Decathlon reverses its name to ‘NOLHTACED’ in three Belgian cities

'Decathlon' written backwards is 'nolhtaceD' and the company believes that this marketing move would encourage people to indulge in 'reverse shopping'. Reverse shopping basically means that customers can resell old or unused sporting goods back to the store, and the company will then repair the item and resell them in some form under warranty. The move is to promote general awareness of environment-friendly practices.