Decathlon Rebrand 2024

Decathlon is the world's third-largest sports company, with more than 2,000 stores in 70 markets, yet it was seen as a budget French retailer and was losing younger audiences. Wolff Olins' 2024 identity repositions it as a global sports brand and a maker, folding 85 sub-brands into one Decathlon built around the wonder of sport, and gives it its first symbol in 48 years.