Decathlon launches biggest ever advertising campaign
Decathlon is launching its largest UK marketing campaign to date as it looks to inspire the nation to “get out and play”.
The move follows research by the sporting goods retailer that found that 83% of UK adults have had their levels of exercise and activity disrupted by Covid-19 lockdowns.
With a total investment of £2 million, the ‘Let’s Play UK’ campaign will include a TV advertisement showing sports equipment coming alive as a Decathlon store is closed for the night. It will feature characters such as Bella the Bike and Teegan the Tent perform a version of a Cyndi Lauper hit which has been retitled ‘Sports Just Wanna Have Fun’.
The campaign will launch during Alan Carr’s Epic Gameshow on ITV1 and will run throughout the summer. This will be supported by video on demand, out of home and YouTube advertising.
Decathlon is also planning a range of activities to help support people of all abilities and incomes to “come out and play”. This includes a Camping Champions initiative to support first-time family campers and a pilot project to help prevent people from being priced-out of sports participation.
Chris Gilroy, marketing communications director for Decathlon UK, said: “This is a really important time for Decathlon, with over 90% of UK adults having post pandemic health and fitness goals. Our job is to help inspire them with the benefits of sport.
“This campaign brings to life our brand and our offering like never before. It’s fun, it’s memorable and has great energy – It’s not your typical sports brand campaign. This is Decathlon. Let’s Play UK.”
The new campaign follows a year of investment by Decathlon in its UK operations. This has included the recent opening of a new store in Leeds which will be followed by the launch of a shop in Bromley in May. It has also relaunched its mobile app and is rolling out its Second Life sustainability initiative where it recycles, repairs and reuses sports equipment to save it going to waste.
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