Decathlon PEThletes: Restoring Mobility and Joy to Disabled Dogs
Dogs are natural athletes, often joining us on walks, runs, skateboarding sessions, and even surfing adventures. However, dogs with disabilities or mobility issues face significant challenges, often unable to engage in such activities. This not only affects the dogs’ quality of life but also reduces their owners’ motivation to exercise.
Recognizing this issue, Decathlon, a global retailer committed to democratizing sports, partnered with Publicis Brasil to create an inspiring initiative called “PEThletes.” This project aims to turn disabled pets into athletes once again, extending Decathlon’s mission of promoting the joys of sports to include pets, thereby enhancing their well-being and allowing them to fully enjoy life.
The Concept of PEThletes
“PEThletes” introduces innovative sports prostheses for dogs made from recycled PET bottles collected from parks. These prostheses restore mobility to dogs that have lost the use of their hind legs, enabling them and their owners to re-engage in sports and outdoor activities. This initiative beautifully aligns with Decathlon’s core belief that sports should be accessible to everyone, including our beloved pets.
Launch Event and Community Involvement
The launch event for the PEThletes initiative took place at Villa-Lobos Park in São Paulo, organized in collaboration with NGOs like Cãodeirante. The event invited the community of dog owners with disabled pets to participate. At a specially set-up Pet-station in the park, people were encouraged to deposit plastic bottles. These bottles were then recycled into filament and used to 3D-print the prostheses.
The impact was immediate and profound. For every dog that regained its mobility and returned to sporting activities, a human counterpart also found renewed motivation to engage in physical exercise. This symbiotic relationship underscored the campaign’s success in promoting health and activity for both pets and their owners.
Future Availability
Soon, these innovative prostheses will be available on Decathlon’s e-commerce platform, ensuring that even more pets can become “PEThletes.” This move highlights Decathlon’s commitment to making sports inclusive and accessible, reinforcing the message that sports are for everyone – including our furry friends.
Conclusion
The “PEThletes” campaign by Decathlon is a heartwarming and innovative initiative that underscores the company’s dedication to inclusivity in sports. By providing mobility solutions for disabled dogs, Decathlon not only enhances the lives of these pets but also brings joy and activity back to their owners. This campaign exemplifies the spirit of community, sustainability, and the transformative power of sports.
This professional campaign titled ‘PEThletes’ was published in Brazil in May 2024. Created by the ad agency Publicis Brasil for the brand Decathlon, this integrated media campaign is related to the pets industry and contains two media assets. It stands as a testament to the positive impact of thoughtful innovation and community engagement.
