Decathlon joins forces with Sport Tech Hub to make London the world's most active city

Sports retailer Decathlon has announced a new partnership with sports technology acceleratorSport Tech Hub, aiming to help make London the most physically active city in the world.

The Sport Tech Hub was established to support the launch and growth of sports technology ventures that play a major role in solving the world’s physical inactivity crisis. It has previously collaborated with the London Borough of Hackney to run an event series challenging inactivity and enhancing community outcomes through sport and tech innovation.

Sports Tech Hub highlighted that the COVID-19 had increased adoption of digital products as a means to be active while exacerbated digital inequalities. Decathlon's leaders will support Sport Tech Hub ventures and give access to mentoring, workshops, and events.

Delphine Mazillier, CSR Leader at Decathlon said: “We know that regularly staying active does wonders for our physical and mental wellbeing. We also know that there are too many barriers currently preventing a large proportion of the UK public from doing so.

"That’s why we’re absolutely delighted to be partnering with London Sport’s Sport Tech Hub to encourage more people in London, and beyond, to reap the benefits of sport through innovation, tech and community. At Decathlon, it’s our mission to make sport accessible to the many, so we look forward to working closely with London Sport who clearly share the same goal.”

Tanya Rabin, Director of Commercial, Marketing and Communications at London Sport, added: “We are delighted to be partnering with Decathlon and using our collective efforts to continue to accelerate the use of technology to help more people become active.

“Alongside Decathlon we ultimately want to see technology as an enabler to helping less active Londoners to be more active and ensuring we can continue to support innovators to launch, grow and scale tech products which eradicate barriers to participation and increase accessibility."

Decathlon recently made its first entry into the UK rental market with fashion rental platform Hirestreet. An exclusive 18 style edit of ski-wear and outerwear, including ski and hiking jackets as well as trousers for women, launched on the platform in January this year.