Decathlon Unveils ‘Ready to Play?’ Campaign and Brand Refresh

Decathlon, the renowned sports company, announces its latest ‘Ready to Play?’ campaign, accompanied by a refreshed brand identity featuring a new ‘Orbit’ logo. 

In collaboration with creative agencies Wolff Olins and AMV BBDO, Decathlon introduces an enhanced strategy, visual identity, and brand experience to align its diverse range of in-house brands with the overarching Decathlon brand.

Embracing Life and Sports:

The ‘Ready to Play?’ campaign embodies Decathlon’s renewed commitment to encouraging customers and colleagues to embrace life and sports.

With a focus on inclusivity and enjoyment, the campaign invites individuals to participate in sports and active lifestyles, guided by the mantra “Ready to play?”

Refreshed Decathlon Brand Purpose:

Decathlon unveils its refreshed brand purpose, emphasizing its mission to “Move people through the wonders of sport.” 

This purpose underscores Decathlon’s dedication to providing accessible avenues for individuals to lead active lives and discover the joys of sports immersion.

Introducing the Orbit Logo:

Central to the brand refresh is introducing the new Orbit logo, symbolizing Decathlon’s brand identity. The logo serves as a beacon of openness, inviting everyone to interpret and embrace it according to their unique perspectives, whether focusing on accessibility, high performance, innovation, or environmental impact.

Bringing the Brand to Life:

Decathlon aims to breathe life into its new positioning and identity by connecting products with emotions and activities. 

Through expressive imagery, captivating content, and innovative storytelling, Decathlon seeks to create delight and inspiration for its customers, fostering deeper connections with the brand.

Insights from Decathlon Global CEO:

Barbara Martin Coppola, global CEO of Decathlon, shares insights into the campaign and brand refresh. 

She emphasizes the company’s belief in the transformative power of sports and highlights its commitment to making a positive impact on societies, individuals, and the planet through sports engagement.