Global sports retailer Decathlon has launched a bold new rebrand centred around an icon called ’Orbit’ that expresses its commitment to “move people through the wonders of sport”.
Developed in partnership with creative agency Wolff Olins, the extensive rebrand will be promoted via a global creative campaign designed by sister agency AMV BBDO inspired by the concept of play.
Resulting from a two-year collaboration, the sports retailer’s new visual identity will span across strategy, design, internal culture and brand experience, encompassing all Decathlon touchpoints.
“From the start of our journey together it was clear that Decathlon is special – it deserved a brand that matched its heritage and its ambitions. Decathlon has always been for everybody; a sportsmaker, misunderstood as a retailer,” Wolff Olins global ECD, Emma Barratt said.
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“A democratising influence in sport, fast becoming a leader in circularity. But above all, its aim to simply bring fun, joy and wonder to people of all levels and abilities.
“We have honoured this with the new brand and identity, which is an open invitation for all to move in their own way. It has been inspiring to work so closely with the impressive Decathlon leadership and we couldn’t be more excited to see how they will continue to innovate and bring the wonder of sport to the masses.”
AMV BBDO’s integrated campaign will be spearheaded by a 60-second hero film that will mix original and found footage, celebrating sport as it truly occurs through real people. The film will be pushed out via TV, social media and digital.
Laura Rogers, ECD of AMV BBDO, added: “Play is at the heart of the Decathlon brand, from their stores to their people and now, in their communications.
“We’re delighted to share Decathlon’s unique, democratic and people-centred approach to sport with the world. We hope that this work, which is our first in partnership with the brand, inspires people everywhere to find that joyous spirit within themselves and get out there and play.”
