#RethinkFashion
Experience a new vision of sports.
Nearly 50 years after its creation, Decathlon is taking things to the next level and unveiling its new purpose, “Move people through the wonders of sport,” to the world.
Following a consultation, Decathlon chose OVAL to launch its new identity and tagline, “Ready to play?”
We designed a fun, inspiring, and ambitious event, blending choreography, showroom, and autograph sessions to propel the brand into its new era.
The event
For real.
To showcase this new identity and its tagline, “Ready to play?”, OVAL designed a fun and inspiring event at the Phantom Paris, with a scenography that pushes the boundaries of sports fields. Athletes discovered new playgrounds in an acrobatic choreography created by artist Manu Gouffran.
The 2-hour event was broadcast live to more than 70 countries, presenting the new strategy to thousands of employees and journalists worldwide.
This milestone event allowed everyone to explore the brand’s new products in a dedicated exhibition space for the latest collections, as well as the new retail concept through a virtual reality experience.
A signing session with the Decathlon cycling team at Decathlon Paris - La Défense offered the public an exclusive first look at the new jersey of the Decathlon AG2R - La Mondiale cycling team.
Lastly, an organized visit to the Decathlon Rive Droite store concluded this historic event for the brand.
+ 8,5k
articles and content created
+ 70
connected countries
OVAL & Decathlon, hand in hand
For 4 weeks, we worked alongside the Decathlon teams to organize one of the most significant events in the brand’s history. Driven by an extraordinary ambition—to disrupt the sports industry by promoting a new vision—we are incredibly proud to have contributed to bringing this vision to life for the world through this event.
