On November 8, The Sports Network Decathlon It arrived in Argentina by opening its first store in the country, located in the Al Río de Vicente López complex. More than 10,000 people attended the launch event, which became the company’s best-selling launch across America and No. 1 worldwide that weekend.
the Lines to enter They started the day before the opening, and by 9 a.m. on Friday there were already more than 3,000 people waiting for the opening. The first 300 visitors received gift cards worth up to P400,000, while the first 500 visitors received souvenirs.
During the day, the new space – measuring 3,000 square meters – maintained a constant flow of audience with a maximum capacity of 700 people. The building is located inside Rio Complexoffered a complete experience with activities related to sports and entertainment. Visitors were able to see more than 5,000 products from 65 sports disciplines available in Argentina for the first time within the Decathlon format.
Store A Comprehensive proposal Which included exhibitions, demonstrations and participatory activities targeting all audiences. Proposals included a freestyle football show, presentations, interactive games, raffles, live music by Las Aleman and stations with temporary tattoos and custom t-shirts.
In conjunction with the in-person opening, Decathlon has enabled its online sales channel, decathlon.com.arStarting at noon on November 8th. The platform allows access to the full product offering from anywhere in the country, with options for beginners, amateurs or professional athletes. The Vicente López store is open daily from 9am to 10pm and represents the starting point of the company’s expansion plan in the Argentine market.
Pre-opening event and institutional attendance
Two days before the official launch, on November 6, a pre-opening event was held with the participation of managers of Grupo One – the company responsible for the brand’s entry into the country – and representatives of Decathlon Argentina. Among those present were contributors Manuel Antelo, Pedro Aguirre Saravia and Sabine Molise. David Colas, CEO of Carrefour Argentina, Decathlon’s strategic partner, was also present at this first opening, along with authorities of the Government of Vicente López and representatives of the French Embassy.
The day also witnessed the presence of guests from Sports and artistic field, They include Bambita Ardohin, Eva De Dominici, Delfina Blaquier, Ignacio Figueras, Tiziano Gravier, Pam de la Iglesia, Luis Aversa Lucero, and sports content creators Dani and Gabriel. It was hosted by journalist Leo Montero.
Growth strategy and forecasts
Francisco TidinThe public response has exceeded initial expectations, said Decathlon Argentina’s Chief Operating Officer. As he explained, the project seeks to “transform the way Argentines engage in physical activity” through an offering focused on accessibility, innovation and sustainability.
For her part, Majella Mendes, the company’s commercial director, indicated that the opening represents “A major strategic step to position the brand in the country.” He added that the reception from the local audience confirms the interest of Argentine consumers in sports proposals with diverse specializations and competitive prices.
Decathlon plans to open More than 20 stores in Argentina in the next five yearsWith investments estimated at more than 100 million dollars. The plan includes construction 750 direct job opportunities A logistics network will accompany the growth of the digital channel.
New openings and national expansion
Among the company’s next goals are two new openings in the Autonomous City of Buenos Aires: one in Shop Abasto And another in Upper PalermoScheduled for 2026. In parallel, the group is analyzing different sites in the interior of the country to expand its presence outside the Buenos Aires metropolitan area.
he Expansion model It includes large-scale stores, with wide areas of expertise and personal attention, in addition to integration with the online platform to ensure the availability of the product throughout the national territory.
The Decathlon and its global location
Founded in France in 1976, Decathlon is currently a chain of companies Sporting goods The largest in the world, with a presence in more than 70 countries and a network of more than 1,700 stores. Its business model combines the design, production and direct sale of goods for multiple disciplines, with its own brands targeting different levels of sporting practice.
The arrival in Argentina represents a new step in its expansion strategy in Latin America, a region in which it already operates in countries such as Brazil, Chile, Colombia and Mexico. In all cases, this approach aims to offer self-produced sports equipment and accessories, integrating local manufacturing processes in later stages of development.
With the opening of its first point of sale in Vicente López and the simultaneous launch of the online channel, Decathlon begins its operation in Argentina with a long-term plan that combines investment, regional expansion and job creation. The company expects the local market to have high growth potential, especially in the mid-range sporting goods segment, where it plans to position itself as a benchmark.
In this way, the launch of the first site and the general response in the first days of activity enhance the entry Decathlon In the country, we expect a sustainable expansion process that will extend in the coming years.
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