Decathlon Store Turns Old Sports Gear Into New Gear

By: Vincent Salera - Published: Mar 14, 2009 • References: adsoftheworld
As they say "All that is old is new again." These ads for Decathlon, a sports trading store located in France, use sepia colored vintage images with only a specific item such as the racing bike, surf board and tennis racket in color in order to convey the message, "Come with old gear. Leave with new."

The ads were created by advertising agency Y&R Paris, France with creative direction by Les Six, Mark Forgan and Stephanie Pasteur. The copy was written by Josselin Pacreau. Stats for Magic Sports Stores Trending: Older & Chilly
Research: 4,475 clicks in 376 w
Interest: 2.7 minutes
Concept: Magic Sports Stores
Related: 52 examples / 40 photos
Segment: Neutral, 18-55
Comparison Set: 19 similar articles, including: artfully corrupt sports gear, 3-in-1 sports gear, and opulent winter sports gear.