Décathlon

Many teenage girls quit sports due to body image issues and societal pressures, especially from social media's portrayal of "perfect" bodies. Decathlon’s Imperfect Paint addresses this by highlighting perceived flaws instead of hiding them.

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During the 2024 Olympics, athletes will wear heat-activated paint that changes color on areas they feel insecure about, showcasing their imperfections. This aims to break the stigma around body image and inspire young girls to embrace their bodies with confidence. After the Olympics, the paint will be available at Decathlon stores