Decathlon has launched its first-ever 'Middle Aisle' event, offering back-to-school deals locked in for six weeks, with Adidas Kids' Advantage Rip-Tab Trainers reduced to £19.99. The sports retailer's initiative aims to help parents cut costs on essentials such as footwear, backpacks, and water bottles, with prices guaranteed from Monday 20 July through Sunday 30 August.
Decathlon Launches Middle Aisle Event
The 'Middle Aisle' promotion, reminiscent of Aldi's famous middle aisle, is available across UK stores, the website, and the app. It features time-limited discounts on a curated selection of products, with the current focus on school-ready items. Decathlon says the deals arrive as 45% of consumers actively seek budget-friendly purchases without compromising quality, according to internal consumer research.
Adidas Trainers Under £20
The headline offer is the Adidas Kids' Advantage Rip-Tab Trainers, now priced at £19.99, down from £20.99. Available in black and children's sizes 9.5C to 1.5, the shoes feature a durable rubber outsole, water-repellent leather upper, and triple rip-tab fastenings, making them easy for younger children to put on independently. One parent said: "Bought for my five-year-old. Easy for him to put on and take off his shoes quickly and by himself."
Another reviewer commented: "Excellent value for money. My son usually wears out his sneakers very quickly, and I was starting to get fed up. I tried the Adidas brand and I'm delighted with my purchase. They offer a wide selection and a variety of colours. I've finally found shoes that last! My son loves them; they're easy to put on, durable, and have a very nice design." A third added: "A reliable choice; we buy them again for every new size. My son can't stand most shoes; he has wide feet, but with these, there are no problems and no excessive sweating."
However, some limitations were noted. One reviewer pointed out: "They are easy to put on. However, the front breaks quickly if they slide across the ground a lot." Another described them as "a pair of sneakers that are durable enough" and appreciated that they did not look overly sporty.
Additional Back-to-School Bargains
Beyond the Adidas trainers, Decathlon's Middle Aisle includes several other deals. The Adidas 27.5L Backpack has been reduced from £24.99 to £15.99, available in four colours and spacious enough for A4 folders, books, and PE kits. The retailer's own-brand Kids' School Shoes 140 are now £9.99, down from £14.99—a 33% saving—and have earned a 4.8-star rating from more than 13,700 customer reviews. The Kids' Playventure Yard Shoes, developed with 11 healthcare professionals for optimal cushioning and flexibility, are priced at £14.99, down from £19.99.
Elsewhere, M&M direct offers Skechers Junior Boys Dynamight Day School Trainers for £19.99 (reduced from £44.99), featuring memory foam cushioning and velcro fastenings. Clarks' Lumen Hero Kid trainers are available at £25, described as an everyday trainer blending support with child-friendly practicality.
Parent Reactions and Value
Parents have welcomed the initiative as a lifeline against the annual financial strain of the autumn term. One shopper noted: "Shoes bought 2 years ago in all sizes as my son grew. Quite sturdy, comfortable, practical to put on by himself and stylish." Decathlon's Middle Aisle is poised to compete with discount retailers, offering a range of affordable options without sacrificing quality.
