Decathlon took a very interesting way to announce its new sustainability campaign. As part of the campaign, the Decathlon sign was taken down and the “Nolhtaced” sign was hung in the Decathlon stores in the Belgian cities of Evere, Namur and Ghent for one month. At the same time, it was decided to add a new logo to the websites and social media accounts of the relevant stores. The main aim of the brand which tries to encourage “reverse shopping” with this step is to enable customers to sell their old or unused sports goods to Decathlon so allowing the products to be repaired and resold under warranty.