The Breakaway
UX & UI Design

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

In a maximum security prison in Oudenaarde, Belgium, Decathlon launched The Breakaway. The first eCycling team for prisoners. They have been 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.

Work for BBDO Belgium, Brussels.