Decathlon begins Play it Smart campaign
By Derek Winkler
Athletic apparel company Decathlon has begun a Canadian campaign called “Play it Smart” that encourages consumers to choose affordable active lifestyle products. The effort is intended to depict the company’s products as accessible for all consumers while maintaining their quality. The campaign consists of billboard, radio and digital advertising, as well as in-store materials.
“At Decathlon, our mission is to make sports accessible to as many people as possible, even in difficult economic times,” said Philippe Gariépy, brand marketing manager at Decathlon Canada. “Sport brings so much to the physical and mental well-being, so we believe that it should never have to be sacrificed while the cost of living gets excessively high. That's why we produce our own products in order to offer quality products at the right price and plan to continue innovating in this sense.”