The future seems bright for Decathlon as it continues to grow, opening 60 new stores throughout Europe and China. Within France, Decathlon is viewed by consumers as one of the favorite brands and a top company for which to work. The only dent in the group’s results has been the competition from a growing number of smaller specialty sports retailers that have responded to increased consumer demand for professional sports equipment. Intersport, its main competitor in France, is positioning itself to appeal to this segment. Decathlon, therefore, continues to innovate in products to meet these requirements, most recently with the launch of pliable bikes and scooters.