In a maximum security prison in Oudenaarde (Belgium), Decathlon launched the first eCycling team for prisoners. The unique partnership saw Decathlon provide prisoners with clothes and equipment, including bicycles and trainers, to use in Zwift, a virtual world where 3 million cyclists race and ride together.

The initiative allowed them to ride with people from the outside world for the first time as anonymous athletes instead of being labelled a prisoner or an outcast. The ongoing project continues to forge a connection between prisoners and the rest of society. A unique collaboration with De Rode Antraciet vzw, Cellmade vzw and Oudenaarde prison. #decathlonbreakaway​



This campaign has been awarded at the following major festivals:

– Cannes Lions 2022: Creative Strategy Grand Prix, PR Grand Prix.

– D&AD 2022: 1 Silver in Media (Collaboration), 1 Bronze in Gaming (Experiential), 1 Bronze in Digital (Use of XR).



Client: Decathlon, Belgium. Agency: BBDO Belgium, Brussels ; Molenbeek-Saint-Jean, Brussels. Production Company: Fledge. Creatives: Tom Jacobs, Frederik Clarysse. Account Director: Bram De Vidts. Account Manager:s Evelyn Savels, Alexander Neesen. Agency Producer: Loes Fierens. Head of Production: Patricia Van De Kerckhove. Media Planner: Kim Leunen. Designers: Wim De Dobbeleer, Elena Haniotakis. Commercial Director: Eva De Gendt. Copywriter: Debby De Ridder. Client Services Director: Eva De Gendt.

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