Décimas Brand Guidelines: A 1985 Madrid Sports Chain, Its Tenth Label & Sport Street

A sportswear specialist that opened its own shops.

Décimas is a Spanish chain of shops selling sportswear, trainers and accessories, and the main banner of the Madrid retail group Sport Street. The company says Décimas was founded in 1985 as a specialist in sports fashion, and that the first Décimas shop opened in Madrid two years later, in 1987. La Voz de Galicia, reporting on a new branch in May 2026, gave the founding year as 1984, so the two dates differ by a year.

The company names Alfonso Tejero as its founder and president. In November 2025 FashionUnited described Sport Street, the parent of Décimas, Polinesia and Tenth, as a group controlled by the Tejero family, citing data from the Spanish companies register.

The name is plain Spanish. A décima is a tenth, and the group’s own-label range, which the company dates to 1989, is called Tenth, the English word for the same idea. Décimas says the name was meant to stress the importance of small details. The pairing gives the group a simple naming system: a Spanish word on the shop sign and its English translation on the product.

Growth came first through the shop network and then online. Sport Street says Décimas began selling on the web in 2006, moved into other European countries from 2014, naming Portugal, France and Romania, and reached Mexico about a decade later. FashionUnited listed France, Portugal and Romania as the group’s secondary markets in November 2025, with Spain still accounting for nearly all of its business. La Voz de Galicia wrote in May 2026 that the group had more than 300 shops across Spain, France, Portugal, Poland and Romania.

Three banners under one group.

Décimas is a multi-brand sports shop. It sells clothing, footwear and accessories for men, women and children, and the company names Nike, adidas, New Balance and Puma among the outside brands it stocks, next to its own label. Its website groups the range by sport, with cycling, running, padel and fitness among the headings, and the company also offers franchise partnerships to people who want to run a Décimas shop.

Tenth is the group’s own label. The company describes it as an accessible line that runs from tracksuits and running clothes to trainers, and names products such as the Montmeló shorts, the Monza leggings and the Kanelka trainer. Sport Street says Tenth also has more than ten shops of its own across Spain and Mexico, and that it reached Mexico in 2025. FashionUnited called Tenth the group’s low-cost proposition in November 2025 and noted that the company had begun its expansion in Mexico with it.

Polinesia is the group’s streetwear banner. Sport Street describes it as its youngest line, says it joined the group in 1999 and began selling online in 2015, and gives it more than 50 shops in Spain, with its own clothing, trainers and accessories alongside outside brands. FashionUnited placed Polinesia in the urban fashion segment, with Décimas as the group’s main sports retailer.

A fourth banner did not last. Invain, a chain of sneaker shops promoted by Sport Street, was closed during 2024; FashionUnited reported in November 2025 that the group had completed the closure that year and folded part of Invain’s activity into Décimas, and Palco23 reported the same month that the Décimas network had shrunk by about a tenth in the year Invain shut. Sport Street also says it runs more than ten adidas franchise shops in Spain, alongside Décimas outlet stores.

Sports chains and their signs.

European sporting-goods chains present themselves most visibly through the shop sign. A name, a logo and a set of colours have to work on a high-street fascia, a shopping-centre unit, a large out-of-town store and a website at once, and the companies show these marks on their own sites and in their store photographs. The colours and type in this guide are our own interpretation, not official specifications.

Store formats vary widely. SportScheck, the Munich chain, runs city-centre stores and an online shop, and in 2024 it opened a 2,000-square-metre Berlin store under a concept it calls “Future Retail,” FashionUnited reported. Sport 2000 separates a general multi-category shop from specialist running and team-sport formats that carry names of their own.

Ownership takes several forms, and it is worth stating plainly. Buying groups such as Sport 2000 and Intersport link independent shops that keep their own owners while sharing a name, buying terms and marketing; Germany’s competition authority named both groups as competitors when it reviewed SportScheck’s sale in 2020. Other chains belong to larger retail groups: SportScheck was owned by the Otto Group from 1991 and by Signa Retail from 2020, and since 2024 it has been part of Italy’s Cisalfa Sport. Own ranges sit beside outside brands, as with Witeblaze, the label Sport 2000 launched in 2023.

Corporate pages tell the founding story in each company’s own words, from Otto Scheck’s Munich clothing business of 1946 to the 36 French retailers who formed Sport 2000 in 1966. This guide sets out what can be checked about each chain — founders, owners, insolvencies and sales, with dates — and marks what rests only on the company’s own account.

A family-held chain, counted shop by shop.

Dated counts show the size of the chain. FashionUnited reported in November 2025 that Sport Street ended 2024 with 327 shops across its banners, four fewer than a year earlier, after a period of expansion that had taken it close to 400. Palco23 put the cut to the Décimas network in the same year at about ten per cent and linked it partly to the Invain closure. The group’s own pages, read in November 2026, describe more than 400 points of sale across five countries, with online sales in twelve.

The chain was still opening shops in 2026. In May 2026 La Voz de Galicia reported that Décimas was opening a branch on calle San Roque in Ribadeo, in Lugo province, with ten jobs offered, and that it would be the chain’s only shop between the city of Lugo and central Asturias. The paper described Décimas as the flagship brand of the Sport Street group and noted that it sells through shops, online and through an app. The same report named Decathlon among the sports retailers already trading in the town.

This guide does not reproduce the Décimas wordmark, its lettering or its colours. The structure is the documented part of the identity: a Spanish shop name, an English own label that translates it, a streetwear banner with its own name, and one banner that was retired after a few years.

For a design guide, Décimas shows how a sports retailer can run a shop name, an own label and a streetwear line as separate banners under one family-held group. Compare Forum Sport, another Spanish sports chain, and Decathlon, which also sells its own ranges next to outside brands. For this guide we use a track ink, a chalk white and a coral red with a grotesque sans, an unofficial interpretation; no product or logo is reproduced.

Keep Décimas’s identity on hand — save it to a board in the Made Good inspiration library.