Decathlon revisits its 90s archives with French rapper Disiz

Following the excitement of the Paris 2024 Olympics, Decathlon is capitalising on the back-to-school period by embracing a streetwear revival. The French retailer’s latest capsule collection draws directly from its archives, paying a particular homage to the 1990s. Dubbed AFLF—a nod to the slogan “à fond la forme”—the capsule features rapper Disiz as its ambassador, with a promotional campaign shot in Marseille.

Launching on September 12, the AFLF collection is crafted as a unisex line comprising around 15 items: colour-blocked tracksuits, oversized sweatshirts, chunky-soled sneakers, logo-emblazoned socks, T-shirts, biker shorts, a football jersey, and even a retro-style water bottle. The collection’s strong 90s aesthetic is accentuated by Decathlon’s updated logo, embroidered prominently on pieces like sweatshirts and sneakers.

Released as a limited edition collection, the products will be sold through Decathlon’s online store and in only 10 selected locations across Europe (including France, Germany, Spain, Italy, Poland, Belgium, and the Netherlands). Prices will range from 15 to 75 euros.

French rapper Disiz, who started his career in the 1990s and is best known for his hit “J’pète les plombs,” was chosen as the face of the collection due to his “bold urban style,” making him “a timeless icon of streetwear, embodying a style that never fades,” according to the brand.

Decathlon, with its network of 1,700 stores and annual sales of 15.6 billion euros, often taps into its fashion archives. In 2019, the brand generated buzz by reissuing a replica of a cotton jogging pant from 1985 (produced in a limited run of 1,000 pieces) after enthusiastic demand from online followers. The collection sold out immediately. Will this latest throwback achieve similar success?