Decathlon Teams Up With FirstCry to Put Sports Gear in Front of 25 Million Indian Families

Decathlon Sports India is making a major push into India’s young-family market through a strategic partnership with FirstCry, bringing more than 500 kids’ sports products to the platform.

Decathlon Sports India is taking its fight for India’s next generation of sports enthusiasts directly to parents, partnering with FirstCry to make sports gear easier to discover and buy for millions of young families.

The collaboration gives FirstCry’s 25 million-plus registered users access to a curated selection of Decathlon products for children, spanning apparel, footwear, accessories and sports equipment. The move could significantly expand Decathlon’s reach beyond traditional sporting-goods shoppers and into households where parents are making some of their children’s earliest lifestyle choices.

Decathlon Targets India’s Youngest Sports Fans

The partnership features more than 500 Decathlon products covering sports and activities including skating, swimming, badminton, tennis, football, cricket, cycling, fitness and outdoor sports.

For Decathlon, the strategy goes beyond selling children’s shoes, clothing and sporting equipment. The company is positioning early exposure to sport as a way to encourage children to make movement and physical activity part of everyday life.

That puts young families at the center of Decathlon Sports India’s latest growth strategy.

FirstCry’s established relationship with parents gives Decathlon a direct route into a massive audience that is already shopping for products for babies, toddlers and children.

25 Million Users Could Change Decathlon’s Game

The headline number behind the partnership is FirstCry’s 25 million-plus registered-user base.

Decathlon can now potentially reach families across India through a platform specifically built around the needs of children and parents. That is particularly significant beyond major metropolitan areas, with the partnership targeting consumers in Tier 2 and Tier 3 markets as well as India’s biggest cities.

The companies believe FirstCry’s family-focused platform and Decathlon’s sports expertise can make sporting products more accessible to parents who want to encourage their children to be active.

Why Early Sports Exposure Matters

The companies are also betting on growing parental awareness of the importance of physical activity during childhood.

Early participation in sport can help children develop fundamental motor skills while supporting cognitive, social and emotional development. The partnership announcement also points to research suggesting that children who develop active habits early are more likely to carry those behaviors into adulthood.

That makes the childhood sports market more than just another retail opportunity. For brands such as Decathlon, it represents a chance to become part of families’ long-term approach to health and wellbeing.

Decathlon Wants Sport to Become Part of Daily Life

Sankar Chatterjee, CEO of Decathlon Sports India, said the partnership is intended to help parents encourage movement, play and sports participation among children.

He highlighted physical activity as an important part of holistic wellbeing, linking sport not only with fitness but also confidence, mental clarity and social development.

The message is clear: Decathlon wants sports to become a routine part of childhood rather than something children encounter only through organized training or school activities.

FirstCry Opens Its Platform to Decathlon

Supam Maheshwari, CEO and founder of FirstCry, described the partnership as a natural extension of the platform’s mission to make parenting simpler by bringing products for growing children together in one place.

The company said combining its understanding of young families and nationwide reach with Decathlon’s sporting expertise should make it easier for parents to find products that support active and outdoor play.

For FirstCry, the addition also expands the platform’s offering into a broader lifestyle category centered on physical activity and sports.

A Bigger Push for Kids’ Sports in India

The partnership arrives as Indian families increasingly focus on health, outdoor activity and active lifestyles for children.

By putting hundreds of sports products in front of parents while they shop for their children, Decathlon and FirstCry are trying to remove one barrier to getting kids started: access to suitable equipment.

The bigger ambition is potentially even more significant — turning sports from an occasional childhood activity into a habit that starts early and lasts for life.