Decathlon has introduced its own version of the famed ‘Middle Aisle‘ promotion across its UK and Ireland stores, websites and app.
The company’s new value-focused offer will feature a rotating selection of products linked to seasonal events, with prices fixed for six weeks at a time.
Its inaugural promotion, running until 30 August, focuses on back-to-school essentials including children’s footwear, backpacks and water bottles.
Among the launch deals are Decathlon Kids’ School Shoes 140, reduced from £14.99 to £9.99, and Kids’ Playventure Yard Shoes, down from £19.99 to £14.99.
Branded products are also included, with Adidas Kids’ Advantage Trainers reduced from £25 to £18.99 and an Adidas 27.5-litre backpack cut from £24.99 to £15.99.
It is also offering its Quechua 0.8-litre Ecozen Flask for £3.99, down from £5.99.
Decathlon said every product included in the promotion would undergo the same testing as its more expensive ranges, and that lower prices will not come at the expense of quality or safety.
The launch comes as the retailer cited research suggesting 45 per cent of shoppers now consider price the most important factor when making a purchase and are actively seeking budget-friendly alternatives.
Decathlon UK and Ireland commercial director Ross Farrington said: “We know that keeping kids active shouldn’t come at a premium, especially with the financial pressures families are already facing around back to school.
“Our Middle Aisle aims to lower the price of school essentials while maintaining our same high standards for quality and safety.
“The introduction of the Middle Aisle shows our commitment to making sport accessible for all, giving more people the opportunity to buy great sports products and discover the benefits of an active lifestyle as we introduce more sports and products throughout the year.”
The promotional range is available from dedicated zones in Decathlon stores, as well as through its UK and Ireland websites and shopping app. App users will also receive early alerts about upcoming offers.
The assortment will be refreshed on 31 August with a “Back to Sport” event focused on products for after-school teams and local sports clubs.
This will be followed by a “Back to Commuting” promotion in late September, fitness technology offers for Black Friday and a Christmas stocking-filler range.
The Middle Aisle will operate alongside Decathlon’s existing “New Lower Price” initiative and seasonal sales, while members of its loyalty programme will continue to collect points on promotional purchases.
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