We were there for the opening of Alltricks’ new Paris store

Getting closer to Parisians, sharing moments and emotions with them, and offering them the very best. That is Alltricks’ (Decathlon Group) ambition with the opening of a new store in the heart of the capital, just steps from the Arc de Triomphe and the Champs-Élysées. The shop strengthens the company’s presence in the Île-de-France region, becoming its third 450-square-metre location in the 17th arrondissement. “This store is a symbol, 300 metres from the Arc de Triomphe. It is a place of victory, one of the key passages of the Tour de France and the Paris Marathon,” explains Nicolas Burger, the group’s co-CEO.

“It is a roundabout, a meeting point, where roads come together and routes cross. We are 500 metres from the Bois de Boulogne, where our future team outings will take place, and just 2 km from the Hippodrome de Longchamp, a favourite spot for cyclists.” Alltricks wants the store to become an anchor point for the brand. Numerous group runs will set off from 20 rue des Acacias in the coming weeks.

A French success story

Founded in 2008 by Gary Anssens, Alltricks, a specialist sports retailer, has established itself over the years as a leader in online sales. That success has since extended to a growing network of physical stores. Annemasse, Bordeaux, Bouc-Bel-Air, Bron, Coignières, Issy-les-Moulineaux, Lille, Toulouse and now Paris: the openings keep coming. More are already planned in the coming months, notably in Rennes and Strasbourg. The strategy is to stay close to athletes and offer products and services across France.

To support this growth, the company relies on several pillars. Alltricks’ success is built on a number of factors. The first is its breadth. A service-focused mindset summed up by “an obsession with customer satisfaction.” The brand wants to meet the needs of its community, whatever their level or requirements. “We select the best brands and try to offer athletes the best possible service and support through our teams of enthusiasts, explains Nicolas Burger. “There are few companies in France and Europe capable of offering such a broad range and such a high level of service, which is what sets us apart.”.

A broad range of products and services

Alongside products, every store offers a wide range of services and brands, including repair workshops, bike fitting and gait analysis. The two-storey Paris shop also features a treadmill and an indoor trainer, allowing customers to test equipment in real-world conditions.

Another pillar of the model is an omnichannel approach. “This store is a perfect example. You’ll find sales staff here equipped with tablets to help customers,” says the co-CEO. Beyond click and collect, equipment is available both in-store and online. Customers can order from the shop and have their purchases delivered to their homes. “All our systems are connected, and we will be taking this omnichannel approach even further in the coming years. Retail will have an increasingly important role, as we continue opening stores, in Rennes in two months and Strasbourg at the beginning of next year, along with other surprise projects before then.”.

Strong ties with consumers and athletes

Alltricks offers 900 brands and 100,000 products deliverable within 24 hours across France and to more than 70 countries. Public engagement matters to the group. The Paris store is another step towards meeting customers face to face. Almost 100 events are organised from the stores every year. On the eve of the opening, the public was invited to take part in a VO2 max testing evening. The goal is to help athletes excel in their sport.

The new Paris location should become part of that strategy. “Beyond being a store, we would like to use this space to bring in athletes, have them interact with the public and organise meetings with them,” the specialist adds. Supporting athletes on their journey towards their highest level is a major priority, as shown by the recent announcement of the trail team formed in partnership with HOKA.

Several elite athletes were invited on March 19, the day of the opening. Alexis Hanquinquant (French, European, world and Paralympic triathlon champion), Clara Copponi (multiple world cycling medallist and track sprinter with Lidl Trek), Julien Bernard (Lidl Trek rider). Also present were the two Alltricks athletes, Julien Absalon (multiple Olympic and world mountain bike medallist, now turning to trail running) and the brand’s latest recruit, multiple French national athletics team selection Etienne Daguinos, a former European record-holder over 10 km.

Etienne Daguinos, a major new signing for Alltricks

The company continues to expand its roster of athletes. That strategy also involves developing teams and collectives. The latest example is the signing of Etienne Daguinos, 2025 European 10 km silver medallist. “He is our new road-running figurehead; we were still missing a face in that discipline. Alltricks is known for cycling, since that is where the brand comes from, so joining forces with profiles like his allows us to diversify,” says Alban Gleyze, Alltricks’ Sports Marketing Leader. On the women’s side, the brand supports Augustine Emeraux-Lombard, a two-time French marathon runner-up, as well as Augustine Haquet, 2026 French Elite indoor 3000 m champion. “We are backing athletes with a future, including on the road and track, to raise our profile in those disciplines.”.

The contract provides additional stability and allows Etienne Daguinos to pursue a more complete project. The elite runner regularly includes cycling in his training, a quality that appealed to the brand. “It’s a great opportunity to be properly equipped for both running and cycling. On top of that, this retailer brings together all my partners: ASICS, Baouw and Coros. They were looking for a road-running athlete to round out their ambassador team across different sports. Joining this collective, meeting and exchanging ideas with other athletes, is enriching.” The middle-distance runner will compete in the Berlin Half Marathon and the Lille 10K before taking on the Paris Marathon as a pacemaker. The US Talence athlete is targeting some big performances after his disappointment in Lisbon.

I had built up a high level of fatigue by the end of January, and my team and I identified the causes. My form is coming back. I want to line up for races when I’m at 100%. This summer, I’ll focus on the 5000 m, starting with the Paris Diamond League meeting at the end of June. “I hope to arrive in great shape and run a strong time before the European Championships. The French athletes have shown us that it is possible to fight at the front, so we will certainly be up there.”

Address: Alltricks Paris 17 / 20 Rue des Acacias – 75017 Paris

With the opening of a new store in the heart of the capital, Alltricks is sending a strong message: the company plans to keep climbing, continuing to invest in digital while building an increasingly substantial presence on the ground, closer to its community.

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