Alkenes are widely used functional groups in synthetic chemistry, important for producing polymers, detergents, agrochemicals and pharmaceuticals. When treated with electrophiles, alkenes typically undergo addition, not substitution, reactions1. As a consequence, the intuitive retrosynthetic disconnection to form a substituted alkene from the parent alkene does not exist in the toolbox of the chemist. For example, conversion of tri-substituted into tetra-substituted alkenes, or late-stage alkylation of complex alkenes, would provide access to molecules that are currently difficult to construct. Alkene cross-metathesis can formally alkylate appropriately substituted alkenes, but diastereoselectivity and alkene–alkyl combinations are restricted to specific cases2, and several classes of alkenes, such as internal or cyclic alkenes, cannot be readily alkylated with known methods3. Here we report a formal regio- and diastereoselective C−H alkylation of alkenes with carboxylic acids as alkyl source, readily available in large diversity. Key to the development is a polar decarboxylative alkylation that deviates from the current model of radical-mediated C−C bond formation from carboxylic acid derivatives, enabled by a previously unappreciated access to persistent alkylzinc intermediates from redox-active esters. A Pd-catalysed cross-coupling of the alkylzinc species with alkenyl thianthrenium salts accessed from alkenes affords the substituted alkenes in high diastereoselectivity. The transformation offers alkylation of cyclic, acyclic, terminal, internal, mono-substituted, di-substituted and tri-substituted alkenes with diverse alkyl groups.