Logic says you can’t set up an outdoor tent in 2 seconds. Logic says you can’t speak underwater with a snorkel. Logic says you can’t make high-tech products accessible to all. But defying logic is, and has always been, at the core of Decathlon’s DNA.
Logic also says that a ball is just a ball. Decathlon’s balls, the official match balls for the UEFA Europa League and UEFA Conference League from the 2024-2025 season through 2026-2027, intend to defy logic. And agency, LAFOURMI’s campaign intends to make that known.
Because logic says you don’t usually play with the same football as professional players. It also says that only a few people can afford a professional football. Or that a ball can’t make you faster, better, or happier. But thanks to a strong R&D process leading to groundbreaking properties and Decathlon’s commitment to making professional-grade footballs accessible to everyone, Kipsta, the most technically advanced professional-grade ball to date defies logic.
It’s available in stores for players of all levels.
The campaign for the new UEFA balls leads with a one-minute film and cutdowns (30-, 15-, 6-seconds), as well as print. It will be rolled out in two phases, starting July 16, with a second launch in September revealing new assets in key European markets, the UK, Spain, Italy, Poland, Germany, France, Netherlands, Belgium, and Portugal, as well as Brazil, China and Chile.
To engage diverse audiences effectively, particularly younger football enthusiasts, each country will customise the assets and media plan locally, using multiple platforms, including web, social media, and in-store channels, as well as Apple Vision Pro, making Decathlon the first brand to promote a product on the new spatial computer.
Thibaut Cornet, president at LAFOURMI,commented,“We’re thrilled to bring this campaign to life for a brand that has consistently challenged conventional wisdom and set new standards. When common sense dictates that pitching a tent takes more than two seconds, that breathing underwater with a snorkel is impossible, or that the best ball is never the most affordable, Decathlon breaks new ground. This is what makes the brand truly exceptional. Our film tells this story: defying logic and opening new possibilities.”
Frédéric Boistard, federated sports director at Decathlon, added, “Football is a sport that completely embodies Decathlon’s Ready-To-Play motto. It can be played anywhere, by anyone, as long as you have a group of people and a ball. KIPSTA aims at providing a crucial element to each match, therefore enhancing every player’s experience on a field, whether it is for professional ones during a UEFA match, or in a school playground for young beginners.”
Credits:
Client: DECATHLON
Team Sports Marketing Director: Anthony Farine
Team Sports Art Director: Thomas Senez
Team Sports Image Manager: Benjamin Rodriguez
Team Sports Marketing Project Leader: Séverine Logez
Creative Agency: LAFOURMI
Agency Management: Céline Jobert & Thibaut Cornet
Chief Creative Officer: Clément Cimarro
Strategy Director: Jordane Rabute
Copywriter: Clément Cimarro
Art Director: Julien Hablainville
Head of Studio: Thibault Greffin
TV Producer: Barbara Vaira
Commercial Director: Raphaël Thierry
Account Director: Marie-Julie Herrmann
Account Manager: Hugo Dhinaut
Traffic Manager: Sophie Boule
Production Company: WANDA
Director: Frederic De Pontcharra
Producer: China Presles
Production Manager: Billie Aleman
Director of Photography: Julien Lascar
Chief Editor: Tommy Gury
Colourist: Vincent Amor
Post-production & VFX: ORAGE
Post-Producer: Olivier Glandais
Executive Production: Colonel
Music: 86Tales
Sound Production: Circonflex
Main Photographer: Frederic De Pontcharra
KV launch Photographer: Aziz Camara
