Challenge:
Decathlon, the third-largest sports company in the world, sought to evolve from a retailer with multiple in-house brands into a unified global sports brand. The rebrand, developed by Wolff Olins, introduced a modern visual identity to emphasize accessibility and inclusivity. Implementing this transformation in the U.S. market posed challenges due to its unique consumer dynamics and competitive landscape.

Solution:
Leading the U.S. rollout, I ensured the seamless adaptation of Decathlon’s global visual identity across print and digital touchpoints. This included updating visuals and copy for marketing materials, e-commerce platforms, and digital channels to align with the refreshed branding. My efforts focused on maintaining consistency while tailoring the brand experience to resonate with American audiences.

Result:
The rebrand significantly enhanced Decathlon’s recognition and engagement in the U.S., creating a cohesive brand experience across all platforms. The successful implementation strengthened Decathlon’s position in the competitive U.S. market and contributed to its global mission of making sports accessible to all.