Athleco

Athleco starts from a simple question: what if Decathlon opened a gym. The project pushes the hypothesis to its visual and strategic coherence, imagining a sub-brand that would extend the group's DNA, accessibility, technical precision, range of practices, into the world of training. The web platform brings together three entry points (group classes, individual Athlespace zones, wellness) under a single grammar, making the brand credible to an audience already familiar with the parent company. The work was built as a system where identity, interface and positioning move together rather than in successive layers. Every decision pulls in the same direction: building a readable brand in a market saturated with interchangeable signals.