Spring cleaning for Décathlon

Spring is just around the corner! While for some it heralds the return of fine weather and blossoming trees, for others it’s also a time for spring cleaning.

Put away your vacuum cleaners and get out your best running shoes, because this March, Decathlon has just announced its strategic shift, with the adoption of a new logo and the dusting off of its brand portfolio.

The famous sports retailer aims to strengthen its position and conquer new markets.

With this in mind, the company has unveiled its new logo, consisting of a sign “as round as the world with a forward motion and a triangular peak that represents what you want to see in it, depending on your passions – a mountain, a wave, a sail”, as the company’s General Manager Barbara Martin Coppola confides.

Décathlon’s new strategy also includes a refresh of its brand portfolio.

In order to improve clarity, the current portfolio of 70 brands is to be reduced to around ten. Some emblematic brands, such as Artengo, will disappear, while others, such as Kipsta and Tribord, will gain in strength by becoming the sole brands for team sports and water sports.

In addition to its obvious strategic interest, this decision also serves as a reminder that a brand portfolio (like other industrial property titles) is not something immutable or fixed.

On the contrary, it must be kept alive, evolving with the times.

It should be pointed out that, while trademarks are property titles guaranteeing you a monopoly on the use of a name, they are also company assets which, when exploited and developed, can acquire significant financial value.

An extreme example is the Apple brand, valued at between 118 and 247 billion Euros. More reasonably, the Louis Vuitton and Rolex brands are estimated at 14.8 and 7.9 million Euros respectively.

So, by rationalizing your brand portfolio, you can potentially reap significant financial benefits.

As for brands that are due to disappear or that are already no longer being exploited, they are not to be outdone, since they can be sold. And if they were in use only a short time ago and known to the public, their selling price could also be substantial.

In short, don’t let your brand portfolio gather dust. Add value to what already exists and recycle the rest!

Don’t hesitate to contact us to find out more.

– Philippe BOHLAND, Trademark Attorney and Partner at Mark & Law