Background
Sport has many benefits. Not only on a health level, but also on an emotional and mental level. Decathlon’s purpose is to make sport and its benefits accessible to all. Even when it seems impossible.
During the lockdowns in 2020 and 2021, we all felt a bit like prisoners. In the spring of 2021, Decathlon wanted to make ‘freedom’ its central theme.
We wanted an activation that demonstrated how sport can liberate people and fits in the company’s vision of making sport accessible.
Idea
In a maximum security prison in Oudenaarde, Belgium, we launched the first eCycling team for...