Decathlon’s purpose is to make sport accessible to all. They wanted to act concretely to show that the emotions of sport are indeed accessible even to people who wouldn’t dare to dream about it.

So they made the brave choice to go where no brand dares to go: prison. They founded the first eCycling team for prisoners, an ongoing initiative that allows prisoners to ride online with people from the outside world on the Zwift platform. Reconnected with society from behind bars.

Decathlon’s purpose is to make sport and its benefits accessible to all. Even when it seems impossible. Because has many benefits. Not only on a health level, but also on an emotional and mental level.

During the lockdowns in 2020 and 2021, we all felt a bit like prisoners. In the spring of 2021, Decathlon wanted to make “freedom” its central theme.

We wanted to demonstrate how sport can liberate people and fits in the company’s vision of making sport accessible.

Spring is a period that is commercially important for Decathlon. It is also the start of the cycling season in Belgium, so a link with cycling seemed logical. Next to sales, however, they also needed to boost their image in order to be top of mind in this period. So the messaging of the campaign needed to underline that sports has a huge impact on people, and even society.

We targeted regular sporters. They have heard the story about the power of sport and how it changes lives many times before. We felt a compelling need to actually change lives through sport. To make sport accessible in the most impossible environment, with a maximum societal impact.

In recent years, virtual sports, particularly cycling has made a spectacular development. Zwift’s virtual platform has changed indoor cycling completely, allowing people from all across the globe to ride together.

We wanted to make this sport accessible in the toughest possible environment: prison.

An environment where it’s often impossible to sport. And to go online is even unthinkable.

We actually changed lives instead of talking about changing lives. And then told this unique story via online videos, a live race and a documentary podcast.

In Belgian culture, we have a rather progressive view on rehabilitation in prison. They are not considered as places where people should only be punished.

In a maximum security prison in Oudenaarde, Belgium, we launched the first eCycling team for prisoners. Decathlon provided them with clothes and equipment (bikes, trainers, …) to cycle on Zwift, a virtual world where 3 million cyclists race and ride together. Enabling them to ride with people from the outside world for the first time. As anonymous athletes instead of being labeled a prisoner or outcast. Via decathlonbreakaway.be, people could download the schedules of the riders and ride along. The project is ongoing, permanently reconnecting them with society from behind bars. In a podcast, we documented how riding online with others changed their life. In an epic race streamed live on Facebook by Decathlon, they even competed with a team of judges, lawyers, prison guards and the Minister of Justice.

The Breakaway project showed the real power of a virtual sport. It was discussed by all mainstream media in Belgium, and the international cycling press. In combination with the social reach by Decathlon, this reached over 15 million people and earned around 1.3 million in free media attention.

In may, John McAvoy, ex-bankrobber and now an acclaimed pro triathlete, organized an official group ride on Zwift, creating a social event with hundreds of cyclists riding with the prisoners.

After racing them live on Facebook on September 14, the Minister of Justice decided to expand the Breakaway project to all Belgian prisons. In collaboration with Decathlon, all prisons will be equipped with eCycling in the coming years.