Can’t Return It, Won’t Quit It: Decathlon’s Bold Take On New Year’s Resolutions

Every January starts with big fitness promises—and by mid-month, most of them quietly disappear. This year, Decathlon is flipping the script with a clever, commitment-driven idea that turns a simple shoe purchase into a powerful pledge. Launching January 1, the brand’s No-Return Resolution challenges Canadians to stick with their goals by making one thing very clear: these running shoes aren’t going back. We caught up with Marie-Lou Blais, Communications Director at Decathlon, to talk about why accountability matters, how playful nudges can spark lasting habits, and what it really takes to keep moving past Quitter’s Day. —Noa Nichol

The idea of an “unreturnable” shoe flips traditional retail logic on its head. What insight about human behaviour or habit-forming inspired Decathlon to take such a bold, almost counter-intuitive approach?

We know that people want to start the year strong, yet the temptation to quit is often too easy. Decathlon realized that the convenience of returning gear sometimes makes it too simple to give up on a goal. We also know that the idea of a reward encourages people to stick with their goals. The symbolic pledge, paired with the bonus loyalty points, provide the exact motivation needed to turn a simple transaction into a tool for active habit building.

Quitter’s Day has become almost inevitable in January. Why do you think fitness resolutions fail so consistently—and how does this initiative intervene at that exact moment of drop-off?

With 92% of resolutions failing, and most by “Quitter’s Day”, we believe many fail because they feel like trends rather than self-care. This initiative flips the script, encouraging customers to move for themselves, not just a calendar date. It’s a bold, playful “pledge” that engineers optimized conditions for movement all year long.

This program turns a purchase into a psychological pledge. How powerful is commitment when it’s tangible, and why does symbolism matter when people are trying to change behaviour?

The symbolism matters because it shifts the focus from buying gear to building a habit that actually lasts. By having customers voluntarily waive their right to return, and reward their commitment with 1,000 bonus loyalty points, the purchase becomes a psychological tool to help them stay on track of their resolutions. 

Decathlon has framed this as playful rather than punitive. How did you ensure the No-Return Resolution feels motivating and supportive—not guilt-driven or intimidating?

Our mission is to move people through the wonders of sport, and we want them to have fun while doing it. To ensure it feels supportive, we’re sweetening the deal with an advantageous point incentive. Meaning that customers will receive 1,000 bonus loyalty points upon purchase, and will keep them by sticking to their commitment (not returning the shoes for 30 days). 

The incentive of loyalty points adds a reward layer. What role does positive reinforcement play in sustaining motivation beyond those first few weeks of January?

With the point rewards incentive, this commitment goes both ways. It’s our way to invest in our customer’s success and make sure they feel their consistency and long-term commitment to movement is valued.

Many people associate resolutions with pressure and failure. How does Decathlon hope to reframe the narrative around fitness resolutions—from “all or nothing” to curiosity, consistency, and momentum?

Decathlon is purposefully flipping the script on the ‘all or nothing’ pressure that typically surrounds January. We recognize that the notorious failure rate of resolutions (hitting 92%) often stems from a lack of incentive during the most difficult moments. We replace the fear of failure with the incentive of positive reinforcement. By offering 1,000 bonus loyalty points for those who stick with their shoes for 30 days, we reward the momentum of showing up for oneself.

This initiative asks customers to trust themselves—and the brand. How does the No-Return Resolution reflect Decathlon’s broader philosophy around accessibility, accountability, and long-term movement?

The “No Return Resolution” reflects our mission to get people moving through the wonders of sports. It highlights our commitment to accessibility and offering professional-grade gear like the KIPRUN 500 WR at affordable prices, while holding ourselves and our customers accountable to active habit-building. This mission-driven initiative is about investing in a customer’s commitment to movement.

For someone who hasn’t identified as “a runner” before, how can a small commitment—like buying these shoes—be the gateway to a much bigger lifestyle shift?

The KIPRUN 500 WR is a versatile, water-repellent, best-selling model designed to support that first step. For those who aren’t yet “runners,” making a tangible, symbolic pledge, the purchase is turned from a simple purchase into an act of self-commitment. Beyond this initial pledge, Decathlon is equipped to sustain anyone’s sports journey, at all fitness levels. And we hope customers taking this first step know they can trust Decathlon for the long run.

Were there internal debates about launching a program that intentionally limits returns? What conversations did this spark internally about values, customer trust, and brand responsibility?

This initiative came about because of our mission to move people. The conversation focused on how to best reward commitment. We asked ourselves how we could invest in our customers’ active habit building. To support our members, we provide 1,000 bonus loyalty points for their consistency, while maintaining our standard warranty and gladly accepting size exchanges to ensure a perfect fit.

Looking ahead to 2026, do you see this as a one-time campaign—or the beginning of a new way brands can actively support people in sticking with healthy habits?

While this specific initiative runs throughout January 2026, Decathlon’s ambition remains constant: to make sport accessible to as many people as possible. We continue to innovate and find new ways to help Canadians stick to their movement goals, ensuring that the wonders of sport remain a lasting part of their lives.