Decathlon partners with Valiuz to structure and accelerate its Retail Media strategy
- Hélène Allouard
- Sep 30
- 3 min read
Paris, September 30, 2025 – The Retail Media Network of Valiuz is pleased to announce today the signing of a new strategic partnership with Decathlon, the global leader in sports goods distribution. This partnership focuses on the commercialization and operation of Decathlon's e-Retail Media activities, with an initial emphasis on sponsored products. It marks a new milestone in the brand’s digital transformation, with a clear objective to progressively establish a powerful, scalable, and global Retail Media strategy.
DECATHLON initiates its Retail Media revolution with Valiuz in France
Leveraging the technological, advertising, and data expertise of Valiuz, Decathlon is entering a new phase of its development in France.
This collaboration is not new: Decathlon and Valiuz have been working together since 2018 on enhancing customer insights for retail brands. The strong operational proximity between the two organizations, as well as the transparency in data access provided by Valiuz, has solidified Decathlon's trust in embarking on this new phase of collaboration.
With the growth of its e-commerce activities, the brand required a robust, scalable, and high-performing solution to meet the new expectations of consumers. The Sponsored Product, the first format activated under this partnership, is designed to ensure a seamless, relevant, and non-intrusive shopping experience. By integrating sponsored recommendations coherently into the customer journey, this format enables users to easily discover products tailored to their needs without disrupting their navigation. Launched in April 2025 on Decathlon's website, this offering aims to gradually expand to other product categories and partners, depending on learnings and the brand’s strategic priorities.
Heading International: A Retail Media strategy with potential for expansion beyond borders
Decathlon is considering a roadmap to deploy this Retail Media offering at a European level. Moreover, Decathlon plans to progressively integrate other Retail Media components into its digital ecosystem, ultimately covering all its international markets. Additional Retail Media formats could gradually enrich the offering.
Present in more than 70 countries, the brand aims to make Retail Media a new strategic lever at the core of its business, capitalizing on the strength of its audiences, the richness of its product ecosystems, and its ability to create genuine hubs for living and shopping.
« This partnership marks a turning point for DECATHLON. Our ambition is clear: to make Retail Media a structural pillar, both in France and internationally. By partnering with Valiuz, we’ve chosen an agile partner close to our teams, capable of supporting our scale-up with genuine Retail Media expertise. This rollout around Sponsored Products is just the first step: our goal is to accelerate on other formats and expand into new territories, fully embracing an omnichannel approach to better connect our brand partners with our millions of customers, » said Mathieu Gate, Retail Media Leader at DECATHLON.
« We are very proud of this new collaboration with DECATHLON, which reinforces our position as a leading omnichannel Retail Media player in Europe. This partnership is the result of in-depth work on data and a shared vision of a more effective, measurable, and customer-centric Retail Media. It opens up exciting development opportunities, both technologically and geographically » added Frédéric Marty-Debat, Retail Media Leader at Valiuz.
About Valiuz :
Founded in 2019, Valiuz is a technological alliance that leverages collective intelligence to turn data into a strategic asset for commerce innovation and transformation. With around twenty partner brands—equally strong and complementary (including Leroy Merlin, DECATHLON, Auchan, Kiabi, and Boulanger)—Valiuz integrates and valorizes data to enhance customer insights and strengthen the personalization of shopping experiences. In France, the company has an unparalleled customer database, making it the most significant and diverse source of information available today. Additionally, Valiuz connects brands with consumers during their shopping journey, both online and offline, through its omnichannel and multimarket Retail Media offering, covering the entire customer journey from profiling to on-site, off-site, in-store, and CRM activation, as well as advertising performance measurement. Through its data-driven approach, Valiuz enables retailers to offer more relevant customer experiences, advertisers to optimize their investments, and consumers to benefit from better-targeted and more responsible advertising. Already present in France, Italy, Poland, and Spain, the company aims to quickly become the European leader in data and Retail Media.
About Decathlon :
Decathlon is a global, multispecialist sports brand catering to everyone, from beginners to elite athletes. As an innovative designer of sports products for all skill levels, with a workforce of 101,100 teammates and 1,817 stores worldwide, DECATHLON has been working since 1976 to achieve its continuous ambition: to get its users moving through the wonders of sport. Helping them to be fitter and happier for a sustainable future.
More information: https://www.decathlon.media/fr_FR/
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