Decathlon is temporarily removing return rights on some of its best-selling running shoes in Canada this month as part of a New Year’s initiative that ties purchases to a commitment to stay active.
The sporting goods retailer said customers who buy certain running shoe models between Jan. 1 and Jan. 31, will be asked to waive their right to return the product, with the company framing the move as a way to encourage follow-through on fitness resolutions.
January-only return waiver
Under the program, purchases of Decathlon’s best-selling running shoes during January will be designated as “unreturnable” once customers agree to the terms at checkout. The offer applies to KIPRUN men’s and women’s versatile, water-repellent running shoes, 500 WR, sold online and in Decathlon stores across Canada.
Decathlon said customers will see a warning on the product page stating that by completing the purchase they are agreeing not to return the shoes as part of a pledge to maintain their New Year’s resolution to keep moving.
The initiative includes a loyalty incentive. Members who make the purchase will receive 1,000 bonus loyalty points and will retain those points provided the shoes are not returned for 30 days.
The company positioned the program as a response to the early drop-off many people experience with New Year’s resolutions.
Company rationale
“We see that people want to start the year strong, but the temptation to quit is often too easy,” said Marie-Lou Blais, marketing and communications director at Decathlon.
“Decathlon’s mission goes deeper than convenience as we genuinely care about our customers’ sustained well-being and their ability to commit to themselves. The unreturnable shoe is our playful way of intervening at a pivotal moment, turning a simple purchase into a powerful act of self-commitment, and we’re sweetening the deal with an advantageous point incentive.”
Decathlon cited the prevalence of failed resolutions as part of its explanation for the campaign, noting that the phenomenon has led to the coining of “Quitters Day,” which falls on the second Friday of January. The company also referenced data from Drive Research from 2024 indicating that 92 per cent of adults ultimately do not see their resolutions through.
How the program works
To participate, customers must purchase one of the eligible running shoe models either through decathlon.ca or at a Canadian Decathlon store during the January window. At checkout, they must agree to the condition that the shoes cannot be returned, which the company said represents a symbolic pledge to maintain an active routine.
The 1,000 bonus loyalty points are issued at the time of purchase. Customers keep the points if the shoes are not returned within 30 days, which Decathlon described as the period required to complete the commitment tied to the program.
The company said the initiative is open to anyone interested in beginning the year with a focus on movement, regardless of fitness level.
Broader positioning
Beyond the January campaign, Decathlon said it offers products and support designed to accommodate a range of sports and fitness levels. The company directed customers to its website for additional information about committing to movement throughout the year.
Decathlon operates as a multi-specialist sports brand, designing and manufacturing sporting goods for beginners and elite athletes. The company said it employs more than 100,000 people globally and operates 1,750 stores worldwide. Founded in 1976, Decathlon said its stated ambition is to encourage participation in sport and physical activity.
The unreturnable footwear program is limited to January 2026 purchases and applies only to the specified running shoe models sold in Canada.
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