Decathlon Partners FirstCry To Expand Kids’ Sports Reach Across India
Decathlon Sports India has partnered with FirstCry to expand access to sports products for children and strengthen sports adoption among young families across the country.
Under the partnership, FirstCry customers will be able to shop from a curated range of Decathlon’s children’s products, including apparel, footwear, accessories and sports essentials. The collection comprises more than 500 products spanning skating, swimming, badminton, tennis, football, cricket, cycling, fitness and outdoor sports.
The partnership gives Decathlon access to FirstCry’s community of more than 25 million registered users and is expected to strengthen its reach among families in metropolitan cities as well as Tier 2 and Tier 3 markets.
The companies said the collaboration is aimed at encouraging children to take up sports and physical activity at an early age, while making sports equipment more accessible to parents through a familiar online shopping platform.
Sankar Chatterjee, CEO, Decathlon Sports India, said the partnership would help parents encourage movement, play and participation in sports among children.
“We believe physical activity is key to holistic wellbeing, fostering not just fitness, but confidence, mental clarity, and social growth. Our goal is to bring high-quality sports gear closer to families, ensuring every child has the tools for all-round development through a convenient and seamless shopping experience,” Chatterjee said.
Supam Maheshwari, CEO and Founder, FirstCry, said the partnership would make sports products more accessible to children and parents through the platform.
“At FirstCry, our mission has always been to make parenting simpler by bringing everything a growing child needs under one roof. Our partnership with Decathlon Sports India is a natural extension of that commitment, making high-quality sports gear easily accessible to children and parents across India through the FirstCry platform,” Maheshwari said.
He added that combining FirstCry’s understanding of young families and nationwide reach with Decathlon’s sporting expertise would make it easier for parents to encourage active and outdoor play among children.
The partnership comes amid growing awareness among Indian families about children’s physical activity and healthy lifestyles. By combining Decathlon’s sports product portfolio with FirstCry’s reach among young families, the companies aim to encourage greater participation in sports and help establish active habits among children from an early age.
