From Physical Product to Augmented Experience

Decathlon set itself an ambitious challenge: creating the digital passport for bikes. The starting point was a unique identifier embedded directly in the bike, ensuring traceability and protecting against theft. But the ambition went much further: leveraging this technology to build an ecosystem of services around the bike, moving beyond the traditional retail model.

We were involved from the very beginning: exploring opportunities linked to digital identification, and later scaling the product passport internationally. The goal was to extend the lifecycle of bikes (repairs, spare parts, insurance), maintain a simple and continuous relationship with customers after purchase, and unlock new sources of revenue for the brand.

• Designing a product at the crossroads of multiple disciplines: physical product design, logistics, traceability, and digital services.
• Synchronizing the very different development cycles of digital and physical products.
• Building a sustainable business model for a product offered free of charge.
• Managing complex, multinational content that required local adaptation.
• Harmonizing service offerings across countries to ensure a consistent customer experience.

• Over 700,000 bikes equipped with a digital passport sold since launch.
• Deployment across 32 countries already achieved.
• A pioneering initiative within Decathlon, paving the way for extending the product passport to other categories and markets.
• A dedicated passport team created and structured (now six people), working coherently despite belonging to different parts of Decathlon’s organization.