Decathlon Sports India has announced a strategic partnership with FirstCry, India's platform for children and expectant mothers, to bring its kids' sports range to FirstCry's base of more than 25 million registered users. The tie-up was announced on September 2.

Through the partnership, FirstCry customers can access a curated selection of Decathlon products, apparel, footwear, accessories and sports essentials, spanning more than 500 items across sports including skating, swimming, badminton, tennis, football, cricket, cycling and fitness. The collaboration extends Decathlon's reach into Tier 2 and Tier 3 markets alongside metros, and both companies frame it as part of a push to get children into sport early, pointing to research linking early exposure with stronger lifelong fitness habits.

"Decathlon Sports India and FirstCry aim to support parents in encouraging movement, play and active participation in sports," said Sankar Chatterjee, CEO, Decathlon Sports India. "We believe physical activity is key to holistic wellbeing, fostering not just fitness, but confidence, mental clarity, and social growth."

Supam Maheshwari, CEO and Founder of FirstCry, called the tie-up "a natural extension" of the platform's mission to bring everything a growing child needs under one roof, combining FirstCry's reach among young families with Decathlon's sporting expertise.