The global sports retail giant, Decathlon, has unveiled an ambitious rebranding effort, anchoring it around a new emblem known as ‘Orbit’ to symbolize its dedication to “inspiring movement through the magic of sports.”
This comprehensive rebranding initiative, a collaborative endeavor with the creative agency Wolff Olins, is set to be propelled into the spotlight through a worldwide marketing campaign crafted by the affiliate agency AMV BBDO, drawing inspiration from the theme of play.
Emerging from a two-year partnership, the reimagined branding for Decathlon encompasses a holistic overhaul—spanning strategy, design, corporate culture, and the overall brand experience, touching on every aspect of Decathlon’s consumer interaction points.
Emma Barratt, Wolff Olins’ global Executive Creative Director, commented, “Right from the beginning, it was evident that Decathlon was a unique entity deserving of a brand identity that reflects its rich legacy and forward-looking aspirations. Known to many simply as a retail outlet, Decathlon transcends this label to embody inclusivity within sports, pushing the envelope in sustainable practices, with its sights set on becoming a vanguard of circularity in the industry. But, paramount to its mission is the aim to infuse sports with fun, joy, and awe for individuals at every skill level.”
She further elaborated, “Our rebranding efforts have meticulously crafted a new brand and identity that extends a universal invitation for everyone to engage in movement in their unique manner. Collaborating closely with Decathlon’s commendable leadership team has been a profound source of inspiration, and we eagerly anticipate how they will continue to innovate and democratize the joy of sports for all.”
AMV BBDO is set to lead the charge in introducing the rebrand with a captivating 60-second feature film blending original and archival footage to celebrate the authenticity of sports as experienced by real people. This film will be distributed across television, social media, and digital platforms.
Laura Rogers, Executive Creative Director at AMV BBDO, shared, “The essence of play is deeply embedded in the DNA of Decathlon, from its product lineup to its corporate ethos, and now, prominently featured in its external communications.
We’re thrilled to broadcast Decathlon’s distinctive, accessible, and community-focused perspective on sports to a global audience. This campaign marks our inaugural collaboration with the brand, and we’re hopeful that it will inspire individuals worldwide to embrace their playful spirit, motivating them to actively participate in play.”
