Decathlon appoints Sayef Ahmed as Country Production Leader in Bangladesh

Decathlon has announced the appointment of Sayef Ahmed as the new Country Production Leader for Decathlon Bangladesh, marking a major step forward in the company's journey in the country. This transition underscores Decathlon's commitment to empowering local leadership, deepening industry collaboration, and strengthening Bangladesh's strategic position within its global value chain.

Sayef Ahmed, who joined Decathlon in 2014 as a Production Leader, brings over a decade of experience in sourcing, manufacturing excellence, and strategic partnerships. His international tenure as Purchase Director (Woven Apparel) in France further enriched his understanding of Decathlon's global operations. In his new role, he will oversee end-to-end production strategy in Bangladesh — managing supplier partnerships, sustainability practices, quality assurance, and industrial innovation across more than 70 supplier factories.

"I am honoured to lead a team that has always been close to my heart," said Sayef Ahmed, newly appointed Country Production Leader. "Bangladesh has incredible potential, and I am excited to continue building a collaborative, sustainable, and high-performing production ecosystem. Together with our local partners and teammates, we will keep innovating to make sports accessible to more people, both locally and globally."

Bangladesh is now one of Decathlon's top three sourcing countries globally, accounting for 10% of its global sourcing. With over 2,000 local teammates working directly or through supplier networks, the country plays a crucial role in producing technical products such as textiles, sleeping bags, tents, footwear, and accessories—exceeding 100 million units annually.

Fred, Head of Global Production at Decathlon, said, "Sayef's appointment marks a significant step in our journey to reinforce local leadership and foster a more resilient value chain in Bangladesh." Deepak D'souza, Production Zone Director – South Asia, added, "His story is a testament to the talent, drive, and potential that exists within our Bangladeshi teams — qualities we are proud to champion and invest in."

This leadership transition also marks the conclusion of a successful chapter led by Vivek Kunwar, who previously served as Country Production Leader. Under his leadership, Decathlon Bangladesh experienced substantial industrial growth, strengthened supplier relations, and advanced sustainable production initiatives. Vivek will now serve as Chief of Staff within Decathlon's Value Chain Team at the company's global headquarters in France.

The appointment of a Bangladeshi leader to helm the production unit signals Decathlon's renewed focus on inclusive leadership and sustainable partnerships — reflecting its enduring belief in nurturing ecosystems that support communities, industries, and sports enthusiasts worldwide.