Singapore – Sports company Decathlon has recently unveiled its latest ‘Ready to Play?’ campaign, inviting customers and colleagues to embrace life and sports with a refreshed brand identity and an all new ‘Orbit’ logo.
Made with creative agency Wolff Olins and AMV BBDO, Decathlon presents an overhauled strategy, visual identity, and overall brand experience, redesigned to more clearly align its 85 ‘in-house’ brands with the overarching Decathlon brand.
For the campaign, the creative team also developed a fresh approach to art direction involving a greater emphasis on inclusion and enjoyment, serving as an invitation to the public to get involved, steered by the campaign line “Ready to play?”
Going into the details of the rebrand, Decathlon unveiled its refreshed brand purpose, which is to “Move people through the wonders of sport”, giving people an accessible entry to live active lives, and allowing them to experience the joys of the sports that they immerse themselves in.
Decathlon’s new Orbit logo also expresses their brand identity, serving as a symbol of openness for everyone to embrace it for what it means to them, whether it is accessibility, high-performance, innovation, or a positive impact on the environment.
Decathlon aims to bring its new positioning and identity to life by connecting product to a larger emotion or activity leading with expressive and relatable imagery and captivating content, introducing new merchandising and storytelling, bringing moments of delight through motion, content, and much more.
Talking about the campaign and brand refresh, Barbara Martin Coppola, global CEO of Decathlon, said, “At Decathlon, we believe that sport has a vital role to play in helping societies to be healthier and happier. Sport helps us to reconnect with our humanity, with the planet, and with our physical selves. So, we took a moment to ask ourselves who we really want to be, and why we exist as an organisation.”
“From this, we wrote our North Star. This is our long-term ambition, and our guiding light to have all the positive impact we can have in the world. Guided by the North Star, a new purpose was born, to Move People Through the Wonders of Sport.”
“We are all incredibly excited and proud to share with you the new chapter of Decathlon. One that will help many people around the world experience the wonders of sport,” she ended.
