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.
What's Driving This Trend
- Sustainable Sports Gear
- Turning old sports gear into new gear presents an opportunity for brands to tap into the growing market for sustainable and eco-friendly products.
- Vintage-inspired Advertising
- Using sepia-colored vintage images in advertising can create a nostalgic and eye-catching campaign that resonates with consumers.
- Sports Trading Stores
- Stores that specialize in sports trading can capitalize on the trend of consumers wanting to exchange their old gear for new items.
Who This Affects Most
- Retail
- Brick-and-mortar stores that focus on trading and refurbishing sports gear have the potential to disrupt traditional retail models.
- Advertising
- Ad agencies can adopt the trend of vintage-inspired advertising to create captivating campaigns that stand out in a crowded marketing landscape.
- Sustainable Fashion
- The concept of repurposing old sports gear can extend to the fashion industry, providing opportunities for sustainable fashion brands to innovate and reduce waste.
