Milan, 8 September 2026 — Decathlon Italia and Movopack announce the second phase of their collaboration, expanding the project successfully launched in May 2025. The new phase introduces significant developments designed to make the reusable packaging option even simpler and more immediate to choose during the online purchase journey, while strengthening the integration between the digital experience and physical stores in an increasingly omnichannel approach.

In 2025, Decathlon Italia introduced Movopack's reusable packaging for a selection of Ship-from-Store orders, achieving exceptional results: 95% of surveyed customers said they were satisfied with the experience, and 82% reported an improved perception of the Decathlon brand, as reflected in a Net Promoter Score of 67. On the environmental side, the initiative has already avoided more than 6,000 kg of packaging waste. The strength of these results led both companies to scale the project, introducing new selection and return options to increase adoption and amplify the initiative's impact.

From today, customers can select Movopack reusable packaging directly at checkout, making the sustainable choice an integral part of the purchase process. In addition to returns via any postbox in Europe, the packaging can now also be returned at any Decathlon store in Italy, creating a new point of contact between the online channel and physical points of sale. Customers who return their packaging will receive a dedicated gift card, giving tangible value to the act of reuse.

Dorothée Monsigny, Head of Sustainability at Decathlon Italia, comments:

“For years we have worked to ensure that our Purpose is inseparable from our commitment to environmental sustainability. With Movopack we have taken a further step forward with a concrete and measurable initiative, involving more and more athletes in this journey and commitment.”

Tomaso Torriani, CEO of Movopack, adds:

“The project with Decathlon is entering a new phase, with the goal of expanding the impact of reusable packaging and strengthening the connection between the online experience and physical stores. Introducing packaging returns across all Decathlon stores is an important step, because it makes reuse even easier for consumers and opens up new value opportunities for the brand. We are continuing this journey with enthusiasm, aiming to deliver ever more ambitious results and an ever greater environmental impact.”

Movopack reusable packaging is designed for more than 20 uses. According to a preliminary third-party LCA study, compared with single-use cardboard with 70% recycled content, over 20 uses it delivers a 75% reduction in CO₂ emissions, 72% less energy consumption, 75% less water consumption and up to 98% less packaging waste.

The value of the initiative was also recognised at the Blue Green Economy Award 2026, where Decathlon Italia received the Special Award for Wellbeing & Sport. The recognition, promoted by the For Human Community Association within the Comunicazione Italiana network, is awarded by a jury of academics, managers and sustainability professionals, and rewards projects that stand out for innovation, measurability of results, impact and replicability in other contexts.

Thanks to the network of 142 Decathlon stores in Italy, reusable packaging also becomes a new point of connection between e-commerce and physical retail. The journey brings together three moments – selection at checkout, in-store return and a gift card reward – turning the return of the packaging into an additional opportunity to visit the store. It is a model that shows how sustainability can be integrated into the customer journey without adding complexity to the shopping experience while, at the same time, helping to create a more continuous relationship between the digital channel and the physical network. Reuse thus becomes not only an environmental lever, but also an enabler of a more connected and potentially scalable omnichannel experience.

The collaboration between Decathlon Italia and Movopack is a concrete example of how sustainability can be scalable and integrated into the everyday shopping experience.

DECATHLON:

A global multi-specialist brand for every athlete, from beginners to professionals, Decathlon is an innovative producer of sporting goods for every skill level. With over 101,100 teammates and 1,817 stores worldwide, Decathlon and its teams have been working continuously since 1976 to make the joys and benefits of sport truly accessible to everyone. In Italy, Decathlon runs projects across 143 stores, 3 logistics warehouses and 2 production sites.

MOVOPACK:

Movopack is a Milan-based company revolutionizing sustainable packaging through circular systems designed for retail, e-commerce, and B2B brands. Founded by lifelong friends Tomaso Torriani, Alberto Cisco, and Andrea Cipollone, Movopack offers customizable, returnable packaging paired with an efficient reverse logistics system that helps brands eliminate single-use waste. With over 100 clients across Italy, the UK and France, Movopack enables companies to reduce emissions, cut costs, and turn their packaging into a powerful storytelling tool that reflects their unique identity.