As the world prepares to celebrate International Women’s Day, DECATHLON, one of India’s most popular and beloved sports brands, is once again making waves with the launch of the third edition of its groundbreaking “Play Your Own Way” campaign. This year’s campaign is designed to challenge and rethink the outdated, narrow definitions of what it means to be an athlete. DECATHLON aims to highlight the truth that an athlete is not defined by gender but by the courage to move, compete, stumble, rise, and persist in the face of adversity. It celebrates the essence of movement, strength, and passion that transcends traditional boundaries and stereotypes. The brand is calling on women everywhere to embrace their passion for sports without being confined by rules, labels, or limitations.

The “Play Your Own Way” campaign carries an important and powerful message: women deserve to have the freedom to engage in sports on their own terms, to shape their athletic journey however they choose, and to participate in physical activities without the societal pressures that often try to limit their possibilities. As gender stereotypes and social constructs continue to shape women’s roles, both in sports and society at large, DECATHLON is creating a space where women are free to redefine what it means to be an athlete. It is an open invitation to embrace one’s athleticism without having to conform to any specific expectation. This campaign resonates deeply with the spirit of International Women’s Day, a time when the world acknowledges and celebrates women’s achievements, while also recognizing the need for continued progress in dismantling barriers and pushing for equal opportunities in all walks of life, especially in the realm of sports.

Through its campaign, DECATHLON is highlighting the importance of inclusivity and creating a supportive, empowering environment where women are encouraged to step into their power and pursue their passions for sports without any limitations. At its core, “Play Your Own Way” challenges the notion that only women who fit a certain mold—be it in terms of body type, skill level, or even the types of sports they play—can be considered athletes. The campaign invites all women, regardless of background or experience, to explore and participate in sports, whether they are beginners or seasoned athletes.

DECATHLON firmly believes that sports should be a source of empowerment and joy for every individual, not just a select few. As part of the initiative, the brand continues to focus on providing high-quality performance gear designed specifically for women, ensuring that they have the tools they need to succeed in their athletic pursuits. However, it is not just about providing the right gear—it’s about cultivating a broader culture of inclusivity, where women are acknowledged and celebrated for their contributions as athletes, leaders, and colleagues. In this campaign, DECATHLON emphasizes that women’s roles as athletes should be recognized and respected across every facet of society, from sports teams to boardrooms, from fitness classes to leadership positions. Through this initiative, DECATHLON aims to build a future where all women can thrive, contribute, and be empowered in whatever athletic pursuits they choose to engage in.

A central element of the “Play Your Own Way” campaign is the launch of a highly inspiring film that features women engaging in a wide variety of sports, including running, swimming, yoga, and fitness activities. The film highlights the diverse ways in which women are participating in sports and challenges the traditional labels often associated with female athletes. Each of the women featured in the film represents the many forms of athleticism that exist, demonstrating that women can be athletes in any field—be it competitive sports, recreational activities, or fitness routines. The visuals powerfully reinforce the message that there is no one “right” way to be an athlete and that women should feel empowered to pursue the sports that excite and fulfill them, regardless of societal expectations or limitations.

In addition to showcasing athleticism, the film also underscores the many benefits that come with movement and physical activity. For DECATHLON, it’s not just about competition or performance; it’s about encouraging women to experience the numerous advantages of sports, from improved physical health to mental well-being, to the deep sense of achievement and fulfillment that comes from pushing one’s limits. The campaign encourages all women—whether they are beginners or seasoned athletes—to embrace movement as a vital part of their lives, enabling them to feel strong, confident, and accomplished.

At the heart of the “Play Your Own Way” initiative is the call for societal change: a world where women are no longer held back by outdated gender norms in sports, but instead are celebrated for their athleticism and the courage they show in pursuing their dreams. This message comes at a crucial time when, despite growing awareness and progress, women’s participation in sports continues to face challenges—whether it’s access to facilities, the availability of women’s gear, or the undervaluation of women athletes’ achievements. By highlighting the stories of women who have overcome these barriers and have embraced sports on their own terms, DECATHLON aims to inspire other women to follow suit, to challenge norms, and to experience the empowerment that comes from moving freely, competing passionately, and succeeding on their own terms.

Alongside the “Play Your Own Way” campaign, DECATHLON is also launching an internal initiative called #HeroesofDecathlon, which aims to celebrate and honor the women within the company who are leading teams, managing projects, and embracing an active, sporty lifestyle. This initiative underscores the brand’s commitment to creating an inclusive, empowering workplace culture, where women are not only respected for their leadership and contributions but are also encouraged to pursue their athletic goals both inside and outside the workplace. These women serve as powerful role models for the next generation of athletes and leaders, demonstrating that it’s possible to balance work, leadership, and a passion for sports.

Sankar Chatterjee, the CEO of DECATHLON India, expressed his excitement about the third edition of the “Play Your Own Way” campaign, calling it a revolutionary movement that continues to inspire women to overcome every challenge and emerge victorious. He remarked, “Along with the Play Your Own Way campaign, we also have the #HeroesofDecathlon initiative, where we celebrate the inspiring women of DECATHLON who lead our teams and different projects with confidence and embrace an active lifestyle. This Women’s Day, we want to celebrate the freedom to move, to challenge norms, and to experience joy and empowerment in every step we take.” His words emphasize that this campaign is not just about sports—it’s about the broader mission of creating a society where women are free to express themselves fully, without being held back by restrictive expectations.

As the third edition of the “Play Your Own Way” campaign gains momentum, it sends a powerful message to women everywhere: you are athletes, and your passion for sports is not only valid but worthy of celebration. The campaign calls for recognition and support of women in all sports, from the grassroots level to the professional arena. It advocates for a world where women are encouraged to take up space, break through barriers, and achieve greatness in every field, whether it’s athletics, leadership, or personal growth. This International Women’s Day, DECATHLON invites everyone—women, men, and allies—to join in the celebration of the freedom to move, to challenge the status quo, and to experience the joy and empowerment that come from participating in sports.

In conclusion, the “Play Your Own Way” campaign is more than just a call to action for women in sports—it’s a call to change the narrative around what it means to be an athlete. It encourages women to embrace their own unique athleticism, to participate in sports on their terms, and to celebrate the freedom and empowerment that comes with movement. By providing high-quality performance gear, fostering an inclusive culture, and showcasing the stories of women breaking barriers in sports, DECATHLON is leading the charge toward a more inclusive, equal, and empowering world for women. As the world celebrates International Women’s Day, DECATHLON invites all women to step into their power, play their own way, and experience the joy of movement without limitations.

Author: Kashish Ghosh