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.
