In October, sports retailer Decathlon revamped the International Symbol of Access – created in 1968 as an icon to represent all people with disabilities – to showcase diversity in sport across Canada.
The Canadian symbols project, called ‘Ability Signs’ and developed in harness with agency Rethink, reimagined the globally recognised wheelchair signage showcasing the diversity in ability of those represented by it to depict different sports: including basketball, rugby and tennis.
Decathlon – a sports retailer originally founded in France 1976 and now with a presence in more than 50 markets – aimed to create a set of iconic signs to help broaden how people see those with disabilities through the lens of sport and the range of sports was inspired by the brand’s partnership with Canada’s Paralympic Team.
The brand also hoped that the project would reinforce Decathlon’s belief in the benefits of sport for everyone and bring to life its mission to make sports more accessible to all, regardless of discipline or proficiency.
The campaign urged Canadians to ‘use them to better reflect the human possibilities that exist’.
Decathlon’s ‘Ability Signs’ campaign launched on 7 October with a hero spot amplified across the retailers digital and social channels and the spot (shot in the DUO Centre Laval organization’s parking lot) aimed to drive viewers online where the icons were available to download for free at https://abilitysigns.ca.
“As we continue our expansion into Canada, we want to ensure that we are providing people looking to get and stay active with everything they need. This includes an experiential store setting, the best value for your money, and a positive community impact,” said Jaylone Lee, CMO of Decathlon Canada. “The Ability Signs initiative is a unique way to reinforce this positive community impact. Our stores across the country have plans to install our Ability Signs over the coming months.” Jaylone continues.
“It’s such a simple, visually striking idea. It’s crazy how adding a touch of sport to this age-old icon changes its meaning completely.” concludes Xavier Blais, partner and creative director at Rethink.
In addition to in-store signage, Decathlon has created a website, abilitysigns.ca, where visitors can download the array of 18 Ability Signs to print and display in their businesses or homes.
Comment
This admirable and inventive initiative continues Decathlon’s impressively creative marketing heritage in recent years which has ranged from its similarly sign-based ‘Get Outside’ billboard campaign in 2020, the linked idea-based ‘Get Outside App & Website’ in 2021 and its 2021 ecycling ‘The Breakaway’ project with Zwift.
Decathlon, which boasts more than 1,600 shops in around 50 countries, opened its first Canadian store in 2018 in Brossard (Quebec) and now operates 10 locations across the country.
Leave a comment
You must be logged in to post a comment.