself in sports articles production Decathlon opens itself in a new market and diversifies downstream. It is a strategic choice faced with the competitiveness but it is also a marketing choice.
Indeed, Decathlon is situated on the same "DAS" as companies like GO SPORT, INTERSPORT, SPORT 2000 and the independent generalists it is to say offering a multi sport offer.
