The goalposts are shifting on and off the pitch this season. UEFA’s format change to the Champions League, Europa League and Conference League means more games, more competition and – in theory – more entertainment. Decathlon will play their own part in this seismic shift, providing the official match ball for the Europa League and Conference League competitions via their Kipsta brand.

The move comes after years of building Kipsta’s brand reputation across Europe. They became the official supplier of match balls for Ligue 1 and Ligue 2 back in 2022, where their product was used by the likes of Kylian Mbappé and Lionel Messi on a week-to-week basis. The result? Instant credibility. 

This might appear like an overnight pivot from Decathlon but it’s no such thing. The sports brand has over 30 years of experience in producing affordable balls for grassroots communities, and have been creating footballs that meet FIFA’s global professional standards since 2016. 

Innovation has been the word that’s underpinned this growth. FIFA certified balls need to endure 15 different tests to ensure they’re fit for the speed and durability of the modern game, but Kipsta routinely put their product through many more tests that aren’t replicated in the rest of the industry. Flight, speed, softness, spin and grip are among the factors Kipsta balls are measured against – and despite the technical prowess, they’ve been making their elite balls affordable compared to the prices deployed by rival brands. UEFA Europa and Conference League match balls are priced at £69.99 compared to a Champions League ball at £130.

But it’s not just match balls that Kipsta is paying attention to – their boots have also started to make serious noise in the market.

The brand currently has three silhouettes that cater to all types of players in the game. The CLR model is a speed boot made for your faster, attack-minded players, and the Viralto boot is a model that’s built on control, agility and elegance – with K-leather providing a vintage feel in-line with iconic boots of the past. The material has the longest lifespan of any on market, designed with hard-wearing grassroots midfielders in mind.

But the third model is what could really set Kipsta apart in the market.

The Traxium Compressor boot is a genuine all-in-one, with no separation between the sole plate and the upper sole. Anyone who’s played football repeatedly will be familiar with the front of your boot becoming a victim of wear and tear. The infamous “talking boot” as the upper pulls apart from the sole is a thing of the past with Kipsta’s Traxium. They’re so confident about this innovation that each boot comes with a ten-year warranty for the outsole. 

It’s an innovation that’ll be felt most keenly at a grassroots and non-league level, where it’s far more common to play with one pair of boots for an entire season rather than the dozens elite pros get through.

It also lives up to its commitment for innovation by putting sustainability at its core, producing 40% fewer carbon emissions compared to industry standard. The boot is also constructed from recycled materials which eradicate the need for any glue or nails to hold the shoe to the outsole.

We’re living in a time when challenger brands are more appreciated than ever before. For too long, football’s “brand wars” have actually been a place of cultural hegemony with not much separating the ‘big three’ brands apart from seasonal colourways. The likes of New Balance, Skechers and Sokito have proved there’s room for new players – and Decathlon (via Kipsta) are officially here to throw their hat in the ring.

For a long time they have been manufacturing kits for grassroots clubs, schools, academies and for teams within the French professional leagues. Their next ambition is to begin manufacturing kits for a string of European teams – and rumour has it they’re closer to fulfilling that goal than some might think. 

Get set. Decathlon are in this race for the long haul.