New Decathlon rebrand feels playful yet familiar

Decathlon new logo in use, a woman walking with the logo over the top of her image
(Image credit: Decathlon)

Decathlon is the third biggest sports company in the world, and today has announced a rebrand, created by brand consultancy Wolff Olins. The rebrand aims to take Decathlon from a French retailer to a "future-fit" sports brand, and better reflect the range of people the company supports – all sports, all people, all ages and all levels. 

The new brand positioning is based around the new brand purpose: "to move people through the wonders of sports", with "wonder" being a key element. Like the recent Sweaty Betty rebrand, there's a move away from perfection within exercise, and a focus on a sense of play and enjoyment from sports.

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.