What: Asda and Decathlon have partnered to add over 480 Decathlon sporting products to George.com, marking the largest product launch on the website to date.

Why it is important: This partnership signifies Asda's strategic move to expand its online product offerings, particularly in the sportswear category, and enhances its ability to compete in the market by leveraging Decathlon's trusted brand and extensive product range.

Asda has collaborated with Decathlon to introduce nearly 500 Decathlon products on George.com, including a variety of sporting goods such as clothing, shoes, and sports accessories. This partnership follows Asda's previous integration of 22 Decathlon concessions in its stores. According to Michael Rowles, senior director of online trading at George.com, this move is a key part of Asda's strategy to expand its online product ranges. The partnership with Decathlon is complemented by Asda's recent agreement with Virtualstock, Europe’s largest dropshipping platform, which will further enable Asda to grow its third-party offerings and expand its product ranges in 2025.

Asda partners with Decathlon for sportswear expansion