Correr no es solo correr

After its first campaigns, which were more technical and entirely product-focused, Decathlon needed to bring a more human and relatable dimension to its communication, aligned with the brand’s new positioning: “The World’s Greatest Sport.”

The idea was to tell, in documentary style, the stories of different runners —capturing them as they ran, with the constant sense of motion and the natural breathlessness of someone talking while running. In this way, the act of running was humanised, revealing the many things people live, think and feel during something as simple as going out for a run.

The campaign and its creative approach naturally invited these stories to be shared with a much wider audience, easily feeding content over the weeks of its rollout. An idea that proved highly flexible and versatile, connecting the brand with its true audience: people of all ages who see running as a way to have fun and disconnect from their daily routines.