Villeneuve-d’Ascq, Hauts-de-France, France, March 2025 — Javier López Segovia has been appointed as the Chief Executive Officer of Decathlon, bringing over two decades of deep-rooted experience within the company. With 26 years of service at Decathlon, he has held pivotal leadership roles across logistics, digital, and retail functions, having notably led Decathlon Germany from 2012 to 2015 and Decathlon Spain from 2015 to 2022.
In his most recent role as Chief Global Value Chain Officer, he oversaw strategic transformation efforts to optimize Decathlon’s global operations. Previously, as West Europe CEO, he played a significant role in strengthening Decathlon’s footprint across the region. His wealth of experience across various geographies positions him ideally to lead Decathlon into its next chapter of global growth.
Javier steps into the CEO role following the tenure of Barbara Martin Coppola, who served as Decathlon’s Chief Executive Officer since March 2022. During her leadership, she spearheaded a wide-ranging transformation, including a redefinition of customer experience and a sharp increase in e-commerce revenue, which now represents 20% of Decathlon’s business.
Expressing gratitude for the opportunity, Javier reiterated his commitment to advancing Decathlon’s mission of making sport accessible to everyone and emphasized the importance of continuing to enhance digital engagement, drive innovation in retail, and expand the brand’s global presence.
We are all delighted sportspeople who have turned our passion into our job, which is: “to sustainably make the pleasure and benefits of sport accessible to the many”.
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