Decathlon launches paddle-sport brand Itiwit

By

Marion Deslandes

Translated by
Nicola Mira

Published
Mar 9, 2017

Itiwit has become independent. Formerly used to label a small array of products part of Decathlon's Tribord line, the range has now turned into a fully fledged brand, on offer at the French sports giant's stores. The name 'Itiwit' is a contraction of the words 'itinerary' (also meaning route, or tour, in French) and 'Inuit', and refers to the inhabitants of Greenland and the Arctic regions, the first to practice kayaking many centuries ago.

The new label joins the ranks of the twenty or so other 'passion' brands by Decathlon, among them Kalenji, Domyos and Kipsta. It focuses exclusively on paddle sports such as stand-up paddle boarding and kayaking, aiming to make them widely accessible. "We want to make the pleasure and benefits of paddle sports widely available, developing products designed to make users as comfortable and safe on the water as on land," stated Decathlon.

The sport retailer first developed an inflatable kayak in 2014, which it sold as part of the Tribord range. Itiwit now features some ten kayak models, six paddle boards, life jackets, wetsuits and watertight bags. They are developed by a team of engineers, designers and prototype makers based in Hendaye, in the French Basque Country.

Itiwit features its own specific communications strategy, allowing the new label to offer advice to sport practitioners all year round on its website.