Product details

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Abstract

Decathlon, the world's third largest sporting company, had initiated its business 'transformation plan' to enrich its image and change people's perception about its business. While pursuing the goal of 'more profitable, more digital, more environmental' business journey, it wanted to remind its audience that it was not just a distributor of sports gear or a sports retailer. It sought to be identified as a holistic sports brand. For that, it wanted to drive attention toward its contribution in promoting sports, for its investment in R&D in introducing innovative products and services, and for democratising sports and making it accessible and affordable for wider demography. After 48 years of business, the brand decided to launch its official logo, 'The Orbit' and feature it across all its business touchpoints. Would this new visual identity help Decathlon effectively tell its brand story and depict brand's legacy and ambition?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2024.

Geographical setting

Region:
World/global

About

Abstract

Decathlon, the world's third largest sporting company, had initiated its business 'transformation plan' to enrich its image and change people's perception about its business. While pursuing the goal of 'more profitable, more digital, more environmental' business journey, it wanted to remind its audience that it was not just a distributor of sports gear or a sports retailer. It sought to be identified as a holistic sports brand. For that, it wanted to drive attention toward its contribution in promoting sports, for its investment in R&D in introducing innovative products and services, and for democratising sports and making it accessible and affordable for wider demography. After 48 years of business, the brand decided to launch its official logo, 'The Orbit' and feature it across all its business touchpoints. Would this new visual identity help Decathlon effectively tell its brand story and depict brand's legacy and ambition?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2024.

Geographical setting

Region:
World/global

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