Gear for all sports, all levels
Decathlon (decathlon.ie) scores 71 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among Sports & Fitness brands, E-commerce brands, Fashion & Apparel brands, in the 24th percentile of 4339 Sports & Fitness brands.
Decathlon is a sporting goods retailer operating in Ireland (decathlon.ie) that offers a wide range of sports shoes, gear, and equipment across multiple disciplines. Owned by Association Familiale Mulliez, the company positions itself as an affordable, quality option for sports enthusiasts, athletes, and everyday consumers seeking equipment for various sports and outdoor activities. Decathlon operates in the Sports & Fitness, E-commerce, and Fashion & Apparel categories, aiming to make sport accessible through competitively priced products.
| Brand Name | Decathlon |
|---|---|
| Domain | decathlon.ie |
| Industry | Sports & Fitness, E-commerce |
| Parent Company / Owner | Association Familiale Mulliez |
| Main Competitors | Sports Direct (87/100), Intersport (75/100), Elverys (82/100), Life Style Sports (86/100), Nike (97/100), Adidas (84/100), JD Sports (75/100), Amazon |
Moz Domain Authority 41/100 vs category average 45 / leader 94 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #62,321 on the Tranco list of most-visited sites - strong traffic reinforces the brand's prominence to AI models.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads "Manage Preferences Disagree and Close Agree and Close" (Meta description: 8 words. OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: og:title, og:description. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare.
Social footprint: verified profiles on X (Twitter), LinkedIn, Facebook, Instagram, YouTube, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is Decathlon?", Claude could identify the brand as of September 2026. Decathlon is a French multinational sporting goods retailer that designs and sells its own affordable in-house brands (like Kipsta, Quechua, Domyos) alongside third-party sports equipment, covering nearly every sport from cycling and hiking to swimming and fitness. Decathlon.ie i Best known for affordable, own-brand sporting goods and equipment covering a huge range of sports under one roof.
When asked "Best brands similar to Decathlon?", Claude would recommend Decathlon as of September 2026. It's one of the biggest and most recognizable sporting goods retailers in Europe, known for value and variety, so it naturally comes up when discussing sports and fitness brands.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Decathlon's main competitors in Sports & Fitness: Sports Direct (87/100), Intersport (75/100), Elverys (82/100), Life Style Sports (86/100), Nike (97/100).
Sources: Brand Analyzer scan
Decathlon has limited AI-search visibility, scoring 28/100 on Brand Analyzer's AI visibility composite (visibility 27, trust 29, recommendation 27). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Decathlon official site
Decathlon scores 27/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest Sports & Fitness options. Recommendation depends on crawlability, structured data, and category authority.
Sources: Decathlon official site
Decathlon can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Decathlon official site
Decathlon is owned by or part of Association Familiale Mulliez. Decathlon operates in the Sports & Fitness category.
Sources: Wikidata
Decathlon scores 28/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Decathlon has a weak AI-visibility profile at 28/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is trust (29/100) and its weakest is recommendation likelihood (27/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #62,321 (Tranco) and a Moz Domain Authority of 41/100. The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data, thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Decathlon from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Decathlon: Décathlon (71/100), Cricket South Africa (71/100), DirectAthletics (71/100), Domaine Saint-Bernard (71/100).
A step up - brands to learn from: Bash (81/100), Yogamatters (81/100).
Category leader: Complex (97/100).
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