Decathlon: The Breakaway – The first eCycling team for prisoners

Decathlon, the sports and activity retailer, created the first eCycling team for prisoners, to demonstrate how sport can change peoples lives.

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...

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