Decathlon gives running its own store in the heart of Lille

Decathlon is continuing to roll out its specialist running concept in northern France. Born in the region, the brand has opened a store at 44 rue Nationale in Lille dedicated entirely to running and trail. It is a symbolic return to its roots as Decathlon celebrates its 50th anniversary, while adding a new format to the stores already operating across the Lille metropolitan area.

Lille, a city of runners

The choice of city was no accident. The main running events in and around Lille attract more than 45,000 race entries. According to Decathlon, 25% of local sports participants run, making it the area’s second most popular outdoor sport. The metropolitan area therefore has a strong ecosystem, driven by an active running community and a packed calendar of sporting events.

“ Lille is a city of runners, with a very active and passionate community,” says Emie Livet, the store manager. Her ambition is to make it “far more than just a retail outlet”: a place to spend time and meet others, where runners of every level can find advice and a team to talk to about the sport.

© Decathlon

© Decathlon

More than 50 shoe models and a gait analysis

The 150 m² store aims to cover the full spectrum of needs. It stocks more than 50 shoe models, alongside a selection of apparel, accessories and nutrition products. Kiprun, Decathlon’s running and trail brand, shares the shelves with established names from across the market. There is a local connection too: Jimmy Gressier, Kiprun’s leading athlete, is himself from northern France.

The store’s standout feature is its dynamic gait analysis, available on the spot or by appointment. The process is straightforward: you run for a few minutes wearing connected insoles that measure your foot strike and running mechanics. The data then helps the advisors understand your gait and point you towards a suitable selection of shoes. You leave with personalised recommendations, making it easier to choose a pair you feel comfortable and confident in.

A team of passionate runners

Behind the counter, five staff members, all experienced runners, welcome and guide customers according to their goals, experience and running style. According to Decathlon, its Bordeaux and Annecy stores have confirmed the value of support tailored closely to each runner’s needs.

© Decathlon

© Decathlon

A space built around the community

The store also plans to bring Lille’s running scene to life with regular events: group runs, meetings with local clubs and test sessions. It is a chance to try the latest innovations in real-world conditions and share the sport with other runners.

For Bastien Grandgeorge, general manager of Decathlon France, the opening fits “perfectly alongside” the brand’s other store formats in the metropolitan area. He sees it as a way to bring product technology closer to runners’ expectations through personalised support from the store team.