Reaching a niche audience with a broad brand, and making it feel like a perfect fit.
Rather than sponsor traditional clubs, Decathlon targeted a younger, more digital-native football audience. The challenge: translating this strategy into a content and activation approach that respects both the league’s identity and Decathlon’s brand voice. That meant working across multiple touchpoints - from awareness to product, from content to community
We built a multi-channel activation strategy that combined storytelling, product integration and platform relevance.
We developed a season-wide content strategy across all key platforms: Instagram, TikTok, YouTube and Twitch - built to tell a consistent story, drive product relevance and support sales. The goal: connect Decathlon’s football brands with the Icon League audience, in content and commerce alike. On YouTube, we produced a documentary-style series. Instagram carried the seasonal storyline through high-quality posts, designed to match Decathlon’s visual Identity while fitting the Icon League’s tone. On TikTok, we created football-native, trend-based content. Twitch focused on community activation with giveaways and live interactions. At the same time, we produced product photography and campaign visuals tailored for e-commerce, in-store (POS) and online touchpoints. Overall, we accompanied the partnership across all digital channels through content, product integration, and community activation.
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(2016-25©)
