The French sports group Decathlon wants to use a new umbrella brand strategy “Discover what moves you”, which is part of the strategic realignment of Decathlon Germany, to advance the transformation from a sports retailer to a sports platform and ultimately to become the top address for sporting goods in Germany.
“The new claim“ Discover what moves you ”allows the brand to be expanded emotionally and provides the framework for storytelling, which emphasizes sport and exercise as an important source of special experiences. Experience nature, adventure and community as well as discover your own potential – all of this is possible through sport. Decathlon is not only a provider of products and services, but also a source of inspiration and a buddy, ”says a Decathlon press release.
The focus here is on “discovering and experiencing sport”, through which Decathlon intends to further expand its brand awareness and sharpen the brand in the German market. Under the motto “Redesign the playing field”, the focus is on customer experiences, sustainability and partnerships.
“Our branches and our online shop 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 top address for sports products in Germany, ”explains Decathlon Germany CEO André Weinert in the press release.
In addition, the new brand narrative provides for storytelling across all channels, including digital channels, OOH, radio, TV and in the branches, and the recently launched first campaign “That will be my yes” is based on an optimistic start to the new year.
“The enthusiasm for sport with all its positive effects on body and soul is part of our DNA. We want to pass this emotion on to our customers even more clearly with our new umbrella brand strategy. At the same time, we want to give them more support in rediscovering their personal approach to sport and in achieving their individual goals, ”adds David Walker, Director Marketing & Communications at Decathlon Germany.
The focus is on sports such as fitness, running, winter sports and winter hiking and Decathlon was able to present itself as the main sponsor of the BMW IBU World Cup for the first time at the beginning of the 2021/2022 biathlon season.
Total sales are expected to grow to 2.5 billion euros by 2026, with almost 60 percent of this being generated via the digital business. The expansion plans of the sports group envisage 110 branches by 2026; So far it is represented in Germany with over 80 branches and around 5,000 employees.
In addition to families, children and young people and recreational athletes, Decathlon would like to attract more and more ambitious athletes.