Sport Ambassador Campaign

In 2025, Decathlon launched a new ambassador program celebrating Swiss champion athletes across four sporting disciplines: bouldering, marathon, tennis, and padel.  

We took hundreds of photos of each athlete, recorded numerous videos, and filmed interviews and portraits for the brand’s social media, print, shop windows and website.

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A campaign across four athletes, four disciplines, and multiple formats required significant amount of pre-production work.  

To ensure visual consistency across all the shoots, the team developed a mood board and a visual brief, ensuring that every image, from the climbing wall in Lausanne to the padel court in Zurich, fits in as seamlessly as possible.  

Shot lists were prepared for each discipline, and locations were scouted and agreed in advance. For the video content, we focused our interview questions around Decathlon's core ethos: wellbeing through sport and authentic human connection. Sports photography invites creative experimentation: intentional camera movement, long exposures, and other techniques to render movement through a still image.

But the best part of the whole project was the athletes themselves. Patrik, the marathon runner, has a farm outside the city where he took us to meet his cows. We had to run to keep up with him, as he never seems to walk.

Seeing the images end up on posters in train stations and shop windows across Switzerland made the whole project even more worth it.

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