DECATHLON, a globally recognized sports brand founded in 1976, is embarking on a new chapter in its evolution. Following a period of strategic transformation under the leadership of Barbara Martin Coppola since 2022, the company is reinforcing its commitment to innovation, sustainability, and accessibility to sports worldwide. To steer this next phase, the Board of Directors has appointed Javier López as Chief Executive Officer, succeeding Barbara Martin Coppola.
Over the past three years, DECATHLON has successfully navigated a challenging global landscape while achieving notable milestones. These include a remarkable 13% reduction in CO2 emissions since 2021, thanks to a strong focus on circular economy initiatives, sustainable materials, and cleaner energy solutions. The company has also strengthened its brand identity, enhanced customer experiences in both physical and digital retail, and expanded its e-commerce operations, which now contribute 20% of the Group’s total revenue.
DECATHLON has reinforced its global presence by partnering with international athletes and major sporting events, including the Paris 2024 Olympic and Paralympic Games. As part of this initiative, the brand proudly designed the iconic outfit worn by 45,000 event volunteers, further solidifying its reputation as an innovative and committed sports brand.
Recognized for its strong corporate culture, DECATHLON continues to prioritize employee engagement, with 91% of its workforce expressing pride in being part of the company.
Leadership Transition
As DECATHLON enters this next phase, Chairman Julien Leclercq emphasized the importance of continuity and vision stating, “I would like to thank Barbara for the impactful work she has carried out over the past 3 years. Today, DECATHLON is a sports brand that is increasingly recognized around the world for its products, its commitments and its positive impact. As DECATHLON embarks on a new phase in its history, I have every confidence in Javier and his natural ability to bring people together to drive our ambition, and identify new levers for sustainable growth while further strengthening our unique human and inclusive culture.”
Barbara Martin Coppola commented, “Over the past three years, we have transformed DECATHLON, bringing our ambitions to life with concrete actions. I am incredibly proud of the progress we have made and grateful for our dedicated teams who made it possible. I have full confidence in Javier’s leadership to take DECATHLON even further in its mission to make sport accessible to all.”
Javier López, a seasoned DECATHLON executive with 26 years of experience across digital, logistics, and retail, expressed his enthusiasm for the new role saying, “I am particularly honoured by the confidence of Julien and the Board of Directors as I take up my new position, and I thank Barbara, with whom I have enjoyed working in the Executive Committee for the past 3 years. As a Decathlonian for 26 years, I’m proud of the work we’ve done over the years to bring the benefits of sport to more and more people around the world. Together, with all our teammates, we will, with determination, enthusiasm and humility, accelerate our economic development and our efforts to serve our human and environmental commitments.”
López has been instrumental in DECATHLON’s success, having led DECATHLON Germany from 2012 to 2015, served as CEO of DECATHLON Spain from 2015 to 2022, and most recently held the position of Global Chief Value Chain Officer since 2022.
