Decathlon Sports India, the multi-specialist sports brand, has announced a strategic partnership with FirstCry, India’s platform for children and expectant mothers, to make sports gear more accessible to young families across the country.
The collaboration is aimed at supporting Decathlon Sports India’s strategy of engaging new customer segments and encouraging active wellbeing through sports.
Over 500 sports products on FirstCry
As part of the partnership, FirstCry customers will be able to access a curated range of Decathlon’s children’s products, spanning apparel, footwear, accessories and sports essentials.
The collection comprises more than 500 products across sports and activities including skating, swimming, badminton, tennis, football, cricket, cycling, fitness and outdoor sports.
The partnership will enable Decathlon Sports India to tap into FirstCry’s community of more than 25 million registered users, extending the availability of sports products to families across metropolitan cities as well as Tier 2 and Tier 3 markets.
By establishing a presence on a platform widely used by parents, Decathlon aims to make it easier for families to incorporate sports and physical activity into children’s everyday routines from an early age.
Focus on early sporting habits
The companies said introducing children to sports at an early age can help build foundational motor skills while supporting cognitive and social-emotional development. Early exposure to physical activity can also encourage children to develop healthy habits that can continue into adulthood.
Decathlon Sports India CEO Sankar Chatterjee said the collaboration is aimed at helping parents encourage movement, play and participation in sports.
“Children today have an incredible array of opportunities to explore new interests and activities. Through this collaboration, Decathlon Sports India and FirstCry aim to support parents in encouraging movement, play and active participation in sports,” he said.
Chatterjee added that physical activity plays an important role in holistic wellbeing by supporting fitness, confidence, mental clarity and social development.
“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,” he said.
Making sports accessible to young families
FirstCry CEO & Founder Supam Maheshwari said the partnership would make sports gear more easily accessible to children and parents through the FirstCry 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,” he said.
Maheshwari said the partnership combines FirstCry’s understanding of young families and nationwide reach with Decathlon’s sporting expertise.
The companies expect the collaboration to support parents in encouraging active and outdoor play while helping children develop healthy habits through movement and sport.
With growing awareness of health and active lifestyles among Indian families, the partnership brings together Decathlon Sports India’s sports product portfolio and FirstCry’s reach among young households, with the aim of making sports more accessible to the next generation.