In Brazil, Decathlon, in collaboration with ad agency Publicis Brasil, has launched an inspiring campaign titled ‘PEThletes’ to empower pets with disabilities and mobility issues. By tapping into the innate athleticism of dogs, Decathlon aims to promote well-being and inclusion, extending its brand purpose of making sports accessible to everyone.
Dogs are natural athletes, accompanying us on various activities like walks, runs, and even surfing. However, pets with disabilities often face barriers to participating in sports, which can impact both their physical health and their owners’ motivation to exercise. Recognizing this, Decathlon and Publicis Brasil created ‘PEThletes’ – a sports prosthesis made from recycled PET bottles collected from parks.
This innovative initiative restores mobility for dogs that have lost movement in their hind legs, enabling them – and their owners – to engage in sports again. The launch event, held at Villa-Lobos Park in São Paulo, brought together members of the community, NGOs such as Cãodeirante, and dog owners with disabilities.
At the heart of the campaign is a commitment to sustainability and community engagement. Plastic bottles collected from the park were recycled into filament and 3D-printed into prostheses at a Pet-station set up on-site. This circular approach not only benefits pets but also promotes environmental stewardship.
For every dog that returns to sport, a human also returns – reinforcing the connection between pet and owner through shared activity. Furthermore, Decathlon plans to make the prostheses available on its e-commerce platform, ensuring accessibility for every pet.
Ultimately, ‘PEThletes’ exemplifies Decathlon’s belief that sports are for everyone, including our beloved four-legged companions. By providing opportunities for pets with disabilities to lead active lives, Decathlon continues to champion inclusion and well-being within its community.
With ‘PEThletes,’ Decathlon is not only empowering pets but also inspiring a movement towards a more inclusive and active society. Join us in celebrating the power of sports to transform lives – one paw at a time.
