Blue Thread of Fate

Creative idea

Decathlon saw an opportunity in damaged sportswear. We asked consumers not to overbuy new products, but to repair their old ones by using Decathlon blue thread repair kit and visibly mend their torn clothes. We gave away repair kits and organised sewing workshops. We made the clothes repair a success with an influencer and a PR campaign. Soon enough: people proudly wearing blue thread-repaired clothes appeared everywhere. And what a surprise, there were hardly any Decathlon brands in their shared content. However, precisely because of this, other brands' damaged items became Decathlon's free, cool and very environmentally conscious advertising space.

Brand name: Decathlon
Advertiser / client: Decathlon
Product / service: Sport retail
Campaign name: Blue Thread of Fate
Agency network: Wavemaker
Agency: Wavemaker Budapest
Web address: https://www.decathlon.hu/remeny-kek-fonala_lp-NHR8RB
Executive creative director: Marton Jedlicska
Creative director: Orsolya Szládovics
Art director: Zoltán Mendrei, Kata Moravszki
Copywriter: Vizy Márton
Designer: Lilla Csenkey
Account director (agency): Réka Zanathy
Client account director: Nóra Lakockzy
Strategic planner / strategist: Zoltán Havasi
Pr director: Eszter Hollosy