On November 8th, Sports Network decathlon has arrived in Argentina with the opening of its first store in the Al Rio de Vicente López complex. More than 10,000 people attended the inauguration, which became the company’s best-selling launch event in the United States and No. 1 in the world that weekend.
of line to enter It began the day before the inauguration, and by 9 a.m. Friday more than 3,000 people were already waiting for the doors to open. The first 300 people received gift cards worth up to P400,000, and the first 500 people received souvenirs.
During the day, the new 3,000 square meter space maintained a constant flow of people with a maximum capacity of 700 people. located on the premises al rio complexoffered a complete experience of activities related to sports and recreation. Visitors were able to see more than 5,000 products from 65 sports disciplines, sold in a decathlon format for the first time in Argentina.
What the store gave me was Comprehensive proposal This included exhibitions, demonstrations and participatory activities for all audiences. The proposal included a station with a freestyle soccer show, roller presentations, interactive games, raffles, live music by Las Aleman, temporary tattoos and personalized T-shirts.
Simultaneously with the in-person launch, Decathlon activated its online sales channel. Decathlon.com.arstarting at noon on November 8th. The platform allows you to access the complete product from anywhere in the country, with options for novice users, amateurs, and professional athletes. The Vicente López store is open every day from 9am to 10pm and is the starting point for the company’s expansion plans in the Argentine market.
Pre-opening events and on-site presence
On November 6th, two days before the official launch, a meeting was held with the director of Grupo One, who is in charge of the brand’s expansion into Japan, and Argentine decathlon. Among those in attendance were shareholders Manuel Antero, Pedro Aguirre Sarabia and Sabine Muries. David Colas, CEO of Carrefour Argentina, Decathlon’s strategic partner in this first opening, was also present, along with government officials Vicente López and representatives of the French Embassy.
On the day, guests from sports and arts fields, Among them are Pampita Ardojain, Eva de Dominici, Delfina Braquier, Ignacio Figueras, Tiziano Gravier, Pame de la Iglesia, Luis Aversa Lucero, and sports content creators Danny and Gabriel. Journalist Leo Montero served as moderator.
Growth strategy and outlook
Francisco TedinDecathlon Argentina’s chief operating officer, said the public response exceeded initial expectations. As he explained, the project aims to “change the way Argentines experience physical activity” through proposals focused on accessibility, innovation and sustainability.
Majella Mendez, the company’s commercial manager, said the opening represented: “This is an important strategic step in establishing the brand’s position in this country.” He added that the reception from local residents confirms the interest of Argentine consumers in a sports proposition with a wide range of fields and competitive prices.
Decathlon is scheduled to open Over 20 stores in Argentina in next 5 yearsthe estimated investment amount is 100 million dollars. The plan includes 750 direct jobs Logistics networks with the growth of digital channels.
New store openings and nationwide expansion
The company’s next goals include two new openings in the Autonomous City of Buenos Aires. avast shopping And the other thing is Upper PalermoIn parallel, the group is analyzing different locations in the country in order to expand its presence beyond the Buenos Aires metropolitan area.
he extended model This includes a large store with a wide range of experience and personal attention, as well as integration with an online platform that guarantees product availability throughout the country.
Decathlon and its global positioning
Decathlon was founded in France in 1976 and is currently sporting goods It is the world’s largest company, with a presence in more than 70 countries and a network of more than 1,700 stores. Its business model combines the design, manufacture and direct sale of items from different disciplines with unique brands aimed at different levels of sports practice.
The expansion into Argentina represents another step in the company’s expansion strategy in the Latin American region, where it already operates in the following countries: Brazil, Chile, Colombia, Mexico. In both cases, this approach aims to integrate local manufacturing processes at a later stage of development and offer sports equipment and accessories produced in-house.
With the opening of its first sales office in Vicente López and the simultaneous launch of its online channel, Decathlon begins its operations in Argentina based on a long-term plan that combines investment, territorial expansion and job creation. The company expects strong growth potential in the local market, especially in the mid-range sporting goods segment, where it positions itself as a benchmark.
In this way, due to the opening of the first base and the public response at the beginning of the activities, decathlon And a sustained expansion process is expected over the next few years.
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