Over 500 Kids’ Sports Products Join FirstCry as Decathlon Expands Access Across India

The partnership gives Decathlon Sports India access to FirstCry’s community of more than 25 million registered users, including families across metro, Tier 2 and Tier 3 markets

Decathlon Sports India has entered into a strategic partnership with FirstCry to make a selection of more than 500 children’s sports products available to young families through the parenting and children’s platform.
Under the collaboration, FirstCry customers will be able to access a curated collection of Decathlon products spanning apparel, footwear, accessories and other sporting essentials for children.
The assortment covers activities including skating, swimming, badminton, tennis, football, cricket, cycling, fitness and outdoor sports.

Through the partnership, Decathlon Sports India will gain access to FirstCry’s community of more than 25 million registered users. The collaboration is intended to extend access to children’s sports products across metropolitan areas as well as Tier 2 and Tier 3 markets.
The companies are focusing on families with young children as they seek to encourage participation in physical activity and sport from an early age.
According to information provided with the announcement, early participation in sports can contribute to the development of motor skills, cognitive abilities and social and emotional growth. The supplied information also states that active children can be up to 40% more likely to maintain healthy habits into adulthood.

Sankar Chatterjee, CEO, Decathlon Sports India, said, “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. We believe physical activity is key to holistic wellbeing, fostering not just fitness, but confidence, mental clarity, and social growth. 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.”
For Decathlon Sports India, the partnership provides an additional channel to reach families already using FirstCry for children’s products.
The collaboration also expands the sporting category available through FirstCry by adding Decathlon’s children’s products across multiple activities.

Supam Maheshwari, Chief Executive Officer and Founder, FirstCry, said, “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. By bringing together FirstCry’s deep understanding of young families and nationwide reach with Decathlon’s global sporting expertise, we are making it easier for parents to encourage active, outdoor play and help children build healthy habits from an early age. We are delighted to welcome Decathlon Sports India to the FirstCry platform and look forward to making sports more accessible to the next generation.”

The partnership comes as both companies seek to connect sports participation with the everyday requirements of young families.
By placing more than 500 products across multiple sporting categories on FirstCry, Decathlon Sports India is expanding its distribution to parents shopping for children while FirstCry adds a broader selection of sports related products to its platform.

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