9-year-old shows joy of the new in AMV ad for Decathlon

Decathlon, one of the world’s largest sports retailers, is looking through the eyes of a child for a new global campaign aimed at showing how it helps customers fulfil their sporting goals across a range of activities and experiences.

The activity is being spearheaded by a film created by AMV BBDO and co-written by 9-year-old voiceover star Frida that describes the excitement and thrills of first-time sporting achievements.

Since children are the ultimate authority on trying new things, the script was personally adapted by Frida, who tells us about her own experiences.

The film aims to capture that no matter what age you are, whether you are experienced at a sport or just starting out, there is an exhilaration in trying something for the first time; that lump in your throat, the anticipation, the brave leap into the unknown.

A range of people are seen engaging in activities, such as a family’s first campaign trip, a girls’ ballet class and a group of cyclists descending a mountain.

These scenes are designed to highlight the breadth of Decathlon’s sports equipment and the emotional power of discovering something for the first time, whether you are a beginner or a seasoned pro.

By offering high‑quality, accessible products for every level, Decathlon opens the door to all kinds of firsts, ensuring that everyone can experience the thrill of trying something new. Through providing quality and affordable kit for every level, the company claims all the firsts are within everyone’s reach.

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

AMV BBDO executive creative director Laura Rogers said: “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.”