Ad Agency: Rethink Client: Decathlon Canada Chief Creative Officer: Aaron Starkman Executive Creative Director: Nicolas Quintal, Mike Dubrick Creative Director: Xavier Blais, Maxime Sauté Art Director: Rachel LeBlanc, Ryan Cookish, Maxime Sauté Writer: Xavier Blais Developer: Steve Lam Producer: Terri Winter, Todd Harrison Designer: Claudia Barberio Strategist: Pascal Routhier, Sean McDonald Studio Artist: Cadu Rocha Producer: Katia Dupuy, Sarah Longpré Print Producer: AJ Merrick Producer: Johanne Pelland, Samuel Bonneau, Steph Walker Wells Public Relations: Meredith Montgomery, Sara Lemmermeyer Account Director: Alex Lefebvre Account Manager: Rose Napoléon, Aïcha Diallo Production Company: ContentContent Director: Simon Ronny Lebrun Producer: Raphaëlle Rousseau Editor: Leigh O'Neill
Decathlon, the world's largest sports retailer, is on a mission to democratize sports for the many. So to push this commitment even further, we created Ability Signs, a design program that aims to change the International Symbol of Access forever. Using Decathlon's existing signage system and colours, we created 25 custom symbols showcasing a variety of both wheelchair and non-wheelchair based sports. So instead of showing their limitations, the signs showcased everything that they can do.