Nohltaced is the indication of reverse of Decathlon. The brand is promoting reverse shopping in Belgium. As a buyback, customers can resell old or unused sporting goods to Decathlon, for repair and resell under warranty.

Already, Decathlon has purchased back 26,000 items during a test phase earlier this year. The goal of this campaign is to reuse as much equipment as possible by reducing its environmental impact.

The brand feels the classic consumption pattern has to change and involve buying fewer new products and reselling, repairing or renting older material.The French sporting goods retailer is present in 69 countries around the world including the United States, Algeria, Vietnam, Malta, Japan, South Korea and Ukraine, and the target is to reduce by 2026 carbon dioxide emissions per product sold by 40 per cent for all its sports categories. Decathlon wants to achieve these targets by a number of sustainable strategies, including using 100 per cent renewable electricity by 2026 in its stores and warehouses.

In addition, all of Decathlon’s new products will be eco-designed and Decathlon is also striving towards using just one per cent air freight for its transportation needs and reducing the impact of other means of transport, such as through maritime or road. The aim is to grow sustainably and make sure everyone can play sports in an environmentally conscious way.