Asda has seriously upped its game in sportswear. The value supermarket chain has expanded its relationship with retailer Decathlon in what it describes as the biggest product launch of its kind on its George e-commerce platform to date.

Over 480 of the world’s largest sporting goods retailer’s products are now available to purchase online from the website, including clothing, footwear and sports accessories.

Asda said the partnership “marks a milestone moment” with Decathlon becoming “the first of many new third-party partners that will be available from Asda’s site”.

It’s linked to the retailer’s recently announced partnership with Virtualstock, Europe’s largest dropshipping and curated marketplace SaaS (software-as-a-service) platform, to bring products from more partners to George.com.

The partnership “will allow Asda to grow its third party offering and expand its ranges, with more partnerships expected in 2025”, it said.

The addition of Decathlon on George.com builds on Asda’s existing partnership with the sportswear giant, which includes 22 Decathlon concessions in stores nationwide.

Michael Rowles, Senior Director — Online Trading at George.com, said: “The expansion of our product ranges online is a key focus for us, so to be able to bring products from a trusted retailer like Decathlon marks a significant milestone for us.

“We look forward to sharing more exciting plans to bring products from more of our partners to our website, as we head into next year.”