About project
The Agency delivered integrated omni - channel marketing campaign and brand experience event that became a best - practice reference within Decathlon’s global network.
In one day, the Agency built a record - breaking local Decathlon brand experience with
8,000+ participants
23 sport activations
14 competitions
32 programme partners
9 sponsors
Strategy
Background: Decathlon’s 2024 global rebrand rolled out worldwide in 2025, built on one insight: people stop being active when sport feels like pressure, not play. Additionally, younger generations shape identity through everything they do, yet many future Decathlon customers don’t feel the brand is theirs, lacking cultural pull and everyday relevance.
Goal: Use a one-day brand experience to bring “play” back into sport for everyone, with a deliberate focus on making Decathlon meaningful to young audiences.
Execution: Sports Festival 2025 was designed as a full-funnel journey: Interest → Participation → Product trial → Store return → Loyalty. Festival embedded youth by design (12 of 14 competitions for school and student formats), powered by university partnerships, volunteering and culture-led moments, and connected to retail through in-store touch points, start-pack pickup and vouchers.
Outcome: With minimal reliance on paid media, it delivered record participation and measurable retail with loyalty impact.
