A new way for Decathlon’s teams to come up with ideas, built around the joy of sport.Design Égalité

Decathlon worked with SKEWED to create Design Égalité, a new framework for innovation. It’s built on ‘5 moves to move people through the wonders of sport’ and five values: Nature, Beauty, Health, Play and Wallet.

The plan covers fifteen projects over five years. The challenge was to make the method clear and practical enough that product and retail teams would actually use it.

With SKEWED, we shaped the story, visuals and presentation system used to share Design Égalité across the business.

In autumn 2025 we tested the 5 moves on a real product, the Quechua camping chair. We ran ideation sessions, wrote the communications plan and designed a toolbox, including its app, to guide teams from first idea to rollout.