• by Fern Siegel , March 14, 2024

Decathlon, a global French sporting goods company, has relaunched its brand.

Wolff Olins handled the assignment, which spans strategy, design, internal culture and brand experience. The revamped visual identity is evident on the company's product portfolio and multichannel experiences.

In 2022, Wolff Olins was asked to shift Decathlon's strategy from a French retailer to a future-fit global sports brand. Wolff Olins team streamlined 85 sub-brands into one unified Decathlon brand with a new brand icon: L’Orbit. The peak logo represents Decathlon's strong connection to outdoor activity.

In addition, Wolff Olins’ sister creative agency, AMV BBDO, produced an integrated campaign that launched with a 60-second spot. Versions of the film will also run in 6-, 15- and 30-second formats across TV, digital, out-of-home and social media.

The campaign runs across 70 markets globally, including the U.S., U.K, France, Germany, Italy and India. The integrated campaign mixes original and found footage and celebrates sports as ordinary people experience it.

The tagline is "Ready To Play?" The question challenges viewers to revel in the joy of movement and spontaneity that sports delivers.

Laura Rogers, executive creative director at AMV BBDO, said: “Play is at the heart of the Decathlon brand. We hope 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.”

Since its founding in Paris in 1976, Decathlon has marketed sports to pros and beginners alike.