Decathlon’s Board of Directors has appointed Javier López as its new CEO, replacing Barbara Martin Coppola, to lead the next stage in the retailer’s evolution.
Sporting Goods Retailer Decathlon Appoints Javier López As CEO
Founded in 1976, sporting goods retailer Decathlon has over 1,700 stores and a vertical business model including research and development facilities, production and supply chain in-house so it can offer high-performance products without a premium price. The brand achieved a thirteen percent reduction in CO2 emissions since 2021 and Decathlon’s Board of Directors has now appointed Javier López as CEO, replacing Barbara Martin Coppola, to lead the next stage in the brand’s evolution.
“As a Decathlonian for twenty-six years, I’m proud of the work we’ve done over the years to bring the benefits of sport to more and more people around the world“, confirms Javier López. “Together, with all our teammates, we will, with determination, enthusiasm and humility, accelerate our economic development and our efforts to serve our human and environmental commitments.“
“I would like to thank Barbara for the impactful work she has carried out over the past three years. Today, Decathlon is a sports brand that is increasingly recognised around the world for its products, its commitments and its positive impact. As Decathlon embarks on a new phase in its history, I have every confidence in Javier and his natural ability to bring people together to drive our ambition, and identify new levers for sustainable growth while further strengthening our unique human and inclusive culture,” says Julien Leclercq, Chairman of the Decathlon Group.
Barbara Martin Coppola has a successful track-record of transforming and growing large-scale companies. She has a strong digital and business background, developed over twenty years. Prior to Decathlon, she held leading positions in IKEA, Google, YouTube, Samsung and Texas Instruments. “Over the past three years, we have initiated a major evolution of Decathlon, moving from ambition to action… we’ve repositioned the Decathlon brand by redefining the customer experience in-store and in e-commerce, which now accounts for 20 percent of our revenue. We have rethought our brand portfolio, signed partnerships with global reach and created new circular economy models… I have every confidence in Javier to lead an ever more ambitious company, in the image of Decathlon,” explains Coppola.
About Javier López
A native of Madrid, Javier López graduated from the Universidad Pontificia Comillas in Madrid and joined Decathlon in 1999, where he has held a variety of positions within the company—in digital, logistics, and retail. Most recently, Javier headed Decathlon Germany from 2012 to 2015, then served as CEO of Decathlon Spain from 2015 to 2022. Having been the driving force behind the company’s strong growth in Spain, Javier was then appointed Global Chief Value Chain Officer in 2022.
About Decathlon
A global multi-specialist sports brand catering to everyone from amateurs to athletes, Decathlon is an innovative manufacturer of sporting goods for all skill levels. With 1,750 stores worldwide, Decathlon and its teams have been working ever since 1976 to fulfill an ongoing ambition: move people through the wonders of sport, to help them be healthier and happier in a sustainable future.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
