French sporting goods brand Decathlon has made heads turn by changing its name in three of its Belgium stores. The brand’s new name, ‘Nolhtaced’ is nothing but Decathlon spelt backwards and will be in effect for a month.
The reason for the brand’s name change is in fact a marketing drive aimed at promoting Decathlon’s new move of reverse shopping where it offers to buy products its customers are no longer using. As per this, customers will be able to resell their old or unused sporting goods to the brand. Decathlon intends to in turn get the products repaired and resold under warranty, a move intended to ‘promote more environmentally-friendly practices’ as per a press release. Decathlon is not only open to purchasing its own products back but also those from other brands, providing customers with Decathlon purchase vouchers in exchange. The vouchers will be valid for two years and can be used to purchase new equipment, second-hand items and more.
Decathlon has changed its name on three shop facades in Evere, Namur, and Ghent in Belgian as well as changed the logo on the Decathlon Belgium website as well. "The objective is to reuse as much equipment as possible in order to reduce the impact on our environment and avoid waste. Decathlon's second-hand offer also allows less fortunate consumers to buy quality sports equipment at lower prices," said the brand’s press release.
In India too, the brand has previously made an attempt to take conscious steps in their way of business. In May last year, Decathlon tied up with sustainable Indian brand Doodlage to upcycle customer returns. Find out all about it here