All sports for all people at all levels.
Decathlon is the world’s third biggest sports company, with a revenue of over $15bn and 2000 stores worldwide. Its driving principle is that sport should be inclusive so it designs for all sports, all people and all levels.
The wonder of sport.
I partnered with Wolff Olins to bring the new brand strategy, ‘the wonder of sport’, to life through copy. The new voice is about bringing joy and play back to the world of sport, amplifying and celebrating the enjoyment, connection, the ups, the downs and everything in between. It’s about opening sport to the people, not the select elite few.
From playgrounds to podiums.
The new tone became about much more than writing copy. It defined the structure and blueprint for Decathlon’s internal teams to brief in all future campaign and retail experience projects.
