Defying Logic

LAFOURMI, a leading creative agency in the sports sector, is proud to announce its collaboration with DECATHLON FOOTBALL, to unveil the official match balls for the UEFA Europa League and UEFA Conference League from the 2024-2025 season through 2026-2027. The partnership with UEFA underscores DECATHLON’s dedication to quality and innovation in football, with LAFOURMI playing a key role in the global launch campaign, showcasing the brand’s commitment to excellence in the sport.
A Partnership That Changes the Game

The new partnership between DECATHLON and UEFA is changing the dynamics of football with the development of the most technically advanced professional-grade ball to date. Tested by more than 10 professional teams, the new balls meet the highest standards of performance and reliability, and though crafted for the best players in the world in the highest level competitions, are available in stores, for players of all levels, defying logic.

As Decathlon has always done, this ball defies logic

Logic says you can’t set up an outdoor tent in 2 seconds. Logic says you can’t speak underwater with a snorkel. Logic says you can’t make high-tech products accessible to all. But defying logic is, and has always been, at the core of Decathlon’s DNA.

This is the iconic spirit that LAFOURMI’s campaign promotes for the launch of these new UEFA footballs, which also defy logic. Because logic says you don’t usually play with the same football as professional players. It also says that only a few people can afford a professional football. Or that a ball can’t make you faster, better, or happier.

But thanks to a strong R&D process leading to groundbreaking properties and Decathlon’s commitment to making professional-grade footballs accessible to everyone, this football defies logic.

Highlighting the development of the new UEFA footballs, the campaign features a one-minute hero film and shorter formats (30s, 15s, 6s), as well as print. It will be rolled out in two phases, starting July 16, with a second launch in September revealing new assets. The extensive global media plan targets key European markets like the UK, Spain, Italy, Poland, Germany, France, Netherlands, Belgium, and Portugal, and extends to Brazil, China, Chile, and more.

To effectively engage diverse audiences, particularly younger football enthusiasts, each country will customize the assets and media plan locally. Utilizing multiple platforms, including web, social media, and in-store channels, as well as Apple Vision Pro, DECATHLON becomes the first brand to promote a product on the new spatial computer.