Decathlon, the world’s third-largest sports company, unveils its brand relaunch, marking its evolution from a French retailer to a global sports brand in collaboration with global brand consultancy Wolff Olins.
A Transformational Journey
Over two years of collaboration, Wolff Olins spearheaded a comprehensive rebranding effort, spanning strategy, design, internal culture, and brand experience. This holistic approach aimed to rejuvenate Decathlon’s visual identity, product portfolio, and omnichannel experience, resonating with its global audience.
Catering to All
Since its inception in 1976, Decathlon has served both seasoned athletes and beginners alike, designing products for all sports, individuals, and proficiency levels. Despite its expansive reach, the brand’s voice lacked resonance with customers and prospective audiences.
Empowering Movement
With the appointment of Barbara Martin Coppola as Global CEO in 2022, Decathlon embarked on a strategic shift, transitioning from a French retailer to a globally relevant sports brand. Wolff Olins was entrusted as a strategic partner to facilitate this transformation.
Embracing Wonder
Central to the brand’s strategic approach was the recognition of sport’s profound impact beyond winning. Insights revealed that people find joy and fulfillment in the enjoyment and wellness aspects of sports, inspiring the brand’s new purpose: “to move people through the wonders of sport.”
Make Sport Yours
Aligned with this purpose, Decathlon’s new brand platform, “make sport yours,” empowers individuals to embrace sports on their terms, fostering happier, healthier lives. Departing from the perfection-focused narrative prevalent in the industry, Decathlon injects a sense of play and enjoyment back into sports.
Designing for Impact
Wolff Olins streamlined Decathlon’s diverse portfolio into a unified brand identity, epitomized by the iconic blue color scheme and the introduction of a new brand icon: L’Orbit. The visual identity, encompassing the revitalized wordmark and bespoke typeface Decathlon Sans, reflects the brand’s maker ethos.
An Invitation to Play
To introduce the revamped brand, AMV BBDO developed the “Ready to Play?” campaign, celebrating the joy of sports across diverse demographics. Anchored by a 60-second film directed by Hector Dockrill, the campaign captures the essence of playfulness and spontaneity inherent in sports.
Global Launch
The integrated campaign, slated to debut during Decathlon’s official launch event in Paris, will broadcast across 70 markets worldwide. Through TV, digital, and social media channels, Decathlon invites everyone to rediscover the sheer delight of movement and embrace the spirit of play.
Conclusion: Redefining Sports Engagement
Decathlon’s “Ready to Play?” campaign marks a pivotal moment in the brand’s evolution, encapsulating its commitment to fostering a deeper connection between individuals and sports. By celebrating movement, joy, and authenticity, Decathlon inspires a global community to embrace sports as a source of happiness and fulfillment, inviting everyone to join in the play.
