Decathlon Strengthens Local Strategy with New Country Director Appointment

Decathlon Appoints First Bangladeshi Country Director – A Milestone for Local Leadership

Decathlon has appointed Sayef Ahmed as the new Country Director for Decathlon Bangladesh, marking a historic milestone as the first Bangladeshi to take on this leadership role. This appointment not only reflects Sayef’s decade-long journey within the company but also signals Decathlon’s strong commitment to empowering local leadership and deepening its roots in Bangladesh.

Sayef began his career at Decathlon in 2014 as a Production Leader. Over the years, he has held key roles both locally and internationally, including serving as Purchase Director (Woven Apparel) in France. His diverse experiences across global operations have shaped his vision for a collaborative, sustainable, and innovation-driven production ecosystem.

In his new role, Sayef will lead the company’s end-to-end production strategy in Bangladesh—one of Decathlon’s top three sourcing countries. With over 100 million units produced annually across 70+ factories, Bangladesh contributes approximately 10% of Decathlon’s global sourcing volume.

Under his leadership, more than 200 team members will work closely with local suppliers to uphold quality, sustainability, and performance.

“This is not just a personal achievement—it is a proud moment for all of us,” Sayef shared. “It reflects Decathlon’s trust in local capabilities and our shared commitment to making sports more accessible around the world.”

He also expressed gratitude to mentors, teammates, and global leaders who supported his journey, including Vivek Kunwar, his predecessor, and key figures from Decathlon’s global and regional teams.

Sayef’s appointment underscores Decathlon’s vision of investing in local talent to build resilient and globally competitive production ecosystems—solidifying Bangladesh’s growing role in the international sporting goods industry