Decathlon, a world-renowned sports brand from France and one of the largest manufacturers and retailers of sports equipment globally, is accelerating its expansion with its Location Strategy. The company has officially opened its first Experience Store in the Eastern region, located in Pattaya, Chonburi. This store aims to become a key destination for sports and outdoor activity enthusiasts of all lifestyles. With a focus on offering the best sports experiences tailored to every need, the store also draws inspiration from national-level athletes, experts, and passionate sports enthusiasts. The company is ready to capitalize on the excitement surrounding the SEA Games in Chonburi in December, with a target of double-digit growth by the end of 2025.

Dhiren Shetty, CEO of Decathlon Thailand

PATTAYA: A High-Potential Location for Global Sports Enthusiasts

Dhiren Shetty, CEO of Decathlon Thailand, shared that Decathlon Pattaya is the first Experience Store in the Eastern region, covering a vast area of 3,500 square meters. It is fully equipped with sports equipment and a large free play area for members, offering multi-sport facilities, supported by a team of passionate Decathlon staff members who are experts in sports. The company is confident in the location’s potential as a future global sports and outdoor activity hub, especially for water sports.

“Pattaya, being a central economic hub in the Eastern region, a world-renowned tourist destination, and an industrial investment center, has great potential. We are keen on developing Decathlon Pattaya to cater to the sports and outdoor activity needs of both local sports enthusiasts and tourists, as well as expatriates living in the Eastern region,” said Dhiren.

The new Decathlon Pattaya store is located at the Thepprasit Intersection on Sukhumvit Road. It offers extensive sports equipment across over 60 sports categories, including an extensive selection of water sports gear, as well as equipment for various outdoor activities such as hiking, mountain climbing, and running.

Another factor contributing to Pattaya’s growing role as a sports and tourism hub is the strong collaboration between the public and private sectors, which is driving Pattaya’s emergence as a popular destination for sports and outdoor activities. Mr. Dhiren added, “Decathlon is thrilled to support both the government and the private sector in promoting Pattaya as a true Sports Destination for global sports and outdoor activity lovers. Our collaboration includes supporting expatriates in the Eastern region to come to Pattaya for sports and outdoor activities, sharing knowledge about sports, and encouraging local people to engage in sports for better health.”

Athletes under the supervision of the Sports Authority of Thailand’s Region 1 can use Decathlon Pattaya’s play areas free of charge. In addition, Decathlon is committed to supporting athletes by providing appropriate sports equipment and training facilities. As Chonburi is set to host the SEA Games from December 9-20, 2025, Decathlon is ready to provide full support for Thai athletes in their SEA Games preparation.

Marketing Strategy: Building a Team of Experts to Inspire Sports Participation

In addition to its Location Strategy, which focuses on opening stores in high-potential locations across all regions of Thailand, Decathlon currently operates 27 stores nationwide, including 21 in Bangkok, 3 in Northern Thailand, 1 in Northeastern Thailand, and 1 in Southern Thailand. The new store in Pattaya marks Decathlon’s presence in the Eastern region.

Another key strategy for Decathlon’s success is its focus on employees or “teammates.” All Decathlon teammates have a genuine passion for sports and are experts in their respective fields. They are not just salespeople but also sports enthusiasts who share inspiration, experiences, and expert advice on equipment and techniques. These teammates range from knowledgeable staff in various sports categories to expert athletes who have competed at national and international levels. Their dedication and expertise are key to Decathlon’s success.

“We aim to make sports accessible to everyone as an integral part of life. We believe that sports and outdoor activities should go hand in hand with passion. That’s why we have a team of experts who are more than just salespeople—they are individuals who inspire and share their experiences in sports with our customers. With this core value, we are confident that Decathlon will grow strong and sustainable,” Mr. Dhiren said.

Additionally, Decathlon places great importance on the customer journey, connecting customer experiences through an OMNI Channel strategy that bridges offline and online platforms, including the Decathlon website, mobile app, and Decathlon Sport Advice—a comprehensive online resource for sports knowledge.

The Growing Health and Fitness Trend: New Sports Surging in Popularity

Communities of sports enthusiasts are growing rapidly online, bringing together individuals with similar passions for sports to engage in activities and share fitness experiences. This has led to the rapid rise of new and emerging sports in Thailand. Alongside traditional activities like running, fitness, badminton, tennis, camping, hiking, and water sports, new sports such as Padel (popular in Europe) and Pickleball (a tennis-like game) are gaining traction. Social media influencers also promote sports and sportswear, further fueling the demand for sports equipment and apparel. As a result, the sports product and service market is expected to continue expanding, particularly in major cities like Bangkok and other key regions across the country.

Iconic Products in 2025

One of Decathlon’s key success factors is its focus on innovation and technology. The company invests in research and development to create sports equipment that caters to both beginners and professional athletes, with design centers based in France.

Examples of Decathlon’s iconic products include:

Easybreath: The world’s first full-face snorkel mask, invented by Decathlon in 2014, allows for easy breathing and improved comfort during shallow water diving. It also features a Communication Kit that enables easy communication underwater via Bluetooth.

Van Rysel RCR Force Power Bike: Designed for competitive cyclists, this bike offers the perfect balance between aerodynamics, weight, and strength, providing enhanced power and performance.

Kiprun KD900X LD+ Running Shoes: Developed with world-class athletes, these shoes feature advanced cushioning technology and a Rocker Effect that helps increase running efficiency and speed, making them ideal for marathon runners.

Partnership with World-Class Athletes in 2025

For over 20 years, Decathlon has supported innovation partnerships in sports, developing equipment for both amateur and professional athletes. The company continues to collaborate with top athletes and global sporting events to provide high-performance sports gear:

Official partner of the UEFA competitions in 2025, Decathlon will supply KIPSTA-branded footballs for the UEFA Europa League and Conference League.

Antoine Griezmann, French footballer and Decathlon Brand Ambassador, wears KIPSTA football boots and will help design future football footwear.

Jimmy Gressier, a renowned long-distance runner from Europe, will work with Decathlon until the 2028 Los Angeles Olympics.

Alexandre Sarr, a basketball player with the Washington Wizards, will collaborate with KIPSTA as a Brand Ambassador, showcasing the Fast 900.2 basketball shoes in upcoming competitions.

For more information on sports equipment and outdoor activity gear, visit Decathlon stores nationwide or find a Decathlon store near you at www.decathlon.co.th.