“Doing something for the first time. You don’t know how it’ll go. First ride, first match, so many kinds of firsts. It sort of makes your brain swirl. You feel excited and nervous.”

The words of 9-year-old Frida appear as the voice-over for Decathlon’s new global campaign that brings to life the joy of trying something new.

The campaign, created by AMV BBDO and co-written by Frida, looks to children as the authority on trying new things. Decathlon as the world’s largest sports retailer is encouraging customers to fulfil their sporting goals and take on new activities and experiences. 

A heartwarming campaign sees Frido share her thoughts on trying new things, describing the excitement, nerves and thrills. Paired with dynamic sporting shots, Frida shares her own experiences.

The spot shows people engaging in a range of activities from camping to ballet, cycling and climbing mountains. The scenes highlight the breadth of Decathlon’s range of sporting equipment, whilst inspiring audiences and showing what is possible.

The film captures that no matter who you are or what age, there is joy and excitement in trying something for the first time and taking a leap into the unknown. 

“This campaign embraces the heart-racing, hair-raising, beginner mindset that unites everyone from pro-athletes to first timers. And continues Decathlon's proud tradition to make sport for everyone. In the words of Frida: 'I think there must be a bazillion things to try for the first time’. I couldn’t agree more,” explained Laura Rogers, Executive Creative Director at AMV BBDO. 

Across UK and Europe the campaign will run across digital media, social, TV, Cinema and OOH with 30 second, 20 second and 15-second cut-down versions.  

With childlike wonder, Decathlon inspires audiences to take on new firsts and shows that it is able to help people take on any activity.