Decathlon is coming to Rotterdam. Making sports accessible for everyone in town, whatever your favorite sport is. That’s why for the opening campaign Decathlon reached out to local amateur athletes to represent their city by starring in the creative work. Three local amateur athletes were selected and portrayed in iconic spots in Rotterdam.
This local-centric approach didn’t mean Decathlon played it on the low. With huge outdoor statement-ads, Decathlon put the athletes on a pedestal. In addition, Decathlon literally brought sports to town with different pop-up sports courts that emerged throughout the city. Instantly becoming the talk of the town, and thereby quickly becoming ‘part of the city’.