In early 2023, I helped the internal design team develop a vision for Decathlon's future outdoor experience.

Decathlon is big, and so it’s ambition.

Aligned with the Paris Agreement from 2019, Decathlon's goal is to become carbon neutral and reduce its impact on our planet dramatically.

We set out to define how this change will influence Decathlon's way of doing business and interacting with its customers. 
Building on the vast experience and know-how within the company, what are potential business models to allow Decathlon Outdoor to reach its ambitious goals?

During a two-day creative workshop with the leadership and creative team, we developed realistic starting points for potential future experiences of a regenerative business model from a variety of directions.

In the following synthesis phase, we shaped a strong vision statement for Decathlon Outdoor consisting of 3 intertwined concepts about the right equipment, the right community, and the right location.