Great outdoor 360.
Author:
Philipp OsterYear:
2022/23Status:
CompletedClient:
Decathlon OutdoorIntended use:
Internal transformation,One potential pathway towards a regenerative future of Decathlon Outdoor.
In early 2023, we assisted the internal design team in developing a vision for Decathlon's future outdoor experience.
Decathlon is big, and so is its ambition.
Aligned with the Paris Agreement, Decathlon's goal is to become carbon neutral and significantly reduce its impact on the planet.
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.
Premise:
If we stop treating people as users and start recognising them as co-creators of meaning, then we can unlock regenerative loops of participation, community, and adaptive wellbeing.
Corollary:
If we remove performance pressure, profit-first thinking, and one-size-fits-all templates, then sport can reclaim it’s power as a social, cultural, and ecological act.
Helping Decathlon Outdoor to kick-start their journey towards regeneration.
Our Role
Responsible for the overall project approach on how to define future experiences.
Planning and facilitating the two-day workshop with the decathlon outdoor leadership team.
As an external consultant – bring an ‘outside’ view to the team.
Owning the after-workshop synthesis phase.
Production and Design of the final pitch deck.
Results
3 future concepts building one cohesive vision for decathlon outdoor - from Co2 reduction to an enhanced engagement with communities and an approach to re-infusing nature into everyday living.
Cohesive Pitch deck, intending to spread our ideas within Decathlon to initiate coordinated movement towards a more regenerative way of doing business
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![Blurred image of two skates gliding on ice with a purple and pink background.]()
The Understory
Envision the future of Sport experiences for Decathlon.
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