Decathlon, a sporting goods retailer known as the Aldi of France, has recently made headlines in the cycling world due to their partnership with Pro Tour team Decathlon AG2R. This collaboration has seen them provide high-end racing bicycles for the team, resulting in several top 10 finishes and Benoît Cosnefroy’s victory in the Brabantse Pijl.
In preparation for this partnership, Decathlon showcased their strategic thinking by inviting journalists to a tent near the cobblestone section of Moulin-de-Vervation, where they showcased their Van Rysel bicycles. The Van Rysel brand is part of Decathlon and originated from Lille, where the bicycles are designed and manufactured. Professional cyclists from the Decathlon-AG2R team were present at the event to demonstrate their appreciation for Van Rysel bicycles.
Oliver Naesen, a member of the team, praised the quality of the racing bikes and explained what makes them stand out. Decathlon’s investment in creating top-quality bicycles comes from their large resources and capacity to work with leading suppliers, giving them a competitive advantage. Nicolas Pierron, director of Van Rysel, emphasized Decathlon’s broader strategy of providing high-quality products across various sports such as tennis, football and now cycling. The intention is for Van Rysel’s reputation for excellence to positively impact the entire Decathlon group.
The success of Van Rysel’s bicycles has exceeded expectations with high demand from customers worldwide. Decathlon has a long history in professional cycling dating back to the late 1990s, and their recent re-entry into the sport with the Decathlon-AG2R team signifies a significant investment in cycling sponsorship. They leverage social media to maximize exposure for their riders aiming to capitalize on the global reach of the sport. In addition to bicycles, Decathlon is also exploring innovative safety solutions for cyclists such as airbags and protective gear. Their roots in Roubaix, a region known for its cycling heritage further contribute to their commitment to the sport. With a focus on quality, innovation and sustainability decathlon continues to make strides in professional cycling and beyond
