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Decathlon marks a fresh chapter with new branding and campaign
The sports company has unveiled a new logo, strategy and design system to help align its many ‘in-house’ labels with the overarching Decathlon brandBy Megan Williams 12/03/2024
www.creativereview.co.uk
Founded in 1976, French sports company Decathlon is known as a hub for buying sports apparel and equipment by leading brands such as Asics, adidas – and many brands that are actually part of Decathlon itself.
Not satsified with its image as a storefront for other brands, Decathlon’s new branding sees it attempt to move away from being a retail company and cement itself as “global sports brand” in its own right.
The company enlisted brand consultancy Wolff Olins, who worked together on a two-year brand transformation exercise. The result is an overhauled strategy, visual identity, and overall brand experience, which have been redesigned to more clearly align its 85 ‘in-house’ brands with the overarching Decathlon brand.

The brand evolution includes a tweaked version of the existing wordmark, which has remained fairly similar throughout the history of Decathlon, as well as an entirely new logo dubbed L’Orbit. The new logo will have a substantial role to play as it will appear across various brand touchpoints, but also on the physical products themselves.

Elsewhere, Wolff Olins worked with Grilli Type to develop a custom typeface, Decathlon Sans, which references the angle of the ‘A’ in Decathlon’s wordmark with a set of slanted alternate characters. The typography is joined by a new tone of voice and motion design principles.

It’s the first piece of work from Decathlon’s partnership with AMV BBDO, and demonstrates what the agency’s ECD Laura Rogers describes as the brand’s new “democratic and people-centred approach to sport”.


Agency (Brand): Wolff Olins
Agency (Campaign): AMV BBDO
Director: Hector Dockrill
Production Company: Magna Studios
Photographer: Tom Sloan