ShenzhenApril 25, 2026 /PRNewswire/ — On April 25, 2026, Decathlon Shenzhen Sungang Store grandly opened at Shenzhen Mixc World Food. As the first standard-sized sports store in Luohu District, the Sungang store provides a more convenient professional sports service entry point for sports enthusiasts in Shenzhen and Hong Kong, adding a new chapter to Shenzhen’s efforts to build itself into a national sports consumption hub.
Guided by the Shenzhen Foreign Investment Enterprises Association, the Shenzhen Sports Industry Association, and the Shenzhen Retail Business Association, this event was hosted by Decathlon Shenzhen and received strong support from Shenzhen Mixc World Food. Multiple parties jointly built a new ecosystem of convenient sports services, injecting sustained momentum into the high-quality development of the national fitness cause and the sports industry.
Decathlon Shenzhen Sungang Store Grand Opening
In-Store + Out-of-Store Dual Experience: Making Sports Accessible
Decathlon Sungang Store simultaneously opens its in-store professional experience zone and out-of-store equipment display area, breaking the traditional sales model. In the public area outside the store, an open sports outfit and equipment exhibition zone is open to the public. This area is not aimed at directly selling sports equipment but uses a low-threshold, walk-in display method to naturally bring seasonal new sports products and trendy outfits into consumers’ sight. This design proactively pushes professional sports equipment and style inspiration into citizens’ daily routines, moving the point of contact for sports consumption from after entering the store to the store’s outer public area, visible even when passing by.
In-Store and Out-of-Store Dual Experience Scene
Stepping inside, the 1,500-ping sales space covers all categories of sports equipment, including running, fitness, outdoor, and racket sports, establishing the full-category Decathlon store in Luohu District. It also introduces emerging sports product lines such as pet travel, rock climbing, and pickleball, offering a one-stop shopping experience. The store features a professional repair workshop covering maintenance and repair services for multiple categories, including bicycles, camping gear, and rackets. Notably, the Sungang store introduces laser engraving intelligent interactive devices, allowing consumers to complete personalized customization while purchasing equipment, enabling the creation of exclusive sports gear in a one-stop process at the time of purchase.
Laser Engraving Intelligent Interactive Device
Experience Upon Arrival: Sports Scenes from Community to Port
During the grand opening, the Sungang store added a Pet Sports Energy Field at the Decathlon Playground, offering interactive experiences such as pickleball, cycling trainers, rock climbing, and a pet bridge checkpoint for the public. Pet owners who complete tasks can redeem customized gifts like pet nameplate engraving vouchers and printed triangle bandanas. During the May Day holiday, the store will also collaborate with the Sungang Subdistrict to host a 100-person fun run, sustaining the opening momentum with ongoing community interactions at the store.
Decathlon Playground Pet Sports Energy Field
Meanwhile, the Sungang store is adjacent to the Luohu Port. Leveraging its port location advantage and exclusive free shuttle bus service for Hong Kong customers, it naturally serves the daily flow of people between Shenzhen and Hong Kong. Hong Kong consumers can arrive conveniently after exiting customs, saving the hassle of transfers. Combined with exclusive sports equipment packages launched during holidays and shopping seasons in both cities, cross-border sports consumption becomes easy and affordable. With its port location and convenient transportation, the Sungang store is gradually becoming a key node serving sports enthusiasts in Hong Kong and the Greater Bay Area, helping to upgrade regional sports consumption and promote dual-city collaboration.
Twenty Years of Deep Roots in Shenzhen: A New Chapter in Localized Services
2026 marks the 20th anniversary of Decathlon’s entry into the Shenzhen market. As Decathlon’s first new store in Shenzhen this year, the Sungang store is a direct reflection of the brand’s 20-year commitment to Shenzhen and its firm belief in the market’s potential. It is also the latest testament to its continued investment in localized services. The store actively responds to the national fitness strategy and the development trend of the regional sports economy. Capitalizing on Shenzhen’s continuous urban upgrade, the start of the “15th Five-Year Plan,” and the APEC China Year, Decathlon is advancing its new store layout, represented by the Luohu Sungang store, embedding professional sports services into urban development. In practice, the Sungang store extends the lifecycle of equipment through its professional repair workshop, simultaneously implements a children’s bike recycling and resale project, and promotes a circular market flea market into surrounding communities, integrating into the 15-minute convenient living circle and practicing the direction of green consumption.
Xiong Yundan, Decathlon Retail Shenzhen Regional Director, stated: “Thanks to Shenzhen’s continuously optimized business environment and open, inclusive industrial ecosystem, Decathlon has achieved a layout spanning smart production, retail networks, and the entire industry chain over its 20 years in Shenzhen. Decathlon plans to continue investing in physical stores in Shenzhen, launching more new scenarios, new formats, and new products.”
From the service radius of a single store to the sports landscape of an entire city, Decathlon Shenzhen will continue to uphold its philosophy of making sports accessible, injecting sustained momentum into the construction of Shenzhen’s national sports consumption pilot city and the high-quality development of the regional sports industry. Rooted in Shenzhen for two decades and ready to move forward, Decathlon is willing to join hands with the public to steadily advance the national fitness cause and jointly write a new, more vibrant, and more sustainable chapter in sports life.