Sports Branding

• Three Wieden+Kennedy creatives have formed a new office called Someplace. Their goal is to be in touch with projects from first meetings to completion. Despite being known for having worked for the firm that made Nike famous, they look forward to working with clients of all sizes and types.

Other firms founded by Wieden+Kennedy ex-pats include 72andSunny, Anomaly, Superconnector Studios, Cartwright, and Callen.


• French sporting good retailer Decathlon was founded in 1976. It has more than 1,700 stores in 72 countries, but until now, it has never had a logo other than a simple sans serif wordmark.

Wolff Olins recently created a logo for Decathlon, nicknamed L’Orbit. Its canted, circular shape, meant to suggest motion, surrounds a peak, a symbol commonly associated with achievement and emotion.

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