Decathlon acquires Japanese artist Tetsunori Tawaraya
Decathlon continues its move towards lifestyle by teaming up with Japanese artist Tetsunori Tawaraya. This encounter between sport, art and urban culture marks a turning point for the brand.
A collaboration between sport and art
Known for its affordable sports equipment, Decathlon is constantly exploring new horizons. This season, the brand ventures into the world of Japanese streetwear by collaborating with Tetsunori Tawaraya, an artist with psychedelic influences who has already left his mark with Volcom. His unique aesthetic is reflected in a collection where vibrant colors and nature-inspired patterns come to life.
An exclusive, limited collection
This capsule is not limited to clothing. In addition to streetwear pieces such as jackets, pants and down jackets, it also offers accessories and outdoor gear. The iconic “2 Seconds” tent features the artist’s illustrations, as do a folding seat, a picnic blanket and a water bottle. Two sneaker models, the WLKR76 and RR2K, have also been revisited and are priced at 75 euros. The entire collection will be available from March 26, 2025, but only in six stores in France and sixteen in Europe, reinforcing its exclusive character.
A strategic turning point for Decathlon
With this foray into streetwear, Decathlon affirms its ambition to conquer a wider audience, between urban fashion lovers and sports enthusiasts. At the same time, the brand continues to be involved in high-level sports, sponsoring athletes such as Antoine Griezmann and Alex Sarr. With 1,700 stores worldwide, the brand expects to achieve sales of 15.6 billion euros by 2023, testifying to its dynamism and commitment to renewal.
This collaboration with Tetsunori Tawaraya could well mark a new chapter in the history of Decathlon, confirming its hybrid positioning between sporting performance and contemporary culture.
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