Decathlon HK empowers marathon runners with gear and community spirit

With the Hong Kong Marathon just around the corner this Sunday (18 January), Decathlon has launched a campaign to empower participants and introduce its KIPRUN running brand to the local market.

Running throughout January, the campaign follows KIPRUN's global tagline, “More runs, more life.” Done in collaboration with media agency Havas Hong Kong, it targets all runners participating in the Hong Kong Marathon and subsequent races.

A spokesperson from Decathlon told MARKETING-INTERACTIVE that the campaign aims to firmly establish KIPRUN as a standalone performance brand. Launching during peak marathon season allows the brand to demonstrate its “race-ready” gear at the time when runners need it most.

The campaign is divided into two phases. It kicks off with out-of-home (OOH) advertising at bus shelters in Tsim Sha Tsui, aligning with the marathon to promote Decathlon’s running gear, last-minute accessories, and nutrition products available both in-store and online. The slogan, "The journey matters," serves to remind every runner that their hard work is already a success before the starting gun even goes off.

Also, for runners picking up their bibs in Kai Tak from 14 to 17 January, Decathlon members can receive a free pack of energy gel with any purchase by presenting their Marathon Runner Bib.

The second phase of the campaign will launch Decathlon’s latest recovery run shoes, KIPRIDE MAX, immediately after the race. The brand will invite select media members to test the shoes and encourage general runners to join its community run, aiming to create word of mouth.

In terms of the measurement of return on investment, the spokesperson said, while sales growth is important, our primary KPI is seeing KIPRUN on the feet of serious marathoners at the start line. When core runners choose KIPRUN for their most important race of the year, that is the ultimate Return on Investment for our technology and innovation.

Matthew Li, head of brand and marketing, Decathlon Hong Kong, said: “We understand the discipline it takes to train in Hong Kong. For us, true victory lies in that resilience, not just the podium. KIPRUN is here to be a reliable partner for every local runner—celebrating their grit with cheering messages along the route, while providing the professional gear and recovery tools to support every step of their journey. We've got your back!”

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Holding this Sunday, the annual Hong Kong Marathon is sponsored by Standard Chartered. The race features three categories: 10 km, half-marathon and the full marathon. This year, the Youth Run will be included in the Hong Kong Marathon Expo to immerse young people in the marathon spirit.

According to the organiser, among the 74,000 participants expected this year, about 25% will be non-locals, setting a new record.

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