Decathlon: The Breakaway

Decathlon, a sporting equipment retailer, launched an ecycling team for maximum-security prisoners in Belgium on cycling app Zwift to make sports accessible, challenge views on prisoner rehabilitation and showcase the role sports can have in improving mental health.

Campaign details

Title: The BreakawayBrand: DecathlonProduct: Sports ApparelIdea: BBDO BelgiumCountry: Belgium

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
12 months - 3 yearsBELGIUMNon-specificParents & familiesMiddle80 000 euros


This campaign took place in a particular context. In the midst of the lockdown, Decathlon stores were closed for long periods of times, and flagship products like bikes were scarcely available due to supply chain issues. So there were no real sales objectives.

The general objective of this was to make sure that Decathlon remained...

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