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South African businesses: Biogen, Performance Purist, We Flow Yoga, Mama Fifi, Lift Coffee Co, Off Beat Sneaker Services and Garmin have partnered with France-based sporting goods designer, DECATHLON, to create a unique sporting community under one roof. Each brand has a powerful story and epitomises the DECATHLON values. The DECATHLON Sports Hub, will open its doors on 1 July, 2021, adjacent to Nicolway Shopping Centre.
The Sports Hub encompasses three storeys, with a majestic 5.5 metre high Fiscus Tree, planted under roof. “As much as the tree signifies the beautiful African landscape as our playground, it also symbolises growth and prosperity when roots are firmly planted within the community,” says Xavier Paolozzi, CEO of DECATHLON South Africa.
Strength and conditioning experts, Performance Purist, will occupy the top floor and create well-balanced exercise schedules and technical training routines for groups and individuals. “We have successfully assisted multiple world class athletes achieve greatness,” says Joshua Capazorio, Co-Owner and Head Coach of Performance Purist. “In the same breath we have been able to bring better movement, strength and conditioning to clients in all walks of life. We feel this is exactly what DECATHLON offers its consumers.”
South African premium wellness and nutritional brand Biogen, in their partnership with Decathlon, will assist South Africans to become more active and healthier. “The alignment of brand ethos and values was evident right from the get-go, with a clear and further synergy of promoting active, healthier lifestyles in an authentic way,” says Brandon Fairweather, General Manager of Biogen. “This is also Biogen’s first ‘pop up’ store and we look forward to many other ‘firsts’ working together in future.” Biogen’s association ensures their commitment to offering consumers a wide range of high-quality vitamins and supplement products.
Lift Coffee Co. is owned by four-time South African Powerlifting champion and multiple national record holder, Pia Marangoni. “Through the discovery of sport, I was able to make healthy changes to my lifestyle and nutrition,” says Marangoni, who used to be obese and smoked 40 cigarettes a day. “This partnership not only allows me to combine my passion for sport, coffee and fuelling performance, but enables me to contribute to the positive growth of others through their sports journey at the Hub”.
Garmin, the leading, worldwide provider of navigation, will have a dedicated store within the Sports Hub. “Entering into a commercial agreement with Decathlon South Africa was a natural progression as both entities are global organisations,” says Jennifer van Niekerk, Managing Director, Garmin Sub Saharan Africa. “Through this new relationship, the Garmin products designed can fuel the Decathlon consumer’s passions. As we continue to be innovative and create products that are essential in our customers’ lives, we believe that Decathlon will serve our customers well and look forward to a long and prosperous relationship.”
We Flow Yoga, offers group classes, and is headed up by three graduates from Yoga4Alex, that use the sporting practice to help students living in townships alleviate stress and break out of the cycle of poverty as they learn to take thoughtful control of their bodies and choices. We Flow Yoga will offer yoga classes in the DECATHLON outdoor entrance arcade to interested participants, for a small fee to cover their township initiatives of looking after moms and children in need.
Mama Fifi, owner of Fifi’s Veggie Farmacy, will be selling her organic produce of fresh fruit, fruit juices and vegetables, grown on her Bertram Inner City Farm, from the community container. Her mission is to promote a healthy and nourishing lifestyle to families and to educate consumers on food nutrition.
The green wall installation displays DECATHLON’S commitment to Eco Design with over 400 eco-designed products available. Their use of organic cotton, grown without the use of chemicals, preserves biodiversity and soil fertility. Dope dyeing integrates the colour pigments into the fibre when manufacturing the thread itself, rather than being applied later through traditional dyeing processes that require a great deal of water. Recycling plastic bottles or textiles to produce polyester, reduces the use of petroleum-based resources, while preserving the fabric’s breathable qualities.
The public are invited to attend the official Sports Hub opening and ribbon cutting at 9am on Thursday 1 July 2021.
Address: DECATHLON Bryanston Sports Hub, Cnr William Nicol Drive and Wedgewood Link Drive, Bryanston, Sandton.
Tel: 010 001 3611
Website & online store: https://www.decathlon.co.za/
DECATHLON South Africa Facebook: https://www.facebook.com/DecathlonSouthAfrica
Bryanston Sports Hub Facebook: https://www.facebook.com/DecathlonBryanston