- Starting 5th June, the campaign will offer India’s largest circular retail experience, engaging customers through buyback, resale, and DIY maintenance workshops
- The initiative reflects the brand’s commitment to making sustainable choices more accessible for consumers, with a goal to grow its circular product portfolio by 28%to 30% this year.
TVC link- https://drive.google.com/file/d/1j2vOFTgBAYlCq-7E7y_Cd6OmaPjStezB/view
New Delhi; 3rd June, 2025: Decathlon, the global multi-specialist sports brand, is set to launch its flagship sustainability campaign, Second Life Bazaar, marking India’s largest 11-day long circular retail activation. Scheduled to begin on World Environment Day from June 5th to 15th, across 68 stores nationwide, the Bazaar is designed to encourage sustainable consumption by empowering customers with hands-on DIY maintenance workshops and practical ways to prolong the lifespan of their sports gear.
This campaign is part of Decathlon’s launch of its circular business model in India, furthering its global commitment to the environment, waste reduction and regenerative business for a more sustainable future in the sports industry. Through circular models such as repair, buyback, resale, and DIY spares, Decathlon is set to triple its circular turnover by 2027, a projected 200% growth compared to 2024. With these efforts, Decathlon anticipates diverting over 3,00,000 sports products from landfills by 2027, creating a measurable reduction in environmental impact.
Second Life Bazaar brings Decathlon’s comprehensive circular offerings under one roof – buyback of cycles and fitness equipment, sales of refurbished sports gear, and repair and DIY maintenance services. Through this, customers get an opportunity to sell their used Decathlon cycles instantly for store vouchers, purchase high-quality pre-loved products at discounts of 30% – 60% off MRP, and avail repair services for sports gear including cycles, scooters, rackets, and skates.
Through this initiative, Decathlon is driving a meaningful behavioural shift toward circular consumption by making sustainable choices practical and accessible. Supported by a targeted advertisement and communication campaign, consumers are encouraged to reconsider how they buy, care for, and part with their sports equipment, fostering conscious consumption. The initiative has already gained early momentum in metro cities and rapidly growing regions, notably Bengaluru, Pune, Kolkata, Delhi NCR, Chennai, East India, and Tamil Nadu.
Talking about the campaign Sankar Chatterjee, CEO, Decathlon India, said, “We have always believed that accessibility and sustainability must go hand in hand. As our customers evolve,so does our responsibility to offer high-quality, long-lasting products that not only reduce environmental impact but also address affordability. Sustainability is a year-round commitment for us, but the Second Life Bazaar holds special significance as we mark World Environment Day, a moment to reaffirm our dedication to responsible consumption. Through this campaign, we are reimagining sports retail as a space where people can play more, pay less, and make choices that benefit both the planet and their performance.”
Annie George, Leader Sustainable Development, Decathlon India, added, “Circularity is an environmental strategy as well as a transformative approach to how we perceive value. With the Second Life Bazaar, we are enabling our customers to actively participate in sustainability by extending product lifecycles, reducing waste, and creating tangible environmental benefits. Our goal is to shift perceptions, inspire sustainable practices, and drive meaningful environmental outcomes through everyday actions.”
Second Life Bazaar aligns closely with India’s national sustainability initiatives such as Mission LiFE, reinforcing Decathlon’s leadership in embedding circular economy principles within the sports retail sector. The brand’s strategy emphasises responsible manufacturing and consumption, affordability, and reduced environmental impact, while directly addressing consumer demand for practical and sustainable choices.
Globally, Decathlon has successfully implemented similar circular retail models in markets such as France, Spain, Italy, Portugal, the UK, and Poland. The Second Life Bazaar in India further establishes Decathlon’s commitment to global environmental responsibility, reinforcing its position as a leading sustainable and inclusive sports brand worldwide.
