Decathlon runs with OMD China as media agency

Sports retailer Decathlon has appointed OMD China as its media agency. The agency will be responsible for integrated media planning and buying duties across traditional and digital channels. 

The agency won the account by displaying a strategic approach to deliver business results through digital and data-led expertise. With no incumbents previously on the account, OMD China beat out three other agencies to bag the account. 

“This appointment is a testament to OMD’s strategic approach and our emphasis on placing greater insights and capabilities at the heart of communications planning. Coupled with the calibre and passion of the team, we look forward to leveraging the best of our capabilities to drive direct and measurable business impact for Decathlon,” said Connie Chan, CEO of OMD China.

Heddy Yuan, chief marketing officer of Decathlon China, said, "Over the course of a rigorous selection process, OMD demonstrated their experience and passion for the sports category as well as their advanced strategic thinking with integrated group resources. I’m confident our partnership will result in our brand breaking through in a highly-competitive category and we look forward to work with OMD together for a new journey in the coming future." 

OMD China also said this appointment comes at the back of its recent wins including UNICEF, BHP and Thai snack company Taro. 

Earlier this year, Decathlon teamed up with the National Basketball Association (NBA) for a multi-year merchandising partnership, making Decathlon an official licensee of the NBA across Africa, Asia, Europe, the Middle East and Latin America. For Asia in particular, the partnership also covers Singapore, Hong Kong, Malaysia, Indonesia, Thailand, Australia and the Philippines.

The partnership features a dedicated range of NBA team and league-branded base layers, accessories and footwear designed by Decathlon and sold under its basketball brand Tarmak, which was created four years ago. Tarmak leader Damien Dezitter said both companies have a common objective to develop basketball worldwide. Hence, it was natural to partner up. At the same time, NBA EME director, global partnerships Steve Griffiths said Decathlon is a leader in sporting goods retail with a global footprint and the partnership will enable fans worldwide to access a range of merchandise.

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