DECATHLON & BETC PARIS - When the thrill of sports redefines affordability.
DECATHLON celebrates the power of sports and reaffirms the affordability of its products in its new brand campaign.
In its latest campaign created by BETC PARIS, DECATHLON reaffirms its commitment to making sports affordable to all, while highlighting the emotional richness that its products provide. Through three films and five visuals, the brand pays tribute to those unique moments in life that only sports can offer.
As a key player in the daily lives of French people, DECATHLON has always been committed to placing sports at the heart of society. This positioning is reflected in its range of innovative and sustainable products, designed for all levels of practice, at the best value for money.
Built around the strategic positioning “Prices that offer so much more,” this campaign embodies a human and popular vision of sports. Each product becomes the starting point for a sincere and universal life story: a table tennis racket can boost a child's self-esteem, hiking boots can revive the 20-year-old spirit of a 70-year-old, and a mountain bike can symbolize the freedom of a teenager.
With this new message, DECATHLON reaffirms its mission: to enable everyone to experience great emotions through sports.
"Through sports, we are convinced that Decathlon has a real role to play in everyone's development. This role forces us to make sure that price is not a barrier. For this campaign, we wanted to capture real moments in life, such as integration into a group or personal reconstruction: universal scenes and the most authentic positive emotions possible," emphasizes Nicolas Mignot, Director of External Communications at DECATHLON FRANCE.
“How can we not be proud to convey the message that sports is accessible to everyone? Our mission was to show how these affordable prices are the source of great values and defining moments in our lives. With its high-quality products at fair prices, Decathlon plays a truly unique role in sport,” emphasizes Mehdi Benali, Managing Director at BETC PARIS.
Annonceur : Decathlon
Responsables Annonceur : Nicolas Mignot, Iaorana Delattre, Louis Florin
Agence : BETC
Responsables Agence : Mehdi Benali, Clémence Körber, Jennyfer Perrodo, Hugo Lesieur, Raphaël Gomes
Vice President & Executive Creative Director : Olivier Apers
Directeur Artistique : Sébastien Lafaye
Concepteur-Rédacteur : Charles-Henry Joyaut
Planning Stratégique : Etienne Averseng, Chloé Wren
Trafic : Céline Laporte
Agency Producer : Benoît Fernandes
Maison de Production : La Pac
Producteur : Jérôme Denis
Réalisatrice : Emily May
Directeur Photographie : Édouard Le Grelle
Production Service : All In
Producteurs : Thomas Laget, Julien Floutard
Post-Production : POP
Post Producteur : Caroline Deloffre
Monteur : Vincent Marchand
Étalonneur : Mathieu Caplanne
Production Son : KOUZ
Photographe : Emily May
Production : Catherine Bouchaud, Charlotte Daouiri
Agence Média : Havas Media
Responsables Agence Média : Manon Buissart, Alannah Vonrufs
Films : 13 juin 2025
Affichage : 18 juin 2025
Films : 3 films TV (29’’ / 20’’) & VOL diffusés du 13 au 29 juin – scope France
Affichage : Campagne d’affichage nationale – France
Films : 16x9 en TV/VOL, 9x16 et 4x5 en digital
Affichage : 12m², 8m², 2m²
