The French sporting goods retailer Decathlon officially opened its first store in El Salvador, marking a significant milestone for the country’s growing sports and retail sector. Located in the Multiplaza shopping center, the new branch offers products for more than 65 sports, including a special line of eco-designed items to promote sustainability.

The store features Decathlon’s innovative circular format, designed to encourage spontaneous product discovery and provide a seamless shopping experience. Matías Ballesteros, Commercial Director for the region, highlighted the scale and uniqueness of the location: “We are happy to open our first store in San Salvador, where customers can find over 5,000 items for 65 sports under one roof. It is the largest store in Central America and the Caribbean.”

Decathlon’s decision to enter El Salvador was driven by the country’s safe environment and growing participation in sports, including surfing, which has become a national benchmark. Ballesteros emphasized, “This is a fantastic combination that fills us with enthusiasm and a desire to support every athlete in El Salvador, regardless of their skill level.”

The move also reflects confidence in the country’s thriving sports ecosystem and government support for sporting events. Morena Valdez, Minister of Tourism, remarked, “Decathlon’s investment complements all the sporting events we are hosting in El Salvador. Their confidence shows the country is an attractive destination for international businesses.”

The new store is expected to create approximately 60 direct jobs and 150 indirect jobs, contributing to local employment and economic growth. Operating hours are Monday through Saturday from 10:00 a.m. to 9:00 p.m. and Sunday from 10:00 a.m. to 8:00 p.m.

Decathlon’s entry into El Salvador underscores the country’s appeal to international investors and positions it as a regional hub for sports retail and sustainable consumer solutions.