Well known in Reunion, the sporting goods brand will capitalize on this anniversary throughout the year to accelerate its image repositioning. In particular, it launches the Fair Play Prize concept, a promise of fair prices on iconic products from major brands.
It was founded in 1966 by footballers Just Fontaine, Jean Djorkaeff and Pierre Batteux : the Sport 2000 cooperative, became Céraclès Cooperative Entrepreneurs Traders, today brings together more than 750 points of sale, including three locally located in Saint-Pierre, at the port, and in Sainte-Marie. March 30, it launched a national activation program structured around two axes : a monthly common thread, called “Sports Hour” ; and in the second half a great highlight, entitled “Sports attire required”. These actions are part of the Sprint 2030 acceleration plan, launched in March 2025, which aims for a turnover of 1,3 billion euros, as well as in the brand's new communication territory, “Sport as a lifestyle”, unveiled in January 2026.
A new promise
“The sports market in France is evolving : consumers expect specialized brands to provide them with advice, quality and prices they understand. Faced with pure players who dominate this dimension and competitors who play on volume, Sport 2000 has a card to play : the clarity of their promises. This is why we are launching the 2026 Fair Play Prize concept, with a particularly dense sports calendar. This is the ideal time to assert this positioning”, announces Emmanuelle Bahuaud, general director of Céraclès Coopérative Entrepreneurs Commerçons, herself a former accomplished athlete, French 1500m champion and marathon runner.
A year full of events
Since March and until December, Sport 2000 puts the spotlight on a sporting universe every month through an omnichannel system combining stores, e-commerce and social networks. Each category will benefit from highlighting supported by expert content, speeches from field actors, and also customer publications shared on social networks. At the heart of this device, the brand launches the Fair Play Price concept : every month, iconic products from major partner brands – like Adidas, Nike, Under Armour, Asics, New Balance, Puma… – are displayed at a price revised downwards compared to the recommended retail price. “No artificial promotional mechanics, no price crossed out : a fair price, assumed and explained by the in-store teams”, warns Sport 2000.
One month birthday
In the second part of the year, Sport 2000 will mobilize its entire network around a national highlight on sport : “Sports attire required”. A national anniversary month which will reveal a series of surprises, events and exclusive meetings for its customers. Workshops, tournaments, demonstrations, local events : network stores will become key players in the highlights. This system will combine national activation and local initiatives, in the spirit of the brand’s cooperative model.
A multi-brand brand
In 2025, the cooperative network brings together stores under different brands : Sport 2000 (plain and mountain), Mondovélo (cycle), Mountain Space (outdoor), Ekosport-Rent, Sneakers Specialist (selective mode) and Urban Soccer (5-a-side football and paddle). The turnover of Sport 2000 France reached €831 million in 2024, a performance raised to more than 65% by the plain network of the Sport 2000 brand.
