Water-Clear Confidence

Only 15% of Hungarian women consider themselves attractive in a swimsuit, even fewer in a bikini only 3% of women like it.​ “Thank you, fashion industry!”, so how could we improve this? 

Swimming is proven to have a beneficial impact on our self-confidence and boosts a positive body image.​

Building on this, Decathlon has banished models in triangle bikinis once and for all​ and transformed its 2021 swimwear campaign to promote swimming for a healthy female self-confidence. With comfortable and functional swimwear. For real women. With real women.

We asked 4 ladies of different backgrounds and ages to start swimming. And week by week, we documented the changes as they became more and more comfortable, relaxed and confident.​

These women, who at first felt uneasy trying on swimsuits and standing in front of our camera, were proud to pose in swimwear after just 2 months of swimming. Even on our citylights at the tram stop. And yes, without photoshop.