Image : advertising poster from 1980.
In the 80s, the creation of new products went hand in hand with the development of DECATHLON's image as a modern, cheeky and dynamic brand. Take a look at the Decath' vintage ads, and you'll see what I mean, especially with the benefit of hindsight...
We have our idea. We now have to find our brand’s name. The gang of 7 begins to think, and they are not lacking on ideas: Pentathlon, Triathlon, Decathlon, Marathon, Sportland, Supermarket, etc. There's no doubt about it, it will be DECATHLON! Simply because decathlon brings together the 10 sports they want to present in their stores.
Today, DECATHLON is still called DECATHLON, but gathers together far more than 10 sports under one roof
In 1980, the RSCG agency, headed by Jacques Séguéla, took charge of DECATHLON's communications. It offers one slogan per month, according to the season: full on cycling, in March; full on hiking, in April; full on tennis, in May, etc.
And September's slogan “Full on fitness!” ("A fond la forme!") Benoît Poizat, DECATHLON's communications officer, loves it so much that he decides to use it everywhere. Even today, everybody still loves it so the slogan lives on!
A slogan AND a jingle too : Timeless, our famous “TULULUTUTU TULULUTUTU” jingle is used at the end of all our TV and radio spots since 1982. It's up to you to play and guess the notes that compose it!
1985 : our first TV ad.
Scenario: in the heart of the jungle, an adventurous cyclist challenges Tarzan in a frenzied race. Lots of humour and a cultivated quirky tone in all of our commercials.
In pictures: (Re)see the first DECATHLON ad.
2020-2024
2024
This new brand identity reflects our new ambition to get people moving through the magic of sport and reflects DECATHLON's opening up to the world.
This ambition is supported by a new strategy that will enable us to reach more people around the world, helping them to be healthier and happier, whether they are beginners or top-level athletes.
For most people, DECATHLON is known first and foremost as a sports retailer, but we are first and foremost a multi-specialist sports brand that designs and manufactures its own products.
