DECATHLON and MADEWIS join forces to support Football Clubs in France
DECATHLON, a global multi-specialist sports brand, and MADEWIS, a French company specialized in team sports, announce a strategic partnership aimed at strengthening their presence among sports clubs in France. Together, the two players aim to facilitate access for clubs and their thousands of members to technical and customized equipment, leveraging complementary expertise.
A strategic alliance in team sports
DECATHLON is partnering with MADEWIS, a French family-owned company recognized for its expertise with clubs, particularly in football. Both companies share a passion for sport and maintain close relationships with athletes, supporting them from beginners to the highest levels of performance.
This partnership aims to facilitate clubs’ access to technical and customized equipment. It is built on strong complementarity: DECATHLON brings its product expertise, notably through its Kipsta brand dedicated to team sports, while MADEWIS contributes its market knowledge and support capabilities.
By partnering with a leading player like MADEWIS, DECATHLON is expanding its ability to reach new participants, particularly younger generations. With nearly 25 years of recognized expertise, MADEWIS stands out for its high customer loyalty rate (97%), strong industrial capabilities in customization (printing, branding, embroidery), and close relationships with both professional and amateur clubs - expertise that perfectly complements DECATHLON’s model.
Franco Banfi, Head of Wholesale at DECATHLON stated “At DECATHLON, we believe that sport is experienced first and foremost on the field, as close as possible to those who practice it. This naturally brings us closer to MADEWIS, with whom we share a common vision and project: together, we aim to make everyday life easier for clubs, their members, volunteers, and families. This partnership is a real source of pride: it allows us to combine the strength of our products and sports solutions with MADEWIS’ recognized expertise in supporting clubs."
*On the photo, from left to right: Franco Banfi – Head of Wholesale DECATHLON, Franck Massardier – CEO of Madewis, Xavier Gemin – Chief Value Officer Wholesale, and Stéphane Massardier – Technical and Marketing Director of Madewis.
Clubs at the heart of sports practice
Clubs are at the core of sports participation in France. They structure athletes’ journeys, from discovery to competition, and play a key role in long-term engagement in sport.
Within this ecosystem, football holds a central place, with significant needs for technical and customized equipment. MADEWIS has established itself as a leading player thanks to its strong network, close field presence, and expertise in customization.
Together, the two companies are committed to offering a more accessible, better tailored, and easier-to-deploy offering to meet the needs of clubs and their members.
Franck Massardier, CEO of MADEWIS added: "This partnership with Decathlon marks a new stage in MADEWIS’ development. It is fully aligned with our ambition to sustainably support clubs while remaining true to our DNA and our close connection to the field. By combining our expertise with the strength of the Decathlon brand and network, we will be able to offer an even more comprehensive solution and accelerate the professionalization of clubs."
Kipsta, DECATHLON’s football expertise
In recent years, DECATHLON has strengthened its football expertise through its Kipsta brand, which develops technical products recognized and used at the highest level. The partnership with Antoine Griezmann, as well as DECATHLON’s presence in professional competitions, reflects the brand’s growing influence in the football segment.
This partnership with MADEWIS will make this expertise more accessible to clubs by combining it with local support and customization capabilities. It will also enable participation in MADEWIS CUP events across France for young players and allow clubs to benefit from MADEWIS 2.0 technological innovations.
About DECATHLON
A global multi-specialist sports brand catering to everyone from beginners to top-level athletes, DECATHLON is an innovative designer of sporting goods for all levels of practice. With 101,100 teammates and 1,817 stores worldwide, DECATHLON and its teams have been working since 1976 toward a constant ambition: making the benefits of sport truly accessible to all.
About MADEWIS
Madewis is a French company with more than 25 years of experience serving sports - specifically clubs - through premium brands such as adidas and Kipsta. Our driving purpose: to digitalize, transform, and help clubs rethink their distribution models for equipment packs while generating new revenue streams.
Media Contacts
DECATHLON Media Contact
MADEWIS Media Contact