Decathlon Türkiye says “No Sport Without Nature” with “Trash Catalogues” created with Midjourney AI

With its “Trash Catalogue”, built on images of nature filled with litter and waste, Decathlon Türkiye draws attention to the waste problem.

Having organised litter clean-ups in 15 cities for World Cleanup Day in previous years, Decathlon Türkiye this year used artificial intelligence to visualise the places where we will be doing sport in the future.

Midjourney’s AI technology starkly shows what kind of nature we will be forced to do sport in if we don’t act on the waste problem.

With the message “No Sport Without Nature”, Decathlon Türkiye used AI to show that in the near future we may be doing sport not in stunning landscapes, but in surroundings full of waste and litter.

Refusing to stay silent about this picture of the future, Decathlon Türkiye invited consumers to become more aware of sustainability and protecting nature with the message “No Sport Without Nature”.

With this year’s campaign film, which also features members of the Decathlon team, Decathlon Türkiye aims to raise awareness of sustainability for nature, for the planet and for sport. Asking “Are you looking closely at your surroundings?”, the film makes us see that the streets we walk every day hold far more pollution than we think. We also see the Decathlon team plogging in the city, in the forest and by the sea. Born from the idea of “pick up the litter on the path you run”, plogging is positioned as part of Decathlon’s “get moving” call.

What does it mean for brands?

• Generative AI offers more than a fast way to visualise an idea; it is also a powerful storytelling tool for showing “the future we don’t want”.
• It is the message that sticks, not the technology: AI should be used not as a showpiece but as a tool that strengthens what the brand is saying.

Credits

• Advertiser: Decathlon Türkiye
• Advertiser Representatives: Öykü Pamuk, Özge Akgün, Esra Gündoğdu, Emre Kırmızıtaş, Berk Irkörücü, Ezgi Yetiş
• Creative Agency: The Planner Co.
• Agency Head: Çağla Çakır
• Director & Creative Director: Ada Gönden
• Creative Strategy: İlayda Şahin
• Concept Director: Büşra Coşkun
• Creative Team: Ada Gönden, İlayda Şahin, Büşra Coşkun, Elif Öztürk, Uğurcan Akın, Caner Gözübüyük
• Copywriter: Elif Öztürk
• New Media Director: Alican Burak Düzen
• Operations Director: Melis Tunakan
• Operations Team: Tugay Burgucu, Tuğberk Özen
• Directors of Photography: Ogün Sayın, Emre Erez
• Post-Production: Time Flow Creative