Overview
- Decathlon rolled out the Middle Aisle across UK and Ireland stores, its website and app as a back-to-school event, with prices locked until 30 August.
- The initial line-up focuses on school-ready items such as trainers, school shoes, backpacks and water bottles with headline cuts including Adidas kids' trainers for about £19 and a 27.5L Adidas backpack for roughly £15.
- Decathlon says every item in the Middle Aisle has been tested to the same standards as its premium ranges so shoppers do not have to trade quality for lower prices.
- Parents quoted in coverage largely praised value, fit and capacity for the discounted Adidas items while a small number reported durability issues such as early wear on shoe fronts.
- The company plans to refresh the Middle Aisle for other seasonal moments including Back to Sport, winter commuting, Black Friday and Christmas which could extend the format beyond the current back-to-school window.