Sports retail giant Decathlon, has introduced a temporary new logo update to highlight its reverse selling service. Decathlon has figuratively turned its own brand around to mimic its reverse selling service.

Decathlon's new logo, which changes the company's name to "Nohltaced" (Decathlon spelled backward), will be on display in several of its stores in the Belgian cities of Evere, Namur, and Ghent. Additionally, Decathlon's website and social media platforms will highlight it.

For one month, the company will use the new logo to advertise its "reverse selling" service.

Customers of Decathlon are welcome to return their used athletic items to the retailer so that they can be either resold with a warranty or refurbished to their original state for resale.

Nohltaced Belgium commented in a press release that to lessen the influence on the environment and prevent waste, the objective is to reuse as much equipment as feasible. The second-hand product selection offered by Decathlon will also make great sporting goods more affordable for less fortunate customers.

Arnaurd De Coster, Director of Second Life Nohltaced Belgium, said that they strongly rely on their buy-back service, their supply of second-hand things, their rental service, and their repairs to continue to develop their activities in a sustainable way. At first sight, this name change might appear to be only a marketing ploy, but their main objective is to increase awareness of their buy-back service.

All brands of athletic products are included in the reverse selling program, with the exception of socks, helmets, underwear, and swimwear, which consumers can sell for store credit.

Decathlon claims that it has already gathered 26,000 products in Belgium this year, totaling more than €593,000 in gift certificates.