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Revealing the enduring story of human tenacity at the heart of a world-class event

Accelerating a Motorsport Icon Forward

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Beyond the race

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Le Mans was globally recognized, but its emotional power hadn’t hit full throttle: endurance was perceived as technical and abstract. We saw an opportunity to expand and deepen the heartfelt force of Le Mans with both new and loyal audiences. 

From known to felt 

Challenge 

frog repositioned endurance as an inner trial experienced over 24 hours. We introduced a new brand platform, tagline, editorial voice and visual identity built around expressing human struggle, choice and transformation. 

Another dimension 

Solution 

Le Mans now speaks with a unified, emotional voice across brand, content and experience. Endurance is reclaimed as a fundamental truth, transcending the concept of a single event and establishing itself as a lasting narrative, capable of evolving over time. 

One living brand system 

Outcome 

Project Highlights

Reframing endurance

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Tracing the evolution

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The 24 Hours of Le Mans is no longer measured by hours on a clock, but by the unique experience of each and every second. 

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24 heures du Mans Customer Experience

The legend starts here 

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Reimagining Luxury Craftsmanship  | Tiffany & Co.

Launching a Holistic Health and Wellbeing App

frog and Decathlon create next-gen connected e-bikes

Shaping the Future of Urban Mobility

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Accelerating the transition to sustainable mobility in urban areas

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With decades of bike manufacturing expertise, Decathlon faced a bold shift in addressing urban mobility. The challenge was twofold: to create a compelling urban cycling experience that inspires daily use, and to evolve from a product-focused brand into a daily mobility service provider, offering a seamless experience from day one.

Serving urban mobility, evolving the organization

Challenge

Urban cycling is about navigating the city with ease and serenity, setting high expectations for comfort, reliability and service. Decathlon’s solution combines smart design and engineering for a natural ride, with an embedded connectivity technology offering continuous support and control. Every touchpoint enhances the experience, embodying Decathlon’s promise: “We lighten your load wherever you go”.

A new generation of e-bikes, embedded with connectivity

Solution

Together with frog, Decathlon shaped a long-term vision—starting with a concept-bike approach and culminating in the launch of its first connected e-bike in Belgium. This served as a minimum viable product before scaling across Europe and expanding into future ranges (cargo, speed, folding). Along the way, Decathlon developed new in-house technological capabilities, from smart systems to connected services, laying the foundation for future innovation. The LD 940 E quickly earned recognition, including an <a href="https://ifdesign.com/en/winner-ranking/project/decathlon-e-bike-ld-940e/698694" target="_blank">iF Design Award </a> in 2024.

LD 940 E: The pioneer of connected e-bikes

Outcome

Project highlights

From vision to market launch

frog created the design and developed a state-of-the-art code structure to kick-start IT development, enabling Decathlon to manage the product lifecycle and future developments autonomously. The entire project was then fully handed over to Decathlon.

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Urban Mobility mobile app

Urban Mobility app

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More than a bike

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Design drove innovation, seamlessly integrating user needs, technology and business goals.

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A three-year collaboration

Putting Atmospheric CO2 to Work

Transforming Pet Care with AI

Mentorship for a future-ready energy workforce

Retaining Human Knowledge with AI

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Human expertise meets AI avatars

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An experienced workforce and limited mentoring resources underscored the importance of preserving and sharing decades of institutional knowledge and expertise. This created a need for scalable, accessible knowledge transfer to support apprentices, maintain performance and enable future readiness.

Knowledge at risk

A realistic AI avatar, trained on authentic stories and practical insights from existing employees, provides empathetic, context-aware mentorship. It engages through natural conversation, delivering on-demand guidance that mirrors human interaction and ensures timely, personalized learning experiences.

	Global		EN
	France		FR
	China		CN

	Global		EN
	France		FR
	China		CN