Decathlon unveils new brand strategy and design system

French sporting goods retailer Decathlon has embarked on a brand transformation initiative, unveiling a new logo, brand strategy, and design system. This initiative aims to strengthen the alignment between Decathlon's established brand and its portfolio of 85 in-house labels.

The two-year collaboration with brand consultancy Wolff Olins resulted in a comprehensive overhaul encompassing brand strategy, visual identity, and overall brand experience. This focus on alignment aims to position Decathlon more prominently as a global sports brand in its own right.

Central to the new strategy is the positioning statement "Make sport yours," reflecting the growing trend towards participation and enjoyment in sports, regardless of skill level.

The brand evolution features a refined version of the existing Decathlon wordmark alongside an entirely new logo, L'Orbit. This new logo will be prominently displayed across various brand touchpoints and physical products.

The design system incorporates a custom typeface, Decathlon Sans, developed in collaboration with Grilli Type. The typeface references the angle of the "A" in the Decathlon wordmark with a set of slanted alternate characters. Additionally, a new brand voice and motion design principles have been established.

Decathlon's new campaign, created by AMV BBDO, reflects the brand's emphasis on inclusion and enjoyment in sports. The campaign, featuring the tagline "Ready to play?", utilizes photography directed by Tom Sloan and a video spot directed by Hector Dockrill. This marks the first collaboration between Decathlon and AMV BBDO, and embodies the agency's description of Decathlon's new approach as "democratic and people-centred."