India, Sep 03: Decathlon Sports India, the multi-specialist sports brand, has announced a strategic partnership with FirstCry, India’s premier platform for children and expectant mothers. The collaboration aims to introduce high-quality sports gear to young families nationwide, supporting Decathlon’ Sport India’s vision of engaging new customer segments and fostering active wellbeing through sport across India.
As part of the collaboration, customers on FirstCry can explore a curated collection of Decathlon’s kids’ products, including apparel, footwear, accessories and sports essentials. The range includes over 500 sports products across sports like skating, swimming, badminton, tennis, football, cricket, cycling, fitness and outdoor sports.
Introducing toddlers and kids to sports early establishes foundational motor skills, boosts cognitive development and fosters social-emotional growth. Research indicates that early exposure sets a precedent for lifelong fitness, making active children up to 40% more likely to maintain healthy habits into adulthood.
The partnership enables Decathlon Sports India to connect with FirstCry’s community of over 25 million registered users, delivering quality and affordable sports products to families across metros, as well as Tier 2 and Tier 3 markets. By establishing a presence on a platform trusted by parents, Decathlon Sports India aims to seamlessly integrate sports and physical activity into children’s daily routines from an early age.
Commenting on the partnership, Sankar Chatterjee, CEO, Decathlon Sports India says
Commenting on the partnership, Supam Maheshwari, Chief Executive Officer (CEO) & Founder FirstCry, said
As awareness around health and active lifestyles grows among Indian families, this partnership unites Decathlon Sports India’s product innovation with FirstCry’s deep understanding of young families. Together, they are committed to helping millions of households discover sports, supporting parents in building positive habits through movement and play from the start.
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