For a company where the word “Style” had long been off-limits, this was a cultural shift.
Until then, Decathlon’s strategy had always focused on the sport itself — on function, performance, and utility. Suddenly, we were daring to talk about aesthetics, lifestyle, and attitude.
Every day was a challenge: to take a stand, make strong creative choices, experiment for the first time, and push the boundaries of what Decathlon could be. I built a team of talented creatives who shared this mindset — curious, fearless, and eager to explore. Among all our achievements, one stands out: our lookbooks.
For the first time, Decathlon presented products as a collection, not just as functional items. The response was incredible. Customers even began asking for Kalenji pop-up stores, wanting to experience in real life the world we had created through our imagery and with our strong Instagram community.
These explorations opened the door to entirely new opportunities for the company and ultimately led to the creation of a dedicated Sportswear team within Decathlon — proof that creativity and sport can not only coexist but elevate each other.