Forget pro athletes, nutrition plans and nanosecond margins. ‘More than sport’ highlights the unique position that Decathlon has in the marketplace: sport at its most democratised. Their approach to design, value for money, and accessibility brings sport to people who need it the most. For their customers, Decathlon unlocks a world of movement, exercise, health, friendship, discipline, fitness, exploration, connection.

The toolkit uses a ‘shot from the hip’ photographic style that feels more approachable and fun. A deconstructed grid and a shocking palette of cobalt blue and fluoro green help to create an immersive, energetic art direction.