Design, driving creativity and innovation
Design is defined as the capacity to transform a want, need or shift in the market into a finished product. Innovation at Decathlon is all about people working together in project groups, observing users on the ground, in stores and online in order to obtain “insights”. The most astute insights enable us to dream up new projects.
Inspired by users, led by product managers, and using Decathlon SportsLab data and the technical skills of engineers, designers transform shared intuitions into practical and measurable projects.
Functioning prototypes enable us to measure the impact on usage, whereas graphic drawings and mock ups provide a preview of what the product will look like and enable us to measure its desirability.
This process based on validation and continuous improvement is pursued right up to the product’s industrial validation.
150 designers work within our brands and are coordinated by a “hub” that ensures the communication of strategies,
methods and tools. This creative approach, focused on the user, enables us to create iconic products that revolutionise sport