Decathlon Sports India has announced a strategic partnership with FirstCry, India’s leading platform for children and expectant mothers, aimed at bringing high-quality sports gear to young families nationwide. The collaboration supports Decathlon’s broader goal of engaging new customer segments and driving active wellbeing through sport, while encouraging early-stage sports adoption among children.
Through the partnership, FirstCry customers can now explore a curated collection of Decathlon’s kids’ products, including apparel, footwear, accessories and sports essentials. The range covers over 500 products across sports such as skating, swimming, badminton, tennis, football, cricket, cycling, fitness and outdoor activities.
Early exposure to sports is known to build foundational motor skills, support cognitive development and foster social-emotional growth. Research suggests active children are up to 40% more likely to carry healthy habits into adulthood, making early engagement a key focus of the partnership.
The tie-up gives Decathlon access to FirstCry’s community of over 25 million registered users, allowing it to reach families not just in metros but across Tier 2 and Tier 3 markets as well. By placing its products on a platform already trusted by parents, Decathlon aims to make sports a more natural, accessible part of children’s daily routines.
Sankar Chatterjee, CEO, Decathlon Sports India, said the collaboration is designed to help parents encourage movement and active participation, calling physical activity key to children’s confidence and development. Supam Maheshwari, CEO & Founder, FirstCry, added that the partnership extends the platform’s mission of making quality sports gear easily accessible, helping the next generation build healthy habits early.
