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For years, Decathlon has understood that sport is not just for thin women. To promote its adjustable bra, adaptable to all body types, the French brand has unveiled a new advertising campaign under the sign of diversity.
by Helena Ergisi
When they see a plump woman, people tend to think that she is not playing sports and is therefore in poor health. A reasoning totally cliché but unfortunately very real! Fortunately, Decathlon understood that sport was not a question of size and that women also had the right to exercise regardless of their weight. For years, the French brand has imagined comfortable pieces for all women. This is the case with their famous running bra, whose back and adjustable straps adapt to all body types up to cup F. And to promote it, the brand unveiled an advertising campaign placed under the sign of diversity.
An inclusive advertising campaign
To illustrate this wide diversity of bodies, Decathlon called on "real" women. We thus find models with shapes, but also others with drawn muscles so that customers can finally identify with them. Because if the French brand has risen to the challenge very well since its inception, highlighting all the beauties is unfortunately not obvious for all brands. On social networks, the campaign's images were unanimous among Internet users! "Thank you for showing women with different builds! You help progress and you show that a woman does not have to be fine to be beautiful, thank you Decathlon!", can we read comments, for example. A campaign that feels good and that we can only applaud!