The Breakaway by Decathlon. The first eCycling team for prisoners.

In a maximum security prison in Oudenaarde, Belgium, Decathlon launches The Breakaway. The first eCycling team for prisoners. They will be riding and racing with people from the outside world on the virtual cycling platform Zwift. The initiative is part of Decathlon’s broader vision to make sport accessible for all. The Breakaway was created in collaboration with “De Rode Antraciet” vzw, a non-profit advocating sports & culture within prisons, Cellmade, and the Belgian Department of Justice.

Can a virtual sport help inmates reintegrate into the real world?

6 inmates from Oudenaarde prison race with thousands of riders on the outside world, in the virtual world of Zwift.

They challenge themselves to go for it. To become better.
Better than other riders, and better than themselves.

Sport can free people.
Replace negative thoughts with positive thoughts.
Sport is freedom. Even when you’re stuck between four walls.

Credits
Campaign: The Breakaway
Advertiser: https://www.decathlon.be/
Advertising Agency: BBDO, Belgium
Creative Director: Arnaud Pitz, Sebastien De Valck, Jan Dejonghe
Associate Creative Director: Frederik Clarysse
Creative: Frederik Clarysse, Tom Jacobs
CCO: Eva De Gendt
Accounts: Bram De Vidts, Evelyn Savels
Strategy & Media: Kim Leunen
Design: Wim Esteban De Dobbeleer, Elena Haniotakis, Jorrit Michiels
FR copy: Vincent Abrams
NL copy: Frederik Clarysse, Debby De Ridder
Head of RTV: Patricia Van De Kerckhove
Agency Producer: Loes Fierens
Editor: Anton Ceuppens
Digital Project Director: Wouter Has
Digital Project Manager: Quentin Donckerwolcke
Front-End Developer: Jerome De Boysere
Digital Development Director: Jonathan Pardon
Social & Technology expert: Matthias Andriessen
PR agency: Walkie Talkie PR
PR team: Jana Snoeck, Andrew Vassallo, Maureen Richard
Partners: Gevangenis Oudenaarde, Rode Antraciet, Cellmade, FOD Justitie
Partner contacts: Heather Loontjens, Pieter Van Caeneghem, Kathleen Van De Vijver
Production company film: Fledge & BBDO productions
Creative Partner: Diederik Jeangout
Executive Producer: Roeland Jeangout
Line Producer: Francis Bosschem
Director: Sidney Van Wichelen
DOP & grading: Virgil Leclercq
1st A.C.: Patrick Nishimwe
Gaffer: Theo Fernandez
Grip: Tim Roels
Sound Engineers on set: Mathias Van Gasse, Piet Van Steelandt
Sound studio: Klankwerk
Sound engineer: Thomas Houthave