Decathlon India is set to roll out its flagship sustainability campaign, Second Life Bazaar, marking the sports retailer’s largest circular retail initiative across the country.
Timed to coincide with World Environment Day, the 11-day campaign runs from June 5 to 15 across 68 Decathlon stores nationwide. The effort promotes sustainable consumption by encouraging customers to repair, reuse and repurpose their sports gear through a mix of buyback offers, resale of refurbished equipment, and DIY maintenance workshops.
The campaign is part of Decathlon’s larger circular business model being introduced in India, aligning with the company’s global focus on waste reduction, environmental responsibility and regenerative business practices. The brand aims to increase its circular product portfolio by 28% to 30% this year and triple its circular turnover by 2027—a projected 200% growth over 2024. By then, Decathlon estimates that over 300,000 sports products will be diverted from landfills.
Second Life Bazaar will feature an array of services, including buyback of used Decathlon cycles and fitness equipment for store vouchers, sales of pre-owned gear at 30% to 60% discounts, and repair and maintenance services for cycles, scooters, rackets, and skates.
“We have always believed that accessibility and sustainability must go hand in hand. As our customers evolve, so does our responsibility to offer high-quality, long-lasting products that not only reduce environmental impact but also address affordability,” said Sankar Chatterjee, CEO, Decathlon India. “Sustainability is a year-round commitment for us, but the Second Life Bazaar holds special significance as we mark World Environment Day, a moment to reaffirm our dedication to responsible consumption. Through this campaign, we are reimagining sports retail as a space where people can play more, pay less, and make choices that benefit both the planet and their performance.”
The initiative is already gaining momentum in major metros including Bengaluru, Pune, Kolkata, Delhi NCR, and Chennai, as well as in fast-growing markets across East India and Tamil Nadu. Supported by a targeted ad campaign, the initiative aims to nudge consumers toward more conscious purchasing behavior, encouraging them to rethink how they buy, maintain and discard sports equipment.
“Circularity is an environmental strategy as well as a transformative approach to how we perceive value,” said Annie George, Leader – Sustainable Development, Decathlon India. “With the Second Life Bazaar, we are enabling our customers to actively participate in sustainability by extending product lifecycles, reducing waste, and creating tangible environmental benefits. Our goal is to shift perceptions, inspire sustainable practices, and drive meaningful environmental outcomes through everyday actions.”
The campaign aligns with national missions like Mission LiFE, reinforcing Decathlon’s role in promoting circular economy principles in India’s retail landscape. The company’s strategy focuses on responsible manufacturing, affordability, and accessible sustainability.
Globally, Decathlon has launched similar circular retail models in countries including France, Spain, Italy, Portugal, the United Kingdom and Poland. With the Second Life Bazaar, the company extends its global commitment to environmental stewardship to Indian consumers, further strengthening its position as a leading sustainable and inclusive sports brand.