Decathlon is the largest sporting goods retailer in the world, founded in France in 1976. It now has over 1,100 stores in 38 countries, employing 78,000 staff. Decathlon stocks a wide range of sporting equipment and owns over 20 brands. It focuses on making sports accessible through large stores and competitive pricing. The company communicates through its big store facades, online presence, and sports-focused events. It aims to speak to sports users rather than view them as customers.