Decathlon Malaysia brings winter in-store with a -5°C activation

Decathlon Malaysia is bringing sub-zero temperatures to its stores, with dedicated winter experience zones that let shoppers test cold-weather gear in temperatures as low as -5°C.

The experience is designed for Malaysians preparing for year-end holidays to colder destinations, allowing them to try winter essentials such as base layers and thermal jackets before deciding what to buy.

The zones opened at Decathlon Shah Alam, Batu Kawan and Toppen on 7 October, followed by outlets in Bandar Sri Damansara and Petaling Jaya on 10 October.

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Beyond the in-store experience, Decathlon Malaysia is amplifying the activation through a social media campaign featuring videos published on its location-specific Instagram accounts. The videos promote the winter zones at individual outlets, directing shoppers to experience the facilities in person.

The sports retailer has also collaborated with media outlets and influencers to build awareness of the activation and its winter product range.

The experience is accompanied by a promotional push across winter essentials, including jackets and warm footwear, under the tagline “Stop shivering and start smiling”.

By allowing shoppers to experience colder conditions before purchasing winter gear, Decathlon is bringing product testing into the retail environment to help customers make more informed choices. This is particularly relevant in Malaysia, where shoppers may have limited opportunities to assess how winter clothing performs in cold temperatures before travelling.

A+M has reached out to Decathlon Malaysia for more information.

Decathlon first entered Malaysia in May 2016, with A+M reporting that year that it planned to open up to 60 stores in the country within a decade. Its planned flagship at 118 Mall in Kuala Lumpur would bring its Malaysian footprint to 35 locations, according to the brand’s store locator.

The activation follows a similar initiative by Decathlon Singapore earlier this year. Under its “#Winterproof” campaign, the retailer introduced immersive “Winter[proof] capsules”, featuring walk-in fitting rooms cooled to -15°C. The spaces allowed shoppers to test Decathlon’s winter gear in cold conditions before travelling to destinations with colder climates.

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