Decathlon Hong Kong has launched a new brand campaign to ignite HongKongers' passion for sports through introducing its brand origin and demonstrating its enthusiasm in product development.
The campaign comes with a tagline "PASSION IGNITES PASSIONS FOR SPORTS" (熱誠 激發運動熱情) that targets HongKongers of different sport levels. Decathlon aims to bring out the message that, as a brand that was founded in France in 1976, it has been dedicated to innovating sports gear that meets users' needs and expectations.
In a conversation with MARKETING-INTERACTIVE, Decathlon Hong Kong said that while the brand strives to sustainably make the pleasure and benefits of sport accessible to the many, the initiative delivers the message through different angles including its French brand origin, the passion it put behind developing high quality products and its passionate teammates.
Done in collaboration with creative agency The Right Side and media agency Assembly, the campaign features a few individuals looking for a kettlebell with adjustable weights, a jacket that adapts to any weather, a pair of swim goggles with wide field of vision, a basketball with a great touch, and Decathlon HK wishes to create high quality sports products that fit their needs and to help them enjoy sports.
Decathlon HK said the campaign is just a beginning of a long-term project. It is promoted via digital means, media partnerships, social media such as Instagram, Facebook and YouTube, digital out-of-home (DOOH), as well as Decathlon Hong Kong’s online and offline stores.
"Through this campaign, we would like to re-introduce ourselves even though Decathlon has entered the Hong Kong market for six years, because there were many misconceptions about the brand and it's an important step for us to let HongKongers know who we are, and continue to build ourselves to be their trustful and beloved partner in sports," said Matthew Li, head of brand and marketing, Decathlon Hong Kong.
Back in February, Decathlon Hong Kong launched a fitness campaign to encourage HongKongers to take part in sports and fitness enthusiasts to “strive for the finest”. Inspired by the usual practice of sports users or fitness trainers, the campaign was built on their continuous effort to improve. The campaign aimed to move people through the wonders of sports and support HongKongers to participate in and celebrate sports.
Decathlon Hong Kong said that the initiative hoped to enhance HongKongers' perception of its products through omni communications with leveraging its fitness sport and its technical, innovative, accessible products, and to boost the momentum of its business by increasing the brand's digital and offline presence in the Hong Kong sports market.
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