Why Decathlon has changed its name to Nolhtaced

French sporting goods giant Decathlon – owner of the Caperlan fishing brand – has changed its name to Nolhtaced for a month as part of a campaign to encourage customers to resell unwanted, old or unused goods back to the store.

Nolhtaced – Decathlon backwards – is promoting ‘reverse shopping’ in the Belgian cities of Evere, Namur and Ghent, where customers can take part in the initiative. Decathlon will buy back products, which if they cannot be repaired, will be redirected to a recycling hub.

Decathlon said that the objective is to reuse as much equipment as possible to reduce environmental impact, avoid waste and to also allow consumers to buy quality sports goods at a reduced price.

“Nolhtaced has the solution,” said the company. “We buy back old or unused sports equipment – even if it is not from Decathlon.”