Accessible Sportswear Campaigns
Decathlon Launches the 'Play It Smart' Campaign in Canada
Because of cutting-edge garment technology and levels of performance, accessible sportswear pieces have traditionally been hard to come by and this presents a barrier for many consumers. Decathlon, however, seeks to change this and promote sport as a way to strengthen physical and mental health. Recently, the world-renowned sports brand launched the Play It Smart campaign in Canada. Decathlon solidifies its position and commitment to the Canadian market through this marketing strategy—which includes traditional, digital, and in-store media. Decathlon's presence is definitely growing in the country, with various store openings expected in Quebec, Calgary, Ontario, and British Columbia. Decathlon's budget-friendly and accessible sportswear will definitely be of interest to Canadians who are experiencing challenging economic times, much like the rest of the world.
Trend Themes
1. Accessible Sportswear - Accessibility in sportswear is a disruptive opportunity for brands to cater to a larger consumer base.
2. Cutting-edge Garment Technology - Investment in advanced garment technology can lead to the creation of high-performing and accessible sportswear.
3. Digital Marketing Strategy - Integrating traditional and digital media within marketing strategies can help promote brand awareness and increase consumer engagement.
Industry Implications
1. Sportswear - The sportswear industry can benefit from investing in advanced garment technology to create accessible and high-performing sportswear.
2. Retail - Retail companies can enhance their response to economic challenges by offering budget-friendly sportswear options that cater to a larger consumer base.
3. Marketing - Marketing companies have an opportunity to create integrated marketing strategies that utilize traditional and digital media to promote brand awareness and engagement.