What: Decathlon renamed its e-shop, social media handles, and the front of three stores in Belgium to ‘Nolhtaced’ to bring awareness to the idea of ‘reverse shopping’.

Why it is important: The retailer has taken a loud approach to alert customers of its shift into reselling and second-hand by changing its name for October.

Customers can now bring back articles to give them a second life through repair or recycling. The initiative also opens the possibility of targeting clients with a smaller budget by selling used equipment at a lower price. Customers who participate by bringing back sporting goods from all brands will be rewarded with vouchers valid for two years.

In Belgium alone, they have already collected 26,000 products.

In Belgium, Decathlon renames itself for second-hand awareness