Rascasse Audience Intelligence

Decathlon Target Market in United States

A data profile of the people who buy, follow and care about Decathlon in United States — modelled from more than twelve digital signal sources. Decathlon has an estimated audience of 309,339 people in United States.

#4922among Brand in United States#661in Shopping

The average Decathlon fan in United States is 33.2 years old, balanced, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include Emily Ratajkowski, Stormzy, International Olympic Committee, with strongest over-indexing on Emily Ratajkowski (20.08× the country average).

Demographically, the Decathlon audience skews balanced with an average age of 33.2, and over-indexes on personality traits such as Patriotism, Sports Activity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Decathlon fan in United States is balanced, around 33.2 years old, with strong Patriotism tendencies and a notable affinity for Emily Ratajkowski.

Category: Shopping · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Decathlon profile in United States.

Audience size
309K
in United States
Gender
47.6%♀
52.4% male
Age
33.2
average years
Country rank
#47584
Brand in United States
Fig. 01

Search interest · 12-month trend

+103%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Decathlon

47.6% are female, 52.4% are male, average age 33.2.

Fig. 02

Gender split

47.6%
Female
52.4%
Male
Demographic split for Decathlon audience in United States
MetricValue
Female47.6%
Male52.4%
Average age33.2
Estimated audience size309,339
Fig. 03

Age distribution

Ø 33.2
average years
Age distribution of the Decathlon audience in United States
Age bracketShare%
16-1939%
20-2918%
30-3917%
40-4915%
50+11%
Fig. 04

Worldwide distribution

0.5%

of the worldwide Decathlon audience comes from United States.

Worldwide audience distribution share by country for Decathlon
CountryShare
France12.4%
Germany8.5%
Italy8.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Decathlon audience in United States is strongest.

Fig. 05

Top regions by affinity

Decathlon customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~3K3.93×
02Wyoming~1K2.82×
03New York~20K1.63×
04Washington~8K1.50×
05California~40K1.48×
06Massachusetts~7K1.35×
07Vermont<1K1.29×
08Virginia~8K1.24×
09Alaska<1K1.21×
10New Jersey~8K1.20×
11Colorado~5K1.16×
12Oregon~3K1.13×
13Kansas~2K1.13×
14New Hampshire~1K1.12×
15Hawaii~1K1.09×
16Florida~20K1.08×
17Utah~2K1.04×
18Illinois~9K1.03×
19Maryland~5K1.01×
20Connecticut~3K1.01×
21Maine<1K1.01×
22Texas~20K0.98×
23Montana<1K0.94×
24Georgia~7K0.93×
25Arizona~5K0.90×
26North Carolina~7K0.89×
27Michigan~6K0.89×
28Pennsylvania~8K0.87×
29Rhode Island<1K0.86×
30Idaho~1K0.85×
31Ohio~7K0.84×
32Minnesota~3K0.82×
33Tennessee~4K0.80×
34Nevada~2K0.78×
35New Mexico~1K0.77×
36Wisconsin~3K0.76×
37Delaware<1K0.76×
38Missouri~3K0.74×
39Alabama~3K0.73×
40Iowa~2K0.73×
41South Dakota<1K0.73×
42Indiana~3K0.72×
43Kentucky~2K0.71×
44Arkansas~2K0.71×
45South Carolina~3K0.69×
46Louisiana~2K0.68×
47Nebraska<1K0.66×
48Oklahoma~2K0.64×
49West Virginia<1K0.63×
50Mississippi~1K0.62×
Fig. 06

Affinity by region

Affinity by region — Decathlon, United States
0.62×1.00×3.93×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Decathlon audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Decathlon audience
#·InterestCategoryAffinity×
01StormzyMusic & Radio78.42×
02Everlast (boxing)Sports34.99×
03Zinedine ZidaneSports21.34×
04BoobaMusic & Radio21.30×
05International Olympic CommitteeSports20.71×
06Emily RatajkowskiFashion & Accessoires20.08×
07Karlie KlossFashion & Accessoires19.60×
08Oscar De La HoyaSports13.39×
09Kit HaringtonMovies & TV12.81×
10Bikram YogaHealth11.31×
11America's Next Top ModelMovies & TV10.63×
12Rose LeslieMovies & TV10.45×
13Larry PagePolitics & Society10.43×
14Yin yogaSports9.26×
15Kundalini yogaHealth7.33×
16Black Mirror (TV series)Movies & TV6.68×
17CarportHome & Garden6.08×
18StretchingSports4.17×
19NordstromShopping1.67×
20FIFA World CupSports1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Decathlon audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Decathlon audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.67×
Sports ActivityPOWER1.63×
IndulgenceJOY1.60×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Decathlon audience · Rather not
TraitClusterDeviationScore
Family OrientationCONSERVATISM0.88×
Community OrientationOPEN0.92×
SpiritualityBALANCE0.97×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Decathlon's target market in United States?

Decathlon's target market in United States covers an estimated 309,339 people, concentrated in California and New York.

02

What is the gender split and age of Decathlon customers?

47.6% of the Decathlon audience are female, 52.4% are male, with an average age of 33.2 years.

03

Which brands do Decathlon fans like most?

Decathlon fans show strongest brand affinity for Emily Ratajkowski (20.08×), Stormzy (78.42×), and International Olympic Committee (20.71×) over the country average.

04

Where do Decathlon fans live in United States?

Decathlon fans in United States are most concentrated in California (reach ~40K), New York (reach ~20K), and Texas (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Decathlon fans also like?

Beyond Decathlon itself, the audience over-indexes on Stormzy (78.42×), International Olympic Committee (20.71×), Bikram Yoga (11.31×), and Yin yoga (9.26×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

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See Decathlon audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Decathlon. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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