In the cycling world, Decathlon has recently made headlines with their partnership with Pro Tour team Decathlon AG2R. Their first foray into spring classics with their bicycles has been deemed successful, with several top 10 finishes and a win by Benoît Cosnefroy in the Brabantse Pijl.
To showcase their strategic thinking behind this sponsorship, Decathlon invited journalists to their headquarters in Villeneuve d’Ascq, a suburb of Lille near Roubaix. The Van Rysel cycling brand, part of Decathlon, originates from Lille, where the bicycles are both designed and manufactured. Two days before Paris-Roubaix, Decathlon hosted journalists in a tent near the cobblestone section of Moulin-de-Vervation, where they showcased their high-end racing bikes.
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 stems from their large resources and capacity to work with leading suppliers, offering a competitive advantage.
Nicolas Pierron, the director of Van Rysel, emphasized Decathlon’s broader strategy of providing high-quality products across various sports, including 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’s history in professional cycling dates back to the late 1990s