Decathlon, a French sports retailer, was looking for a new celebrity brand ambassador for their in-house winter sports brand - named Wed'ze.
Established back in 2006, Wed'ze sells a variety of innovative clothing solutions and equipment for skiing, snowboarding and sledging.
As a renowned former Olympic skier, Graham Bell was a fantastic choice for Decathlon's brief.
Graham is a big fan of the brand, and appreciates their ethos of "to make the pleasure and benefits of sport available to many". Selected to endorse the ski, snowboard and sledging clothing range, Graham's prominence as a winter athlete elevated the popularity of Decathlon's brand.