Decathlon, the leading sports retailer in France, is undergoing a significant leadership shake-up as it seeks to navigate a challenging market landscape. The company has announced the appointment of Javier López as its new CEO, replacing Barbara Martin Coppola, who has been at the helm for just three years. This transition comes as Decathlon aims to reinforce its strategic direction and improve its performance amidst increasing competition.
Javier López, a long-time employee of Decathlon, has been with the company since 1999. His extensive experience within the organization includes roles in logistics, digital strategy, and retail management. Most recently, he served as the Executive Director responsible for the value chain, a position he held since 2022. At 49 years old and hailing from Madrid, Spain, López is perceived as a strong internal candidate who understands the company’s culture and operations deeply.
Barbara Martin Coppola, who took over the CEO position in March 2022, was the first woman and the first external leader to lead Decathlon. Her tenure was marked by ambitious initiatives aimed at modernizing the brand, including a new logo and a streamlined product offering. However, her leadership style, which leaned towards an American corporate culture, did not resonate well within the family-run business environment of the Mulliez family, which owns Decathlon.
Despite the strategic changes introduced under Coppola, including a significant push towards e-commerce—where sales grew from 16.7% to over 20% of total revenue—the company faced mounting challenges. In early January 2025, Decathlon was accused by the investigative program Cash Investigation of benefiting from forced labor involving Uyghurs in China, a scandal that has put the company under intense scrutiny.
Financially, Decathlon reported a turnover of 15.6 billion euros for 2023, reflecting a modest growth of 1.3%. The French market contributed 4.7 billion euros, marking a growth of 1.24%. However, forecasts for 2024 are less optimistic, with expectations of a decline in profits by about 100 million euros, bringing the total to around 850 million euros. This downturn indicates a slowdown in revenue growth, projected to be around 2%, a stark contrast to the previous year’s performance.
In the competitive landscape of sports retail, Decathlon’s primary rival, Intersport, has been gaining ground. The gap in turnover between the two companies has narrowed significantly, with Intersport’s revenue reaching 4 billion euros compared to Decathlon’s 4.7 billion euros. This shift underscores the urgent need for Decathlon to reinvigorate its sales strategy and regain market share.
As López steps into his new role, he faces the daunting task of identifying sustainable growth drivers for the company. His predecessor’s approach, which aimed to position Decathlon as a global brand comparable to Nike and Adidas, may need reevaluation to better align with the expectations of the French market and the company’s core customer base.
Julien Leclercq, who was appointed president of Decathlon in February 2025, stated that the company’s focus will be on “identifying new levers for sustainable growth.” This vague directive has raised questions about the clarity of the company’s strategic vision moving forward. Observers are keen to see how López will address the internal challenges and external pressures facing Decathlon.
The leadership change has been framed as a necessary step to write a new chapter for Decathlon. A member of the management team expressed confidence in López’s ability to unify the company, stating, “It’s time for a governance that is more collegial and consensual.” This sentiment reflects a desire for a more collaborative approach in contrast to the previous administration, which some felt was too top-down.
In addition to addressing the operational and financial challenges, López will need to mend relationships with employees and stakeholders who may have felt alienated by Coppola’s methods. The transition is not merely a change in personnel but a potential shift in the corporate culture at Decathlon.
Looking ahead, the company’s annual results for 2024, set to be released on March 31, 2025, will provide crucial insights into the effectiveness of the new leadership and the strategies being implemented. As Decathlon aims to strengthen its competitiveness and growth, the upcoming financial disclosures will be closely watched by analysts and investors alike.
In summary, Decathlon’s leadership transition from Barbara Martin Coppola to Javier López marks a pivotal moment for the company. With a focus on internal cohesion and a renewed commitment to its market presence, Decathlon is poised to navigate the complexities of the retail landscape. As the company embarks on this new journey, the outcomes of its strategic decisions will ultimately determine its future trajectory in the competitive sports retail sector.
