~Partnership leverages FirstCry’s 25 million+ registered user base; aims to drive early-stage sports adoption and help children build active, healthy habits for life~
Sept 02: Decathlon Sports India, the leading multi-specialist sports brand, has announced a strategic partnership with FirstCry, India’s premier platform for children and expectant mothers. The collaboration aims to introduce high-quality sports gear to young families nationwide, supporting Decathlon’ Sport India’s vision of engaging new customer segments and fostering active wellbeing through sport across India.
As part of the collaboration, customers on FirstCry can explore a curated collection of Decathlon’s kids’ products, including apparel, footwear, accessories and sports essentials. The range includes over 500 sports products across sports like skating, swimming, badminton, tennis, football, cricket, cycling, fitness and outdoor sports.
Introducing toddlers and kids to sports early establishes foundational motor skills, boosts cognitive development and fosters social-emotional growth. Research indicates that early exposure sets a precedent for lifelong fitness, making active children up to 40% more likely to maintain healthy habits into adulthood.
The partnership enables Decathlon Sports India to connect with FirstCry‘s community of over 25 million registered users, delivering quality and affordable sports products to families across metros, as well as Tier 2 and Tier 3 markets. By establishing a presence on a platform trusted by parents, Decathlon Sports India aims to seamlessly integrate sports and physical activity into children’s daily routines from an early age.
Commenting on the partnership, Sankar Chatterjee, CEO, Decathlon Sports India says “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.”Commenting on the partnership, Supam Maheshwari, Chief Executive Officer (CEO) & 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.”
As awareness around health and active lifestyles grows among Indian families, this partnership unites Decathlon Sports India’s product innovation with FirstCry‘s deep understanding of young families. Together, they are committed to helping millions of households discover sports, supporting parents in building positive habits through movement and play from the start.