Decathlon PH 8th Anniversary
Ready to Play?
BACKGROUND
The global sporting goods retailer Decathlon celebrated their 8th Anniversary in the Philippine market. For their festivities, they're giving away a free limited edition tote bags for minimum single-receipt purchases across their stores in the whole country.
THE CHALLENGE
How can you illustrate the value & presence of Decathlon to sports & fitness enthusiasts?
Focusing on the brand promise
The design started with one of Decathlon's principles or values 'Ready to Play?' It's a bold modernized graffiti-inspired lettering lockup that is meshed with action lines, jitters, and some subtle rough texturing to incite the feeling of movement and playfulness.
Inspired by my fitness journey
I am not a sporty individual per se, but I do prefer HIIT as my fitness activity every now and then. I applied this as my main inspiration for the illustration because the use of different equipment always kept me engaged & motivated. With that, I featured a few Decathlon products around the composition and tightened the design with expressive action strokes that represented how I would usually keep moving in my HIIT classes.
In a state of play
The final design is intentionally active and overstimulating but kept grounded with a curated color palette that is balanced yet bold — a depiction of the state of play that Decathlon unlocks for its customers.
Services: Graphic Design, Illustration, Lettering
Client: Decathlon Philippines
Year: 2025
