Challenge
Decathlon is a leading sports retailer known for its affordable sportswear. While customers trusted Decathlon for quality and low prices, they did not perceive it as a brand for high-performance sportswear or stylish workout fits.
Solution
The brand’s PR strategy targeted publications previously unexplored by Decathlon. High-fashion magazines like Vogue, Hello!, and Stylist topped the list. Engaging cool journalists who were also personal trainers enabled us to reach those ‘in the know’. Inviting influencers and journalists to events was essential, with carefully selected influencers chosen as brand ambassadors and given hero product samples.
Results
By developing strong relationships with key journalists, Hollie achieved an ambitious KPI of 40 pieces of coverage each quarter. Decathlon’s brand awareness rose to the top of its identified competitors, with only Sports Direct surpassing it for share of voice.
Challenge
Decathlon introduced a range of leggings made from recycled sea plastic that were both affordable and size-inclusive. This product launch needed a compelling media strategy to spread the word.
Solution
Hollie crafted a press release and shared it exclusively with key contacts, making them feel as if they were in on a secret. A yoga event at Decathlon HQ also invited journalists to experience the brand ethos firsthand.
Results
The ‘Leggings for Everyone’ project went viral globally, with the leggings remaining sold out for months due to high demand.
