Decathlon Singapore

Jia Qin Leong, Social Media & Public Relations Lead
Hieu Pham Tran, Marketing and Communications Leader

Ogilvy Singapore Pte Ltd *Lead Agency

Nicolas Courant, Chief Creative Officer
Guilherme Camargos, Creative Director
Ria Ocampo, Associate Creative Director
Shanghao Chen, Senior Copywriter
Frederick Tong, Strategy Director
Phuc Nguyen, Business Director
Eleni Sardi, Group Account Director
Sheryl Seah, Account Executive

In 2021, back-to-back mega sporting events – Olympics and Euros – meant elite brands sponsoring elite athletes were all set to dominate attention. But Decathlon rewrote first its own playbook by planning a first-ever brand campaign. Then with “The first rule is play”, it rewrote the category’s: championing beginners and play instead of experts and performance. In so doing, it leapfrogged its two biggest competitors to become the most loved, visited and purchased-from sports brand, and driving growth exceeding theirs. Impossible, as they say, is nothing; Decathlon just did it.