Decathlon: Let’s Play UK

As lockdown eases and stores begin re-opening, sporting retailer Decathlon is launching its first-ever integrated campaign, backed by a brand-new marketing strategy. The 'Let’s Play UK' campaign was designed to speak to families; democratising sport, going beyond performance and showing the fun side by, quite literally, bringing sporting goods to life. The campaign was created by Decathlon’s newly appointed agencies Forever Beta and Goodstuff. Following an informal pitch in January, Goodstuff earned the media planning and buying business, while Forever Beta became creative and strategic lead following a five-way pitch in February. 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 emphasising how much more sport can now be played as lockdown eases. The campaign features a re-imagining of Cyndi Lauper’s iconic track 'Girls Just Want To Have Fun', 'Sports Just Want To Have Fun', delivering a fun message the whole family can enjoy whilst building brand awareness. The work reflects the unique range of products that are available, which stands at over 45,000 items of sports clothing and equipment and more than 70 sports to discover in store. Goodstuff handled the planning and buying of Decathlon’s first ever ATL campaign with the aim of making sport accessible to families as lockdown eases and stores begin re-opening. They are testing a regional approach with their planning and the campaign launches on 24th April with an ITV deal across select regions and will run throughout summer 2021. The spot will launch during Alan Carr’s Epic Gameshow. The campaign will be further supported by BVOD, OOH & YouTube.