{"id":1130,"date":"2026-03-15T11:27:01","date_gmt":"2026-03-15T11:27:01","guid":{"rendered":"https:\/\/www.micrositepro.fr\/formations\/management\/?p=1130"},"modified":"2026-03-15T11:27:03","modified_gmt":"2026-03-15T11:27:03","slug":"seminar-2-decathlon-case-study","status":"publish","type":"post","link":"https:\/\/www.micrositepro.fr\/formations\/management\/2026\/03\/15\/seminar-2-decathlon-case-study\/","title":{"rendered":"Seminar 2 – Decathlon case study"},"content":{"rendered":"\n

From theory to practice:
Analysing innovation strategy & management with Decathlon<\/h2>\n\n\n\n
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Let’s start with mere advertising by Decathlon UK, April – June 2021<\/h3>\n\n\n\n
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A.<\/strong> Background<\/strong>:<\/p>\n\n\n\n

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  1. 1999:<\/strong> Decathlon opens it first store in Surrey Quays<\/strong>, East London, UK<\/li>\n\n\n\n
  2. 2018:<\/strong> Decathlon UK opened 7 new stores, and redeveloped the first one is Surrey Quays – it then had a total of 47 stores<\/strong> and was targeting 50 for 2021. It reported a loss of \u00a310.8 million<\/strong> (before tax).<\/li>\n\n\n\n
  3. 2019:<\/strong> Decathlon UK reported a loss of \u00a37.5 million<\/strong><\/li>\n\n\n\n
  4. 2020<\/strong>: Decathlon UK reported a loss of \u00a35 million<\/strong>, but also, an increase in online turnover by 122.4%<\/strong>; Decathlon UK invested in a new warehouse in Aberdeen (Scotland) and refurbished its existing store in Stockport (Manchester).<\/li>\n<\/ol>\n\n\n\n

    B. Decathlon launch first ATL campaign \u201cLet\u2019s Play UK\u201d with new agencies Goodstuff & Forever Beta in April 2021<\/strong><\/p>\n\n\n\n

    By Newsroom, April 2021 <\/strong>(https:\/\/marcommnews.com\/decathlon-launch-first-atl-campaign-lets-play-uk-with-new-agencies-goodstuff-forever-beta\/)<\/em><\/p>\n\n\n\n

    As lockdown <\/strong>eases and stores begin re-opening, sporting retailer Decathlon is launching <\/strong>its first-ever integrated campaign<\/strong>, backed by a brand-new marketing strategy. The \u201cLet\u2019s Play UK\u201d campaign was designed to speak to families<\/strong>; democratising sport, going beyond performance and showing the fun side by, quite literally, bringing sporting goods to life.<\/p>\n\n\n\n

    The campaign was created by Decathlon\u2019s newly appointed agencies Forever Beta and Goodstuff. <\/strong>Following an informal pitch <\/strong>in January, Goodstuff earned the media planning and buying business<\/strong>, while Forever Beta became creative and strategic lead <\/strong>following a five-way pitch in February.<\/p>\n\n\n\n

    The creative features various pieces of animated sports equipment, such as a bike and a tent breaking into song as the shop turns its light off, highlighting their desire to be used and emphasizing <\/strong>how much more sport can now be played as lockdown eases. The campaign features a re-imagining of Cyndi Lauper\u2019s iconic track \u201cGirls Just Want To Have Fun\u201d, \u201cSports Just Want To Have Fun\u201d, delivering a fun message <\/strong>the whole <\/strong>family can enjoy whilst <\/strong>building brand awareness<\/strong>. The work reflects the unique range of products <\/strong>that are available, which stands at over 45,000 items of sports clothing and equipment and more than 70 sports to discover in store.<\/p>\n\n\n\n

    Goodstuff handled the planning and buying of Decathlon\u2019s first ever ATL campaign <\/strong>with the aim of making sport accessible to families as lockdown eases and stores begin re-opening. They are testing a regional approach <\/strong>with their planning and the campaign launches on 24th April with an ITV deal <\/strong>across select regions <\/strong>and will run throughout summer 2021. The spot will launch during Alan Carr\u2019s Epic Gameshow<\/strong>. The campaign will be further supported by BVOD, OOH & YouTube.<\/strong><\/p>\n\n\n\n

    PR Agency One, Decathlon\u2019s retained PR agency of 3 years, led on the corporate brand story <\/strong>supporting the national Let\u2019s Play UK ad campaign<\/strong>. Communicating Europe\u2019s number one sports retailer\u2019s campaign to help reactivate the 83% of Brits who have had activity levels disrupted by Covid. Integrated PR specialists<\/strong>, PR Agency One, further amplified the Let\u2019s Play UK campaign by including integral campaign characters and tag lines into the core summer-long planned PR activity aimed at Decathlon\u2019s target audience of families, campers, sports enthusiasts and UK adults of all ages <\/strong>seeking to become more physically active and healthy.<\/p>\n\n\n\n

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    Understanding:<\/strong><\/p>\n\n\n\n

    1. What did Decathlon UK do as lockdown eased?<\/p>\n\n\n\n

    2. What agency was appointed for media planning and buying? What agency was appointed for creation?<\/p>\n\n\n\n

    3. What objectives (2) does the advertising message aim to achieve?<\/p>\n\n\n\n

    4. Who are they targeting? Where?<\/p>\n\n\n\n

    5. What media do they use?<\/p>\n\n\n\n

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