Ukamba. The “slow- walking” brand extension for Decathlon.


Every year, at the start of the school year, I am invited to go to Nimes University to work with their Master Students on the Design, Innovation and Society course. I love going down to the South. The atmosphere is so relaxed, it’s still very warm, and it’s a beautiful place to wander around in the evenings and on Sunday afternoon, when I usually arrive. 

The University Building itself is interesting as it used to be an old Psychiatric hospital. The students are not used to working in English, so it is a little difficult for them at the start of the week, but by the end of the week, their confidence has grown, and hopefully, their creativity. 

Nimes University. Hoche Site. Students enjoying the 34 degrees temperature outside. 

Every year I work around a different thematic. A few years ago I worked on Brand Stretching. A subject totally alien to the students who had never really understood the principles of brand strategy.  We worked on several projects during the week, Here is a document I put together to show you my methodology and the work undertaken – it focuses on 2 projects – one for Dior and one for Decathlon (see featured photo).

If you would like me to discuss a similar workshop for your students or employees, please get in touch.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s