DECATHALON CANADA Ability signs - Decathlon

Our values are at the heart of our brand. Our strength? Putting them forward with every action
we take. Our way of being was noticed by Strategy Magazine, who awarded us the prestigious
prize of 2023 Brand of the Year. A recognition that makes us proud to offer Canadians a sports
experience that reflects their values, and ours.

CASE SUMMARY

With over 1,700 stores in 60 countries, Decathlon is the largest

sports retailer in the world, and since its creation in 1976, the
retailer has been committed to playing sports and their benefits
accessible to everyone. Over the years, Decathlon has built its
success through affordable prices, innovative products, passionate
employees, and experiential stores. However, despite its iconic
status internationally, Decathlon has remained a relatively unknown
brand in Canada, where it has only been present since 2018. Since
Decathlon was about to open its 10th store in the country in 2021,
the retailer wanted to boost its fame while making its commitment to
the democratization of sport known.

The market was already heavily populated by established players

with much larger marketing budgets, such as Sports Experts in
Quebec or Sport Chek in the rest of Canada. It was also ingrained in
Decathlon’s culture to favor grassroots initiatives over mass media-
heavy campaigns. To break through, they had to find a strong and
cost-effective initiative that reflected their mission to play sports
more accessible. And to compensate for considerably smaller
resources, this initiative had to be buzz-worthy enough to be
amplified by the media and the general public.

The International Symbol of Access, one of the most recognized

signs in the world, only reflects the limitations of people with
disabilities.

BMK 713 Advertising and Promotion Final Case Analysis Fall 2023/
Prepared by Professor Kathryn Faubert
 Ability Signs: to change the way we look at people with disabilities,
the universal accessibility symbol was reimagined to spotlight what
they can do rather than what they can't. Using Decathlon’s existing
retail signage system, they designed 25 custom symbols. Called
Ability Signs, these 25 new icons now depict the symbol with a sport,
such as basketball, rugby, and tennis to name a few. These new
icons are intended to help broaden how we see people with
disabilities.

Launched in the fall of 2021, In addition to in-store signage and

parking space stencils, a website was created (abilitysigns.ca)
where people could download every icon available under a Creative
Commons license to use, for free, with the ultimate goal of having
individuals and other brands join the movement.

Since its launch, Ability Signs has been met with an overwhelmingly
positive response from international Decathlon stakeholders,
disability advocates and the media. While the initiative started in
Canada, things took off with professional sports teams, recreational
centres, gyms and even competitors agreeing to install their own
Ability Signs.

The movement now extends to Paris, where several cities of Seine-

Saint-Denis added 16 accessible parking spots using Ability Signs
visuals 1,000 days ahead of the Paris 2024 Paralympic games. The
Decathlon headquarters, located in France, also depict the Ability
Signs in parking lots and inside main office buildings.

The Ability Signs initiative earned 227 million organic impressions,

439% increase in brand mentions and reached 73 countries, making
it the most shared social campaign in Decathlon’s history.
Credits
Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Mike Dubrick, Nicolas Quintal
Creative Director: Maxime Saute, Xavier Blais
Art Director: Rachel Leblanc, Ryan Cookish, Maxime Sauté
Writer: Xavier Blais
Interactive Producer: Terri Winter, Todd Harrison

BMK 713 Advertising and Promotion Final Case Analysis Fall 2023/
Prepared by Professor Kathryn Faubert
 Developer: Steve Lam
Designer: Claudia Barberio
Lead Strategist: Pascal Routhier
Studio Artist: Cadu Rocha
Agency Producer: Sarah Longpré, Johanne Pelland, Katia Dupuy,
Samuel Bonneau, AJ Merrick, Steph Walker Wells
Account Services: Alex Lefebvre, Rose Napoléon, Aïcha Diallo
PR: Rethink - Meredith Montgomery, Sara Lemmermeyer
Production house: ContentContent
Director: Simon Ronny Lebrun
Producer: Raphaëlle Rousseau
Editor: Leigh O’Neill
Client: Décathlon Canada - Jaylone Lee, Marie-Lou Blais, Maeva
Reffo, Manuela Comte

BMK 713 Advertising and Promotion Final Case Analysis Fall 2023/
Prepared by Professor Kathryn Faubert