Rewriting Sport's Playbook for Billions of Athletes Rebrand

The Story

Wolff Olins rebranded Decathlon, the world’s third-largest sports company, to enhance its cultural impact and appeal to younger audiences. Previously perceived as a budget retailer, Decathlon's identity was fragmented across 70 markets and 85 sub-brands. The new brand strategy centers on the idea of 'Move People Through the Wonders of Sport,' shifting focus from products to the people who engage in sports. Key design elements include a refined wordmark, a refreshed blue color scheme, and the introduction of the Orbit symbol, which represents movement and the outdoors. The bespoke typeface, Decathlon Sans, enhances the brand's dynamic character. This cohesive identity was prominently displayed during the 2024 Paris Olympics, where it attracted over 200,000 visitors, solidifying Decathlon's global relevance.