Decathlon has introduced a bold rebrand, featuring the icon ‘Orbit,’ to symbolize its dedication to “move people through the wonders of sport.” The collaboration with Wolff Olins spans strategy, design, internal culture, and brand experience, aiming to position Decathlon as a sportsmaker rather than just a retailer. The global creative campaign by sister agency AMV BBDO focuses on the concept of play and aims to inspire people of all levels and abilities to find joy in sports. The campaign includes a 60-second hero film celebrating real people engaging in sports through original and found footage.