The sporting-goods retailer founded by Michel Leclercq in France in 1976 is Decathlon.
Leclercq opened Decathlon’s first store in 1976 near Lille, in the northern French town of Englos. The original idea was to place equipment for many sports under one roof and make it accessible to everyone, from beginners to experienced athletes. That broad, self-service format helped distinguish the company from smaller specialist shops.
Decathlon later developed an unusually integrated business model. It designs, tests, sources and sells many products through its own retail network, with sport-specific brands such as Quechua, Tribord, Domyos and Kalenji. The company also expanded internationally, opening in Germany in 1986 and entering markets including Spain, Italy, the United Kingdom and China.
A frequent mistake is treating Decathlon as only a clothing retailer. Its stores commonly carry equipment for cycling, camping, swimming, fitness, team sports, racket sports and other activities. Go Sport, Sports Direct and Intersport are different sporting-goods chains.