At the time, part of the organization was questioning the relevance of sportswear and its place within a sports retail ecosystem built entirely around athletic use.
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For years, “style” had almost been a forbidden word.
To challenge that mindset and highlight the value of style as an expression of sport itself, I was given the opportunity to build an autonomous creative team — starting from my Kalenji communication team and bringing together internal and external talents.
Weeks of product selection, persona development, storytelling, and photoshoots followed.
Including the development of a new digital merchandising concept: a dedicated landing page within the Decathlon ecosystem, designed to showcase products through style and silhouette inspiration, offering an alternative way for customers to discover and shop the collection.
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It was an ambitious and forward-thinking project — one that arrived perhaps a little too soon. It never reached our customers, but it sparked real change within the company.
That spark would eventually lead to what became Decathlon’s sportswear project.