Societal and
Cultural insights
both individual & collective.
It’s not about following the trends; it’s about creating a new path together. Stimulate, inspire, inform and nourish creative strategy to support DECATHLON ambition.
This analysis of societal and cultural insights & aesthetic trends allows us
to imagine different possible futures.
Our obsession: Fostering creativity & sparking inspiration!
Cultural Pulse
Is not just another trendbook
The Cultural Pulse is the annual anchor
of our Global Brand Creative Direction,
100% infused with our DECATHLON purpose & platform!
Decode emerging trends, identify strategic
socio-cultural dynamics to support our DECATHLON ambitions. Reveal engaging voices, track inspiring communities & capitalize on their attitudes, motivations
& emotions.
The CULTURAL PULSE is the fruit of an intensive collaborative process with a pool of internal & external experts, and creative talents rooted in multiple domains and countries.
Above all, it’s your 100% personalized tool to guide creative
decision-making & help you determine concrete action levers
for DECATHLON.
Let’s Immerse yourself in it and be surprised!
VIDEO PODCAST
Pulsers
You enjoyed discovering the artists, researchers
& personalities who challenge our view of the world through the CULTURAL PULSE 2026…
Especially for DECATHLON & its creative community, 3 of them accepted the challenge of being interviewed by Thibaut de Saint Maurice, philosophy researcher, founder of the Paris Podcast Festival, and radio chronicler.
PULSERS – VIDEO PODCAST invites us into
the intimacy of their atelier, their playground,
to question their research and creative work processes, always in line with our 3 themes:
ELASTIC STABILITY, LALALIFE & REDISCOVERY.
HABIT & USAGE MONITORING ATTITUDE & NEOBEHAVIORISM
H.U.M.A.N
With the 2026 issue of CULTURAL PULSE, you met
3 communities highlighted in the new
“people in motion” section of each theme.
H.U.M.A.N invites you to catch up with them 6 months later!
Through social listening, this is your new tool for decoding the aspirations and behaviors of these 3 communities.
What's up
WHAT’S UP is here!
Get the pick of the latest artistic, cultural,
and sporting news with this moodletter!
6 sections to enlighten and stimulate your creativity:
& sometimes « FOCUS ON » a bonus on the new store opening, exhibition, or trade show.
#W43 What's Up
#W42 What's Up
#W40 What's Up
#W38 What's Up
#W38 What's Up
#W37 What's Up
#W36 What's Up
#W36 What's Up
#W30 What's Up
#W10 What's Up
#W06 What's Up
Reports
Stay connected to the new aspirations and behaviors of consumers around the world. Or get the latest data that
will make all the difference to your briefs & presentations. Explore here the latest surveys, reports from the agencies we collaborate with, or a selection of the most relevant ones we catch for you!
