Wedze, the leading winter sports brand of the Decathlon group, has made a splash with its latest capsule collection project called Jour d’Éclipse (Eclipse Day). Introducing two alpine and freeride ski jackets made in France, which are the result of their excellent savoir-faire in the design of technical products. What role did The MUZES play? The company conceived the communication concept, and its strategy, to then support the creation of content in various forms for this exceptional launch.
An eclipse day is an event: it cannot be missed.
Unique in its technical qualities and ephemeral in its limited quantities. The starting point of this launch was the entire project’s duality: two ski disciplines (alpine and freeride), two products (freeride jacket and alpine ski jacket), two universes (mountain environments and urban environments), two colours per model… The concept was born: “Shadow and Light”. This approach inspired the teams to name the product “Jour d’éclipse” (Eclipse Day). The agency then devised an artistic direction and conceived the product’s marketing through a shadow launch.
Creation in the shadows
A creation totally in line with the sector’s trends: Outleisure and Athleisure. The visuals were refined, always in the spirit of Light and Shadow. There was also a gradual approach to distribution, with the first images shared being very dark and then gradually revealing themselves until launch.
The MUZES accompanied the production teams during the briefing and editing phases of the campaign video, to shed light on their technical savoir-faire, both through the actual use and the unique design of these pieces. Then, to highlight the jackets’ design, the agency also organised a studio photoshoot with a “fashion/outleisure” inspiration. Finally, all of this content was highlighted with the development of a landing page visible on Decathlon.fr, which we created to explain the purpose of this project and to promote the collection.
Revelation and highlighting
Still based on the principle of Shadow and Light, the communication strategy was based on three key moments: shadow, reveal, launch. The objective was to create surprise by first allowing external ambassadors to talk about the product, without revealing the brand. Then, announcing their collaboration with Wedze to reinforce the brand’s visibility. This element of surprise was created through a crew of ambassadors, who were onboarded and introduced to the project in advance.
The selected profiles embody all the different aspects of the project:
– Léa Bianchi (@leadorablee), ski instructor for the technical and design component
– Stefan Tisseyre (@stefan_tisseyre), model, for the design and athleisure aspect
– Céline Ducrettet (@celinducrettet), photographer, for the image component,
– Ben Buratti (@benburatti), professional freerider, for practice excellence.
In total, a cumulative audience of over 300K followers on Instagram.
The Jour d’Éclipse capsule collection was revealed on Wednesday 9 November 2022 with 800 jackets up for sale on Decathlon France’s website.