DECATHLON has taken an inventive approach to launch the revolutionary Yulex100, the first and currently only alternative to neoprene made from 100% certified natural rubber. … read moreDeveloped by AMV BBDO, the campaign “hacked surf cams” worldwide to speak directly to the water sports community.
The creative agency shot the majority of the campaign on existing cameras located at key surf spots across the world providing essential live information on tides and conditions to water sports enthusiasts. The 60’’ film opens with a series of live feeds from surf cams. Suddenly, people appear in the frames holding up signs to the cameras. Each sign was created from objects found on or associated with the beach, such as paddles, surfboards, driftwood, parasols, and big letters written in the sand. When stitched together, the signs announce the launch of the new Yulex100 wetsuit.
For decades, watersports lovers had no alternative but to use neoprene wetsuits, despite their environmental impact. Alternatives to neoprene do exist on the market, such as wetsuits made from 85% natural rubber and 15% synthetic rubber, however DECATHLON partnered with American-based company, Yulex, to push those boundaries further.
After two years of rigorous research, including over 50 lab tests and 50 different formulas, the company has succeeded in producing the first neoprene alternative that is entirely free of synthetic rubber, sourced exclusively from PEFC® or FSC® certified forests.
The first and only alternative to neoprene made from 100% certified natural rubber, Yulex100 will be initially introduced in DECATHLON’s beginner junior shorty range, which accounted for 34% of the surf wetsuits sales in 2023, and in the snorkelling tops, representing 27% of the diving and snorkelling sales for the company.
This significant shift marks the beginning of a journey to eliminate neoprene from DECATHLON‘s entire wetsuit range. Future expansions are planned for adult ranges and technical solutions are actively being explored by our teams for other watersports like diving and open-water swimming that require specific technical solutions.
Most of the production was carried out remotely with LA-based filmmaker Bob Partington, through OB42, directing the shoot via live surf cams liaising directly with teams in Portugal and France. The biggest challenge of shooting this way was getting close enough to the cameras to make the signs legible, which led to some creative moments with ladders, poles and people climbing on each other's shoulders.
read less...
