Decathlon Launches EasyBreath Dive With a Campaign by Orès Collective
Decathlon has launched EasyBreath Dive, a mask that lets people breathe underwater to a depth of three metres without a tank, backed by a campaign from agency Orès Collective designed to make diving feel accessible to everyone.
Turning a Niche Sport Into a Mass Product
Decathlon has unveiled EasyBreath Dive, an evolution of its hit snorkelling mask that lets users breathe underwater down to three metres without a diving tank. The launch is supported by a campaign from Orès Collective aimed at making underwater exploration feel simple and inviting rather than technical and intimidating.
It is classic Decathlon: take an intimidating, gear-heavy activity, remove the barriers, and open it up to a far bigger audience at an accessible price.
Why Accessibility Is the Whole Strategy
Decathlon's growth engine has always been democratising sport. Diving is perceived as expensive, complicated and reserved for the committed, so a product that lowers the barrier to entry does not just sell a mask, it expands the entire pool of people who might try the activity.
The marketing has to match the product promise. Orès Collective's job is to sell ease and wonder, not specifications, framing EasyBreath Dive as a gateway to a new experience rather than a piece of technical kit.
Marketing Minute's Take
The strongest product marketing sells a new possibility, not a feature. By making diving feel achievable, Decathlon grows the category it competes in, and as the brand that opened the door, it is positioned to own the customer relationship that follows.
For marketers, the model is worth studying: when you remove a barrier to entry in your category, lead with the emotional payoff of what becomes newly possible. Features prove it is real, but accessibility and wonder are what actually drive trial.
Quick FAQ
What is Decathlon's EasyBreath Dive?
It's a mask from Decathlon that lets people breathe underwater to a depth of around three metres without a diving tank, launched with a campaign by agency Orès Collective.
Why is the launch strategically smart?
By lowering the barrier to diving, Decathlon expands the whole category of people who might try it, and positions itself as the accessible brand that owns that first experience.
What can other marketers learn?
When you remove a barrier to entry, lead with the emotional payoff of what becomes newly possible. Features prove it's real, but accessibility and wonder drive trial.
Decathlon's genius has always been the same: take something intimidating and make it feel possible. EasyBreath Dive doesn't just sell a mask — it grows the number of people who think 'I could try diving.' Expand your category and own the doorway into it, and the customer relationship follows. — Daniel Nikolla, Founder of Merx Marketing
The strongest product marketing sells a new possibility, not a feature — remove the barrier and lead with what becomes newly possible.
What barrier keeps people out of your category — and what would happen to demand if you removed it?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: CB News, danstapub, TOP/COM, Decathlon (September 2026).
Related reading
Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
Comments