Decathlon, a global sportswear giant, has undergone a digital transformation to prioritize digital technology in order to become more accessible, dependable, and useful for its customers. This transformation was led by Jérôme Dubreuil, the ex-Silicon Valley executive who joined the company in January 2020. Dubreuil and his team have grown digital sales from a few percent to 20% of global turnover, switched to a marketplace business model, moved fully to the cloud, and built in-house AI and machine learning solutions. Barbara Martin Coppola, who spent seven years at Google prior to her stint as the Swedish furniture giant’s first chief digital officer, was hired as Decathlon’s new chief executive, providing further support for the digital transformation.
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