Decathlon relaunches brand to reflect new global ambitions

French sports company Decathlon underwent a transformation crafted by brand consultancy Wolff Olins. The project sought to introduce the organisation’s new purpose: ‘to move people through the wonders of sport’.

Led by brand consultancy Wolff Olins, Decathlon relaunched with a new brand strategy, design, internal culture and brand experience across the sport company’s touchpoints. 

All these elements aimed to answer the question at the heart of the rebrand: what role does sports play in our lives? Moving away from ideals of winning and perfection, the rebrand proposed that athletics are meant to induce wonders of play and sport for all, not just pros. 

With this in mind, Wolff Olins designed a new brand icon, L’Orbit, with the same iconic Decathlon blue. The icon is placed on products for all levels of athletes, further emphasising the idea of sport for all. Along with this is a collection of new iconography and a bespoke typeface, Decathlon Sans, for an expressive yet technical feel. 

The project also includes a short film by Wolff Olins’ sister company, AMV BBDO, which highlights the essence of play. Directed by Hector Dockrill, the film features both original and found footage that celebrates global athletics, through both young beginners and hall-of-famers. The finished product was dispersed across TV, digital and social media channels after its official release in Paris on 12 March. 

Celine Del Genes, global chief customer officer at Decathlon, says, “We understand that the role of sports to people worldwide is evolving, and our new brand directly reflects this changing dynamic. It unites all of Decathlon’s customer initiatives and elevates how we go to market in a fresh and playful way.”

Emma Barratt, global executive creative director at Wolff Olins, adds, “Decathlon has always been for everybody; a sportsmaker, misunderstood as a retailer. 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.”