Decathlon launches surfing brand Olaian
In the space of a few months, Tribord, the water-sports line by French sport retailer Decathlon, has spawned three new brands. Having developed a range for paddle sports, including kayaking and paddle-boarding, under the Itiwit label, followed by Subea, dedicated to underwater sports (scuba diving above all), Tribord has now launched Olaian, its new surfing brand.
The brand, with its stylized wave logo, has been conceived at Decathlon's development centre for water sports, located since 1996 in Hendaye, in the French Basque region, and will feature several product categories ranging from surf boards to wetsuits, swimsuits and accessories.
Olaian products will only be available from 2018, but the brand is already looking for ambassadors. It has recently launched an online campaign to recruit a team of amateur surfing aficionados, who will have the chance to test products ahead of their launch, will be asked to contribute their advice on innovations and collections and will share their experiences on social media.
After launching Olaian, Itiwit and Subea, Tribord will now turn its attention to sailing, and will give a face-lift to its related logo. Water sports are one of Decathlon's key growth vectors, helping the sport retailer in 2016 to top the €10 billion revenue mark (+12%). Last year Decathlon celebrated 40 years in business, and now operates nearly 1,200 stores worldwide, of which 300 in France.
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