Decathlon has switched the spelling of their trademark brand name to promote its reverse selling initiative.
The French sports retail giant has held the name ‘Decathalon’ since it was founded in 1976. But, throughout October, this has temporarily changed to ‘Nohltaced’ across a number of its stores in three Belgian cities and across Decathlon’s social media channels and website.
The name change is part of a new reverse selling scheme where customers can trade in sporting goods (except underwear, swimwear, socks, and helmets) from all brands in exchange for in-store vouchers.
According to Decathlon, this has already led to 26,000 items being exchanged in Belgium this year, worth over €593,000.
“The goal is to reuse as much equipment as possible to reduce the impact on our environment and avoid waste,” said a press release from Nolhtaced Belgium. “Decathlon’s second-hand product range will also allow less fortunate consumers to buy quality sports equipment at a lower price”
The fashion industry is responsible for about 10% of global carbon emissions and 20% of wastewater, and uses more energy than the aviation and shipping industries combined.
“Our classic consumption pattern has to change: buy fewer new products and resell, repair or rent older material. Consumers are also starting to look at stuff differently than before. It is less about possession and more about use,” Joeri Moons, sustainability manager Nolhtaced Belgium, said.
This initiative also comes at a time of increasing poverty in Belgium, with many people struggling to afford new sports gear, the promotion will help people on lower incomes afford and enjoy equipment that may otherwise be too expensive.
