Blasting Fragility AW25-26
Experience 360°
In Blasting Fragility, the Challenger mate meets the Bold mate.
On one hand, the Performance experience with its sports and codes from competition, where the challenge is at the heart of the practice.
On the other hand, the Outdoor & Adventure experience, where pushing one’s limits is done through immersing in the wild and facing the elements.
It’s on the overlap of these two experiences that we can find the feeling of exaltation: the satisfaction of saying “I did it!”. A “Wonder” that Decathlon will be able to live for the AW25-26 season.
And to bring consistency in the creation of communication medium for our customers, you can also rely on the profile of the Expert-lete.
Dans Blasting Fragility, le compagnon Challenger rencontre le compagnon audacieux.
D’un côté, l’expérience Performance avec ses sports et ses codes issus de la compétition, où le challenge est au cœur de la pratique.
De l’autre, l’expérience Outdoor & Adventure, où repousser ses limites se fait en s’immergeant dans la nature et en affrontant les éléments.
C’est sur la superposition de ces deux expériences que l’on retrouve le sentiment d’exaltation : la satisfaction de dire « je l’ai fait ! ». Une « Merveille » que Decathlon va pouvoir vivre pour la saison AW25-26.
Et pour apporter de la cohérence dans la création des supports de communication pour nos clients, vous pouvez également vous appuyer sur le profil de l’Expert-lete.
Year after year, you get your training done, at a passionate rhythm. It has become vital for you but the thrill of the beginning is gone.
This is when you cross the look of a mate who is crazy enough to push your limits, because there is always something more to learn, even for a master. You can say bye bye to your comfortable routine and say hello to the vast and wild spaces that give you their own dose of unexpected moments.
This crazy mate can be the swimmer who faces the sea, the skier who will go off-track, or the surfer who will dare enter into the Fjords ice water.
That’s all these sportsmen who decide to take a step aside and go face the power and the beauty of the raw nature. It gives meaning to your passion and increases the intensity of your relation to the world.
The conditions are not favorable, shit happens and that’s what makes things special.
You endure this new ground and you push yourselves further. Even sometimes you want to give up and you wonder: “Really, why am I doing this?!”. Your muscles are trembling, your skin shivering, the unique sensation of adrenaline is rushing and overwhelming you.
However you support each other and it allows you to go to the end. At the finish line you are surprised to feel the emotion of the first time again.
It’s the kind of experience that makes you addicted to sport and surpassing yourselves: a breathtaking reward that makes you alive and a memorable piece of life. This feeling of incomparable exaltation that you can share: “I did it, together !”
Images
The environment is the main key of this creative direction, thanks to outdoor and wild places. We can play with the scales to enhance stunning landscapes and give the Earth, its rightful place.
Fall and winter are tough seasons, so we make these harsh and true conditions more visible. And sport people here can suffer difficult passageways, very close portraits can then showcase their strength and focus.
With our onboard camera, let’s take full part of the adventure! We want to be at the heart of the experience and to dive into this memorable moment. We could play with the depth of the fields and skilfully placed blurs.
We encourage you to use flares and if the camera lens gets dirty: keep it! It will give texture and emphasize the real experience. Even if the weather is not on your side. For example: the fog itself can be used to reinforce the view of an unknown trail and give a serene atmosphere.
The concept of rope-team is especially strong here because without our teammates, we cannot surpass ourselves. And when we finish, the feeling of exaltation is empowered through sharing it with the team.
Finally, let’s not fall into the wrinkled bearded man cliché who has gone a long way. Inclusivity is required here, let’s not forget the badass girls who make this kind of unforgettable experience exist!
Let’s be part of this expedition!
Graphic Style
Set Design
