Seams, joints, zippers or folds. In the eyes of Decathlon Chili They are paths that lead to sport, to the emotions that their practice provides, and also to the brand itself. He has expressed it in a beautiful graphic campaign that puts the focus on the small details of clothing, footwear and sports material.
“Choose your path” has been devised by the creative agency Cheil Chileand seeks to highlight Decathlon as an Rmulti -brand and multidisciplinary etailer in which consumers can find everything they need to enjoy sport. The campaign is aligned with the company’s objective to make sports accessible, and is part of the global platform “Ready to play” (“Prepared to play”).
The campaign consists of a series of graphic pieces, shared in the Instragram profile of Decathlon Chile. in which they stand out different disciplines They have a place in the store’s proposal, their respective Brands, and specific products. In one of them, for example, highlights the detail of a tennis ball, and links it with ARTENGOthe Decathlon brand for tennis equipment, Bádminton and Ping-Pong.
“No matter how your sports history begins, all roads end in the same place: the place where all sports are found”, They say next to the image.
In another, highlights the seams of a basketball ball, as well as the brand Tarmak, Specialized in this sport. “That curved line that you see so closely is the same as each boat, each play on the street or on the court. All these paths also end in Decathlon”, Points the brand by sharing the pieces.
In each publication the pattern of sharing the campaign graph, an image of a person practicing the sport, and a product that reflects the brand. It is also observed with the photograph of a zipper, the photograph of a man enjoying his son in the mountain, and the same model wearing a polar lining of Quechua.
“The beginning of a story is also hidden between fibers and seams. The training, that of the cold in the morning, that of “today.” And like all the paths of sport … it also ends in Decathlon”, Says the brand.
The campaign has also been activated in outdoor advertising, with executions in more than 40 bus stops and in more than 20 subway stations of Santiago de Chile, as confirmed from the agency A Reason.WHY.
The creative concept behind the campaign converts the micro, the small details, something macro. With this, in a way creative, evocative and with great visual force, It seeks to show that, regardless of the sport that is chosen to practice, all roads lead to sport and game. It is a visual celebration of the tours and experiences.
As explained from the agency, the campaign does not only try to sell products, but represent what Decathlon means: A space where each athlete can find his starting point or his next challenge.
“Creativity in the sports market is not alone in showing people reaching the top, but also in those small details that are at the starting point“, explains Alejandro Orozco, creative director in Cheil Chile.”We proposed to focus there: in those beginnings that seem invisible, but that contain the DNA of each sport”
