Decathlon Sports India has partnered with FirstCry to expand the reach of children’s sports products across India, bringing the sporting goods retailer’s kids’ portfolio to FirstCry’s large base of parents and families.
Under the partnership, FirstCry customers will have access to a curated portfolio of more than 500 Decathlon products across sports and active-lifestyle categories. The range includes apparel, footwear, accessories and sports equipment covering skating, swimming, badminton, tennis, football, cricket, cycling, fitness and outdoor sports.
The collaboration is aimed at making sports products more accessible to children and encouraging participation in sports and physical activities from an early age.
Decathlon expands its digital reach
The partnership gives Decathlon access to FirstCry’s more than 25 million registered users across metropolitan as well as Tier 2 and Tier 3 markets.
For Decathlon, the collaboration adds another digital retail channel through which its children’s sports portfolio can reach families across different parts of the country. The company has been expanding its presence across retail and digital channels as part of its wider omnichannel strategy in India.
Through this collaboration, Decathlon Sports India and FirstCry aim to support parents in encouraging movement, play and active participation in sports,” said Sankar Chatterjee, CEO, Decathlon Sports India.
FirstCry broadens its kids’ portfolio
For FirstCry, adding Decathlon’s portfolio expands the range of products available to parents beyond traditional baby and childcare categories. Sports equipment, activewear and outdoor products give the platform a dedicated offering for children involved in sports and recreational activities.
The more than 500-product assortment gives parents access to sports essentials across both individual and team sports, covering everything from swimming and skating to cricket, football, tennis and badminton.
The partnership also extends Decathlon’s reach into FirstCry’s existing family-focused shopping ecosystem, allowing parents to discover sports products alongside other products purchased for their children.
Supam Maheshwari, CEO and founder of FirstCry, said the partnership would make sports gear more accessible to children and parents through the platform, while combining FirstCry’s understanding of young families and nationwide reach with Decathlon’s sporting expertise.
For FirstCry, the addition strengthens its presence in the children’s active-lifestyle segment, while Decathlon gains access to a larger pool of families across India.
The companies expect the collaboration to support greater access to sports products and encourage children to take up physical activities from an early age.