# Accessible Sportswear Campaigns Decathlon Launches the 'Play It Smart' Campaign in Canada By Kalin Ned | Published 2023-06-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/accessible-sportswear References: [newswire](https://www.newswire.ca/news-releases/decathlon-is-encouraging-canadians-to-play-it-smart-with-affordable-active-lifestyle-products-821713977.html) & [decathlon](http://www.decathlon.ca)  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](https://www.trendhunter.com/trends/sports-retail-strategy), 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](https://www.trendhunter.com/trends/power-play-shake) It [Smart](https://www.trendhunter.com/trends/smart-fit-method) 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. Image Credit: Decathlon ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 6% | Activity: 20% | Freshness: 16% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Accessible Sportswear:** Accessibility in sportswear is a disruptive opportunity for brands to cater to a larger consumer base. - **Cutting-edge Garment Technology:** Investment in advanced garment technology can lead to the creation of high-performing and accessible sportswear. - **Digital Marketing Strategy:** Integrating traditional and digital media within marketing strategies can help promote brand awareness and increase consumer engagement. ### Who This Affects Most - **Sportswear:** The sportswear industry can benefit from investing in advanced garment technology to create accessible and high-performing sportswear. - **Retail:** Retail companies can enhance their response to economic challenges by offering budget-friendly sportswear options that cater to a larger consumer base. - **Marketing:** Marketing companies have an opportunity to create integrated marketing strategies that utilize traditional and digital media to promote brand awareness and engagement. ## Related on Trend Hunter - [Updated Sports Retail Strategies](https://www.trendhunter.com/trends/sports-retail-strategy.md) - [Ability-Focused CSR Campaigns](https://www.trendhunter.com/trends/ability-signs.md) - [Purposeful Brand Transformations](https://www.trendhunter.com/trends/brand-identity-1.md) - [Activity Planner Contests](https://www.trendhunter.com/trends/make-time-for-sports.md) - [Diversity-Focused Fitness Campaigns](https://www.trendhunter.com/trends/united-we-sweat.md) - [Inclusive Marathon Campaigns](https://www.trendhunter.com/trends/runner-321.md) - [Active Lifestyle-Supporting Campaigns](https://www.trendhunter.com/trends/become-your-player.md) - [Paralympic Dual-Focused Promotional Campaigns](https://www.trendhunter.com/trends/canadian-paralympic-committees.md) - [Access-Focused Home Fitness Branding](https://www.trendhunter.com/trends/home-fitness.md)