Artificial intelligence (AI) is rapidly becoming one of the most critical aspects in both business and science, and an increasing number of leading technology companies in Canada are at the forefront of AI development and innovation. The proposed research project aims at developing AI algorithms that have the ability to accurately classify the sport practiced or the sporting equipment present in an image. This project is broadly in line with the AI Strategy by the federal government to make Canada a global AI research powerhouse, and seeks to develop automated image classification models that will help increase the visibility and competitiveness of Décathlon Canada, a worldwide leading company in the sports market.