Decathlon, the world's third-largest sports company, has partnered with Wolff Olins to rebrand itself from a French retailer to a global sports brand. This two-year collaboration encompasses strategy, design, internal culture, and brand experience, revitalizing Decathlon's visual identity, product portfolio, and omnichannel experience.
Credits:
External partners: FourOneNine, Studio PIC, Peek Content, Grilli Type
Wolff Olins: Emma Barratt, Neil Cooper, Steffan Cummins, Astrid D’Hondt, Flora Gouin, Milan Kendall-Shah, Guy Marshall, James McNaught, Finn O’Brien, Rico Oyejobi, Hanni Randell-Bateman, Matt Saint, Charlie Stott, Jocelyn Turlan, Millie Tyler, Tom Wason
Credits (Campaign)
Client: Decathlon
Brand: Decathlon Brand Platform Global Launch
Campaign title: Ready to Play?
Client name: Celeste Raphael Goumain, Erwan Soquet, Lola Le Blanc, Caroline Marien, Jean Chevalier, Guillaume Ramond and Vitor Tovar
Creative Agency: AMV BBDO
CCO: Nick Hulley and Nadja Lossgott
Executive Creative Director: Laura Rogers
Creative Directors: Jack Smedley and George Hackforth-Jones
Creative Director/Copywriter: Tim Riley
Creative Director/Art director: Michael Jones and João Paulo Testa
Social creative: Chelly Brown
Agency Planning Team: Alice Aldridge and Rebecca Brett
Agency Account Team: Bruna Bechelli, Pink Kitsawat, Kenza Chakib, Alexandra Sandford-Smith and David Stokes
Agency Producer: Nick Godden (Film), Rhiannon Nicol (Photography),
Agency Assistant Producer: Kieran O’Malley
Agency Designer: Simon Dilks and Dian Sofia
Production Company: Magna Studios
Director: Hector Dockrill
Production Co. Producer: John Bannister
Post-production Company: Coffee & TV
Sound studio: Sine Audio
Audio Post-production: Sine Audio
Local Production Company: Gatehouse Commercials
Director: Meghan Daniels
Production Co. Producer: Nick Voortman
Photographer: Tom Sloan
Photographer Agent: LalaLand Artists
Retouching: Studio Private
