Blasting fragility SS25 – Decathlon Design

Blasting Fragility
SS25

Experience
360°

Blasting Fragility is built on the “Perform” creative territory where the notion of challenge and achievement is strong.
For this spring summer version, we will focus on an introspective quest.
It’s supported by the Expert-lete, a profile that pushes us to be more inspiring and helps to improve self-esteem and confidence.

For now, let’s reset yourself. It will reveal your true self and virtuosity, allowing you to fully enjoy and live your performance.

The story

For those who are performers and sport lovers, you dedicate a lot of time to your practice, but sometimes the pressure for a result is a burden.
However, sport was at first, for you, a pleasure. Aware of your fragilities, you take time to focus and accept them.
So why not reset yourself to fully enjoy the performance?

This would allow you to reveal your true personality and express your passion without limits. All those hours spent training, repeating the same gestures: today it allows you to excel in complete fluidity.
Your virtuosity explodes and radiates around you. You can even inspire others to follow your path and be true with themselves.
For Decathlon, it’s an opportunity to highlight sports that have an artistic DNA such as dance, gymnastic, or synchronized swimming. But also to show moments of talent on the side of a game, like incredible dribbles or acrobatic passes.

Let’s focus not on the rules of the sport but on the pleasure and the fun you can have when you master a practice.
That’s when performances are beautiful.

Images

This is an introspective story, so the main element is people. We especially want to show the virtuosity they express through their movement.

The environment should be secondary, lightly mentioned, and clear from playground marks: totally free from codes. And to give the picture an artistic influence: let’s change the perspective or use reflections, to highlight the beauty of the gesture.

We should not hesitate to show true and singular performers, with their untouched identity. And be at the heart of their moment, thanks to unconventional portraits.
Let’s show that sport seems innate for them.

The fluidity of their movement is a great way to show dynamism and imperfect state of flow, thanks to smart blurs, chiaroscuro or vibration.
So here, the red thread, is “movement”, so feel free to use an onboard camera and move with them.