Cotopaxi’s Post

Exciting times in the branding world as Decathlon unveils its vibrant rebrand, masterfully crafted by Wolff Olins. A refreshing leap from a traditional French retailer to a future-fit sports giant that embraces all - regardless of age, level, or sport. The new identity retains the iconic interconnected 'C' and 'A' but introduces 'L'Orbit', a dynamic symbol reflecting movement and outdoor adventure. This, coupled with a darker shade of blue and a bespoke typeface, Decathlon Sans, enhances legibility and brand recognition. The essence of this rebrand? Playfulness and accessibility. It's a celebration of sports for everyone, moving away from the perfectionism often associated with exercise, and leaning into the joy and wonder of movement. This inclusive approach is a breath of fresh air, echoing a broader industry shift towards more democratic and sustainable sports practices. I recognize the power of such transformative branding. Decathlon's new identity not only redefines its market presence but also sets a new benchmark for how brands can connect with their audience on a more genuine, joyful level. Kudos to the teams at Wolff Olins and AMV BBDO for this remarkable work. It's a testament to the impact of strategic branding and creative collaboration. #Decathlon #Rebrand #BrandStrategy #InclusiveBranding #CreativeCollaboration #Branding #SportsMarketing

Decathlon's Bold Rebrand: A Move to Inspire Everyone Through Sports Decathlon's recent rebrand is more than just a new logo (their first ever, actually!), it's a strategic shift towards becoming a global sports brand, not just a retailer. They're aiming to "move people through the wonders of sport", focusing on innovation, accessibility, and sustainability. This is a smart move. From Retailer to Brand Leader, By shedding the "retailer" label, Decathlon positions itself alongside major sportswear brands, building a stronger identity and emotional connection with consumers. A Logo for a Global Movement, The new "L'Orbit" logo represents accessibility, performance, innovation, and environmental responsibility – all key values for today's active audience. Evolution, Not Revolution, Smartly, Decathlon retains its recognizable wordmark while introducing fresh elements. The custom typeface "Decathlon Sans" mirrors the brand's joyful and energetic spirit, with a playful slant referencing the "A" in their original logo. A Vibrant New Look , The deeper blue shade is full of energy and reinforces Decathlon's credibility in the sports world. However, in my opinion, color is a powerful branding tool, and exploring an even wider palette in the future could be an interesting way to reflect the incredible diversity of sports that Decathlon caters to. This rebrand is a well-executed strategy with the potential to inspire a wider audience to embrace the joy of sports. What do you think? Is Decathlon's new identity a win? For more insights do checkout: https://lnkd.in/gk-gv7pE Decathlon Wolff Olins #Decathlon #SportsForAll #Branding #Retail #Innovation

One of the most interesting changes in retail #Stockholm recently must be what’s happening on Kungsgatan between Sveavägen and Stureplan. For those not knowing Stockholm this is one of the most central retail locations in town. It has evolved for some time, but I think now it is established and should be renamed as the “outdoor mile”, I guess we have only seen the beginning of what this can mean. In a stretch of 500 meters, you find: Norrøna Patagonia The North Face Löplabbet Houdini Sportswear Lundhags - Mad about Nature since 1932 Fjällräven Thule Group Alewalds  Stadium Haglöfs Sail Racing International AB Naturkompaniet Timberland, a VF Company Barbour Hööks And almost on the same street one block away you have Peak Performance, Didriksons and Hestra Gloves. This shows the impact of a #retailcluster and that placing your stores close to your competition, can be great. Outdoor stores are almost always good examples of customer experience, #storytelling about the #heritage, quality and #sustainability. You are not buying a jacket, you are buying an adventure and a lifestyle. There are great examples of repair, rental and resell in many of the stores. Connections to famous outdoor influencers and expeditions. Also interesting to talk to Houdini on their work together with EON for #traceability and #DPP. There are currently two vacant stores as I walked down the street last week. I can’t help speculating on what outdoor brand that will take the opportunity to open there. Or maybe something outdoor related, like a travel agency, bike shop, or a Dometic store (ping Rickard Börjel Anders Hedenros). Maybe use a spot as an outdoor sports popup location for smaller brands and event venue for presentations, inspirational seminars etc (Kajsa Hernell, who would want to manage that, any ideas?) What's your take on the outdoor market, retail clusters and Stockholm retail? #Retail #retailtech #outdoorfashion #outdoorretail #sthlmstoretour #retaisafari

What does the future of marketing have in store for outdoor brands? Since 2020, the outerwear industry has progressed from providing athletic equipment to becoming a standard part of everyday lifestyle choices. Consumers, particularly Gen Z, aren’t just looking for the right product, they are now expecting brands to embody their values and ethics, and choose to engage with Voices who genuinenly connect with these values. We’ve taken a look at some of the outdoor brands that seem to be nailing their Voice strategies and are successfully generating impact, through partnerships with celebrities and athletes of immense influence. For example: 🎥 Actor and martial artist Jason Statham generated $1.8M MIV for Arc'teryx across two Instagram posts. 🗻 American rock climber Alex Honnold garnered $578K MIV across 12 placements for The North Face. 🧗♂️ German rock climber Alexander Megos drove $156K MIV across 16 placements for Patagonia in one month. Find out more details about how outdoor brands are transforming their marketing strategies in our newest brand ranking. 🔗 https://bit.ly/3LcpUgW #MarketingStrategies #BrandRanking #IndustryInsights #Outdoorbrands #Sportsmarketing

🎉 Exciting News Alert! 🎉 Hey LinkedIn fam! 🌟 Have you heard the buzz about Decathlon's fresh new branding? 🚀 They're shaking things up in the sports world, and I'm here for it! 🏃♂️💨 🎨 Let's break it down: 🌟 Bold Colors: Decathlon's new look is as vibrant as your post-workout glow! 💪 Say hello to energizing hues that'll have you feeling pumped to hit the gym or field. 🔄 Refreshed Logo: Out with the old, in with the new! 🔄 Decathlon's logo makeover is like a fitness transformation - sleek, modern, and ready to conquer any challenge. 🌍 Global Vibes: With stores all over the world, Decathlon's rebranding is uniting athletes from every corner of the globe. 🌎 It's not just a logo change; it's a movement! 💬 But hey, what do you think? Are you loving Decathlon's new vibe as much as I am? Drop a comment below and let's chat! 🗨️ And don't forget to share your favorite sports brand makeover stories - I'm all ears! 🎧 #Decathlon #VitaminPlay #NewIdentity #DesignSystem #Innovation #SportingJourney #EndToEndExperience #GlobalImpact #DecathlonFuture #ReadyToPlay

Arc'teryx Secures Temporary Injunction Against adidas in Trademark Battle Outdoor company Arc'teryx has obtained a temporary injunction against adidas, preventing it from using the name "Terrex" on a Kitsilano store in Vancouver. Arc'teryx had filed a lawsuit against Adidas, claiming that its Terrex-branded shop was causing "consumer confusion" due to the proximity of the two stores and the similarity in their product offerings. The court ruled in favor of Arc'teryx, stating that the use of "Terrex" by Adidas might cause confusion among consumers, and granted an interlocutory injunction until the lawsuit goes to trial. The judgment noted the potential for confusion and the impact on Arc'teryx's brand equity. #Arc'teryx #Adidas #TrademarkInfringement #Terrex #LegalBattle #ConsumerConfusion #Retail #OutdoorIndustry #Vancouver #IntellectualProperty #TrademarkInfringement #Trademark #LegalBattle #BrandProtection IPQuad Partners CBC Source: https://lnkd.in/gxedidkD

The Journey of Jockey: A Legacy of Comfort and Innovation When Samuel T. Cooper founded Jockey in 1876 in St. Joseph, Michigan, little did he know that his small hosiery business would revolutionize the world of innerwear. Starting with simple socks, Cooper’s vision for quality and comfort laid the foundation for what would become an iconic global brand. Major Milestones and Innovations 1934: The Birth of the Modern Brief - One of Jockey’s most significant milestones came with the introduction of the world’s first brief, designed by Arthur Kneibler. This innovation not only redefined men's underwear but also cemented Jockey's reputation for pioneering comfort. 1971: The Jockey Y-Front - Jockey continued to innovate with the launch of the Jockey Y-Front, which remains one of its most popular designs to date. 1982: Global Expansion - Jockey expanded its reach, entering international markets and establishing itself as a global brand. Today, Jockey products are available in over 140 countries. 1994: Entry into India - Jockey made its debut in India through Page Industries, marking a significant expansion in one of the world's fastest-growing markets. This partnership has flourished, making Jockey a household name in India. Setbacks and Resilience Jockey has faced its share of challenges. The Great Depression and World War II brought about significant economic hardships, but the company’s commitment to quality and innovation helped it navigate through tough times. More recently, the global pandemic posed unprecedented challenges, yet Jockey adapted by enhancing its e-commerce capabilities and strengthening its digital presence. Popular Stories and Cultural Impact One of the most popular stories associated with Jockey is its association with NASA. In the 1960s, Jockey provided undergarments for astronauts, showcasing its commitment to comfort and performance even in the most extreme conditions. Revenue and Stores Today, Jockey International, Inc. boasts impressive revenue, driven by a robust network of retail stores, online presence, and a vast array of products ranging from underwear to activewear. Global Presence Jockey’s global footprint is vast, with products available in over 140 countries. Current Leadership and Aspirations Debra Waller, the current Chairman and CEO of Jockey International, has been at the helm, driving the company’s vision and growth. Under her leadership, Jockey continues to focus on innovation, sustainability, and expanding its global reach. Interesting Tidbits Jockey's advertising campaigns have always been ahead of their time. From the iconic "Let ‘em know you’re Jockey" campaign in the 1970s to the recent "Show You’re Jockey," the brand has consistently pushed boundaries, promoting body positivity and confidence. #BrandsofBharat #BrandsofBengalore Brand Scalers

What adds excitement to outdoor brands? Starts with a genuine story, and then develops into creative collaborations! Great outline here on the processes and strategies behind our favorite trends, especially noting how adaptability leads the path to more engaging, well-received outcomes. #OutdoorBrands #ConsumerTrends #Collaboration

Decathlon Strengthens European Outdoor Equipment Presence with Bergfreunde Acquisition In a strategic move signed on November 24, sporting goods giant Decathlon aims to provide long-term support to Bergfreunde's leadership, fostering sustained development and growth. The collaboration is poised to deliver advantages to Bergfreunde's dedicated customer base, partners, and internal teams. This acquisition aligns with Decathlon's broader strategy to expand its footprint in the European outdoor equipment sector. Bergfreunde, with an established presence in 11 European countries, becomes a key asset in this expansion, boasting a stronghold in Germany, Austria, Switzerland, Denmark, France, Finland, Italy, the Netherlands, Spain, Sweden, and the UK, complemented by its European e-commerce platform. Decathlon's decision to acquire Bergfreunde also signifies a strategic move to explore various price positions in the market, as Bergfreunde's product offerings are oriented towards premium price points, according to Louise Deglise-Favre, a GlobalData apparel analyst. The acquisition presents Decathlon with an opportunity to tap into new customers through Bergfreunde's fully digital business model, aligning with Decathlon's development strategy. Despite the acquisition, Bergfreunde will remain a subsidiary under its established brand, with no immediate changes to its business model. The current management team will retain their positions, a decision seen as essential to preserve the distinct images of both brands. This strategic partnership positions Decathlon and Bergfreunde for mutual growth, leveraging each other's strengths to navigate the dynamic landscape of the European outdoor equipment market. #PrivateEquity #onlinebusiness #sportinggoods #outdoor #Consumer https://lnkd.in/e7wj6NvP

📢 OLYMPICS it's almost here and this week's update #6 of 3 minutes of Luxury is a snapshot of unleashing creativity in Digital Marketing with JACQUEMUS! 🌟 In a digital era often dominated by the ordinary, #Jacquemus sets itself apart with a masterstroke of creativity and passion for the "out of the box!" As we gear up for a season of sports and sun, Jacquemus invites us to a delightful visual journey beyond the usual settings. Imagine diving into summer with a splash into a kiddie pool or swimming in a truck bed – all captured beautifully on what seems like just an iPhone in the tranquil countryside near Paris. One video tricks the eye, showing a tennis player collapsed on the court, only to reveal she’s actually standing, thanks to clever perspective play. This approach isn't just fun; it's a testament to Jacquemus's commitment to ⏯ challenge the conventional. At a time when many brands opt for plain backgrounds or lean heavily on AI, Jacquemus proves that all you need is a clear vision and a touch of playfulness. The digital presence is a breath of fresh air, pushing the boundaries of what luxury sportswear can represent – performance, yes, but also personality and confidence. #Jacquemus #DigitalMarketing #creativityinfashion #VisualStorytelling #InnovativeCampaigns #ifm #fashionindustry photo: yoann et marco