Decathlon

Decathlon is a French sporting goods retailer known for vertically integrating design, manufacturing, and retail under its own in-house brands rather than reselling third-party labels like Nike or Adidas. Its main differentiator is affordability across dozens of sport-specific categories, from cycling to hiking to badminton, each covered by a dedicated house brand (e.g., Van Rysel, Quechua, Kalenji).