Décathlon x Handisport

The French Handisport Federation and Decathlon, a leader in inclusive sports, have teamed up to introduce a groundbreaking line of handisport equipment. Tasked with crafting a distinct identity tailored to this demographic, my mission was to ensure that the essence and values of both Decathlon and the Federation were upheld.

How can we visually establish the inaugural inclusive sports brand for individuals with reduced mobility without solely relying on it as a marketing strategy, while actively contributing to the widespread acceptance of disabled sports?

Logos of Decathlon and Handi Sport Fédération Française
Silhouette of a person riding a bicycle on a road at night, illuminated by streetlights.
Graphic explaining the etymology of the word "kineo," meaning movement in Greek. The word "kimes" is stylized with black letters, underlined by orange, green, and blue lines. Surrounding text describes its translation as natural energy flow, its relation to Japanese and Chinese energy concepts, and the Greek translation of "disability." The graphic notes the significance of breath, energy, mind, sentiment, and sensation.
Three lines of text with the word "OSEZ" in blue, orange, and green, followed by blank lines. Additional paragraph describing different baselines for different sports, including "OSEZ VIBRER" for bicycles and "OSEZ TRISSONER" for skiing.
Diagram showing the design concepts behind the Kimeo logo, including an 'eo' element that reinforces the idea of route, circuit, or speed, and sends back to a wheelchair symbol. Text explains the logo's movement, dynamic design, and diversity.
Decathlon logo with slogan "Osez Viber" in French, featuring bold black and blue text on a white background with gray decorative blocks.
A design layout showing four variations of a logo for Decathlon, including the complete logo with the brand name, a version without the baseline, a version with only the name and baseline, and a contracted logo, with all logos displayed in black and white.
Color calibration charts showing RGB and CMYK values on the left, and four sets of brand logos and packaging designs on the right for Kimo, a vibrating device, with different color schemes for each set.
A map and diagram of bike trails and paths, showing three different trail routes labeled track, nature, and city; a grid system for mapping; and pictograms of bicycles in different styles.
Cover page of a book or magazine featuring a person on a bicycle in three different color filters: red, green, and blue. The left side contains text about font styles and credits.
A person in a racing wheelchair on a track during sunset, leaning forward in a racing posture.
Billboard advertisements on the exterior of a modern building, promoting sporting goods and sports equipment including wheelchair sports, with the Decathlon logo and a person in a wheelchair practicing sports.

ANIMATED POSTER

Animated to the rythme of Decathlon’s jingle

Promotional flyer for Kimes Decathlon's hand sports equipment, featuring images of people using handbikes and rickshaws, with highlighted messages encouraging vibration, rolling, and Kimeo.
Promotional poster for Kimeo Decathlon sports gear, featuring young athletes riding bikes, rollerblades, and racing on a go-kart track, with text encouraging to engage in different sports.
Colorful boxed bicycle bike tube with illustrations of cycling activities on the packaging.

Packaging

Easy adaptation of the grid to any shape or asset.

Two Kimeo Decathlon sporting goods bags with a blue, green, and red design featuring images of a racing wheelchair and a person racing in a wheelchair.
Blue badge with the white e2 logo inside a starburst shape.
Colorful box of Decathlon Rockrider mountain bike inner tubes with graphics of cyclists and a mountain landscape.
Two Kinné energy gel packs, one with a red and blue design, and the other with a blue and red design, featuring images of cyclists and runners.
A retail display sign advertising a red adult handbike, labeled 'Ultra Léger Rouge 500', on a store shelf with multiple helmets around it. The sign shows a promotional price of 565 euros, down from 699 euros, with the store labeled 'Kima' and a note 'IC1 Produit du Moment'.
Price tag for a lightweight adult handbike, model Ultra Légé Rouge 500, priced at 699.99 euros, with description and barcode.

Digital Presence

Adaptation of Social Media assets for the collection launch

Person browsing the Decathlon Facebook page on an iMac in a bright office, with a potted plant, sunglasses, and pens on the desk.
Facebook page of Decathlon featuring a promotional image of a person using a racing wheelchair on a track with a sunset sky in the background.

App Design

A mobile app screen displaying a homepage with a blue navigation bar at the bottom, showing icons for home, search, menu, and user profile. The top of the screen features a greeting 'Bonjour' and a notification icon with two alerts. The main content includes a large blue card with a silhouette of a person riding a handbike and the label 'Handbikes'. Below, there are four images of different mobility devices, each framed in various colors, with sections labeled 'Populaire'.
Orange starburst badge with a white lowercase 'e' letter and a white question mark in the center.
Blue rectangular object with three horizontal white lines.
Screenshots of a mobile app interface for Decathlon KIME bike rentals, including personalization screens, product listings, shopping cart, and user profile pages. The app features various bicycles and related options.
Multiple smartphones displaying a bike rental app, showing bike options, prices, and user interface screens.
Silhouette of a person riding a bicycle on a paved road marked with white lines, viewed from above during daytime.

Derivation examples

Colorful flyer advertising Kimeo sport gear, featuring images of skiing and skateboarding, with green, blue, red, and white sections, and French text promoting product availability, with a download icon at the bottom.

This grid system can easily be adapted to any new collection or event, as shows the example here of a new ski collection.

Two vertical promotional banners for KIMEO, a sports equipment brand, featuring skis and ski gear, with product details, pricing, and promotional information in French.