Decathlon Sports India has entered a strategic partnership with FirstCry, India’s leading platform for children and expectant mothers, in a move aimed at introducing sports gear to young families across the country, the companies announced Wednesday.
Under the tie-up, FirstCry customers will gain access to a curated range of Decathlon’s children’s products — including apparel, footwear, accessories and other sports essentials — spanning disciplines such as skating, swimming, badminton, tennis, football, cricket, cycling, fitness and outdoor activities. The collection covers more than 500 SKUs in total.
The partnership gives Decathlon access to FirstCry’s base of over 25 million registered users, extending the sportswear brand’s presence beyond metro markets into Tier 2 and Tier 3 cities. For FirstCry, the deal adds a dedicated sports category to a platform already built around parenting and childcare needs.
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.”
The companies pointed to research suggesting that early exposure to sport has long-term benefits, citing findings that children who are active young are up to 40% more likely to sustain healthy habits into adulthood.
