In India as cricket is hugely popular game and which is played in every nook and corner, Decathlon since its start of India operation has no cricket specific brand. Decathlon sports India limited ventured out to set up a country specific brand. The company in 2014 launched a country specific brand "FLX" with lot of skepticism. The manufacturing and the sale is limited to only one specific country which is much into large scale manufacturing and selling, the idea of selling sports products to one particular coutry, were in the expectation of the customers were to be kept in mind while fixing the pricing, the quality and the most important the brand image to be projected without disturbing the quality and the pricing with keeping in mind the decathlon policy of "Sports for All; All for Sports".