Mumbai: Decathlon Sports India has launched a new campaign film titled ‘Welcome to the Avant-Garde’ for its specialist mountain sub-label, Simond by Decathlon, marking a fresh chapter in its journey to connect with India’s growing community of outdoor enthusiasts.
Rooted in alpine heritage from Chamonix since 1860, Simond by Decathlon has long been associated with climbers and mountaineers navigating rugged terrains, glaciers, and high-altitude landscapes. The campaign reinforces the brand’s positioning as a specialist label designed by and for mountain athletes, supporting explorers from their first trail to the highest summit.
Conceptualised in collaboration with Simond’s global mountain sports athletes, the 97-second film captures the essence of modern climbing and alpine adventure—highlighting raw emotions such as curiosity, resilience, and freedom. Through visually immersive storytelling, the film traces the journey from preparation and anticipation to exploration and the exhilaration of reaching the summit.
As interest in outdoor activities such as trekking, climbing, and mountaineering continues to grow in India, the campaign taps into a broader cultural shift towards experiential travel and nature-led wellbeing. It showcases how mountain landscapes offer not just physical challenges but also opportunities for self-discovery, connection, and personal growth.
The initiative also signals the refreshed presence of Simond by Decathlon in India, alongside the introduction of a renewed range of technical gear and apparel tailored for climbers, trekkers, and mountaineers. Moving beyond traditional metrics like summit counts, the campaign celebrates the journey itself—focusing on perseverance, shared experiences, and the spirit of exploration.
Commenting on the campaign, Gaudham Ganesh, CMO, Decathlon India, said, “Our campaign film is about capturing the true spirit of mountain sports—the curiosity, resilience and freedom that inspire people to explore beyond familiar paths. Across India, more people are embracing hiking, trekking and climbing not just for adventure, but to experience the spirit of the mountains and the sense of wellbeing that comes with being in nature. Through this film, we wanted to celebrate those moments of effort, focus and discovery that make every mountain journey an adventure and a feeling of a lifetime. With Simond by Decathlon, our focus has always been to support these journeys by designing equipment that helps climbers, trekkers and mountaineers explore the mountains with confidence and joy.”
With ‘Welcome to the Avant-Garde,’ Decathlon Sports India underscores its commitment to fostering a vibrant community of mountain enthusiasts, while reinforcing Simond’s legacy of enabling safe, confident, and meaningful exploration across some of the world’s most challenging terrains.
