Bringing together all disciplines from within Decathlon UK – HQ through to store – we conducted Spark, Sprint and Spot workshops to listen and ask the questions that would uncover where the common thread at the heart of the UK brand lay.
For brand cohesiveness, it was also critical that any strategy would ladder back to the French mothership brand to align with its stated global purpose:
“To sustainably make the pleasure and benefits of sports accessible to the many”.
We discovered that Teammates were highly motivated by this global mission, sharing these strong and open values. And, above all, that they were truly passionate about sport being for all.
It got us thinking about what was missing from the brand storytelling. Predominately product focussed, we saw there was a need to bring out the ‘why’ behind the reasons its Teammates got up to go to work.
We interpreted this as ‘accessibility’ and concluded that, within this, the brand had three dimensions: price, range but also attitude. It was this last component that we needed to evoke to help bring the brand to life – to make it mean something.
This connection was also evidenced in the feedback from customers and how they appreciated going into its non-judgemental environment. To know that they could explore, find what they want, that it would work, and critically that someone encouraging and knowledgeable was on hand to talk to them.