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Creative Director
Decathlon
Founded in France in 1976, and inspired by the belief that the best sports products should be accessible to everyone. With 2080 stores in 56 countries and 22 stores in The Netherlands, Decathlon is a big player in the world of sports.
Decathlon acknowledges it is in need of a change; go for a more premium route to reflect its values more to the public. For this reason, Decathlon hired me as creative director to develop a more premium brand identity and to execute the new route on several (inter)national campaigns and innovative retail solutions. I also made an interior design update on their HQ office and retail stores; to enhance the new premium DNA of the brand.
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