Decathlon is rolling out a new brand campaign in Germany, developed in collaboration with the Avantgarde agency, that aims to move the perception of the international retail brand’s market positioning from that of a pure supplier of products to that of a service-oriented platform with an emotional touch. We could not determine at this stage whether similar campaigns are being launched or planned in other countries.
The homepage on Decathlon’s German website starts into the new year with the claim “Discover what moves you,” providing a framework for storytelling that highlights sports and exercise as an important source of special experiences, where Decathlon wants to play the role of a “buddy,” giving positive impulses to its customers.
The company’s message is to “discover” these experiences across all channels, in the brick-and-mortar stores as well as online. The pillars of the communication strategy include the use of various modern content formats, the development of partnerships, sustainability and interactive brand experiences to “reshape the playfield.”
The campaign is also intended to further expand consumer awareness for the Decathlon umbrella brand. “Our stores and our online store invite you to discover - with our products, our range of services and high quality at fair prices. Our goal is clear: after 35 years on the German market, we now want to become the first destination for sports products in Germany,” explains André Weinert, CEO of Decathlon Germany, in a press release, recalling its previously stated goal to reach an annual turnover of €2.5 billion in gross merchandise value in the country by 2026, including VAT.
The company had previously indicated that number of stores would be raised to 110 by 2026, while that the activity of its internet marketplace would be expanded. This would compare with a GMV of €953 million in 2020 and a previously forecast level of €1.3 billion in 2021. In addition to its online store and its new marketplace, the company operated 84 physical stores at the end of last year. Before VAT, Decathlon reached net sales revenues of €667 million in 2020, generating an operating profit of €10.8 million.
The first campaign based on the new communication strategy uses the slogan “Das wird mein Ja” (freely translated as “This will be my Yeah!”) as a resolution for the New Year. It suggests that Decathlon can act as a sparring partner for its customers in attaining his or her goals. The focus is on fitness, running, winter sports and winter hiking. The campaign is being aired via digital channels, radio, TV and in-store displays.
