Client
Decathlon
Year
2024
Brief
Investigate accessibility and barriers to movement. Bring these barriers to life and communicate them in an engaging way
Solution
A series of thought-provoking concepts that overcome barriers to sports and help Decathlon redefine its innovation strategy
Keywords
strategic visions, new product opportunities, user research, communicating visionary ideas
Packages
Frame - Discover - Imagine - Materialise
Related Projects
Future of Sport
We helped Decathlon redefine its innovation strategy by designing future-forward solutions that break down barriers to movement — making sports more inclusive, accessible, and inspiring for a new generation of athletes.
Through a series of thought-provoking prototypes, we provided insights and recommendations to shape the brand’s long-term innovation strategy. Over five months, we immersed ourselves in deep user research, ideation, and prototyping—translating insights into tangible opportunities that redefine what a sports brand can be.
Research
We started by investigating and mapping the biggest physical, social, and cultural barriers to sports participation, speaking to a diverse group of individuals—from a retired fencer to a transgender volleyball player. To expand our perspective, we also consulted experts across multiple disciplines, including an environmental activist and a women’s health specialist.
Our research didn’t stop at users—we also examined how competitors and disruptor brands have historically tackled movement barriers, drawing lessons from parallel markets and alternative industries. These insights laid the foundation for defining Decathlon’s unique role in shaping the future of sports.
Insights & Strategy
Building on our research, we developed a strategic framework that redefined Decathlon’s innovation approach—shifting the brand beyond just selling sports products to enabling movement in a more holistic, inclusive, and accessible way. Our insights became a roadmap for future product opportunities, helping Decathlon design for evolving customer expectations while staying ahead of major social and technological shifts.
Through a series of thought-provoking prototypes, we provided insights and recommendations to shape the brand’s long-term innovation strategy. Over five months, we immersed ourselves in deep user research, ideation, and prototyping—translating insights into tangible opportunities that redefine what a sports brand can be.
We started by investigating and mapping the biggest physical, social, and cultural barriers to sports participation, speaking to a diverse group of individuals—from a retired fencer to a transgender volleyball player. To expand our perspective, we also consulted experts across multiple disciplines, including an environmental activist and a women’s health specialist.
Our research didn’t stop at users—we also examined how competitors and disruptor brands have historically tackled movement barriers, drawing lessons from parallel markets and alternative industries. These insights laid the foundation for defining Decathlon’s unique role in shaping the future of sports.
Building on our research, we developed a strategic framework that redefined Decathlon’s innovation approach—shifting the brand beyond just selling sports products to enabling movement in a more holistic, inclusive, and accessible way. Our insights became a roadmap for future product opportunities, helping Decathlon design for evolving customer expectations while staying ahead of major social and technological shifts.
"The 2024 project was devised with an elite group of partners to explore the relationship with an emerging future for sport and the unique DNA of Decathlon with its obsession to democratise sport. The Special Projects team led conceptualisation to bring a tangible and provocative keystone to the program. By demonstrating possible outcomes inspired from the insights we were able to accelerate the transition from research to execution. Their skilled approach stands out as a powerful catalyst for innovation. A delightful and ongoing partnership has begun."
Tom Waller, Chief Innovation Officer at Decathlon
To bring this strategy to life, we created three bold product concepts that helped Decathlon visualize how their new direction could take shape in the real world. Each prototype wasn’t just about solving an immediate challenge—it was designed as a blueprint for Decathlon to create deeper, more meaningful connections with its audience. These concepts helped demonstrate how sports brands can redefine engagement, accessibility, and inclusivity.
This project played a pivotal role in redefining Decathlon’s innovation strategy, working closely with senior leadership, key stakeholders, and internal teams.
Beyond just strategy and design, our collaboration helped equip Decathlon’s team with the mindset, tools, and frameworks needed to sustain long-term innovation. By making their vision tangible, we ensured that the new direction wasn’t just ambitious—but also actionable and scalable.
