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Fortune
Fortune
Prarthana Prakash

Decathlon doesn’t do shoe boxes or big adverts. Yet the French giant has quietly become the crown jewel of the sports retail world

people walking outside a decathlon store (Credit: STEPHANE MOUCHMOUCHE/Hans Lucas—AFP/Getty Images)

Europe is home to some of the world’s most iconic companies. Many started small to quell a single person’s curiosity before exploding into a global phenomenon. As a new resident, big, successful European brands have piqued my interest. What’s their story? How did they transform into the giants they are today? How have they sustained their legacy over time? Those are some of the questions I explore in this new series.


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