A new strategic collaboration has been founded between the European Association of Via Francigena Ways (EAVF) and Decathlon Italia, leading company for sportswear.
Decathlon’s interest strengthens the EAVFs spirit, which aims to promote the Francigena route of the Council of Europe on a European and global level. The partnership guarantees noteable visibility of new promotional and communication channels, increasingly visited by those passionate about walking and slow tourism.
The first step for this collaboration took place in 2018 thanks to a meeting in the Fidenza, headquarters of the European Association, Decathlon store, in which the EAVF exhibited the Francigena. Interest swiftly spread, including the Piacenza store and then other Decathlon shops along the Francigena in Italy: Fidenza, Piacenza, Santo Stefano Magra and Colle Val d’Elsa.
The Decathlon shops involved in the project are those close to the official route, therefore easily accessible for pilgrims on foot or by bike. Hikers can find clothing with the yellow Via Francigena pilgrim logo on them in store.