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

This is the story of how Decathlon became the most loved, visited and purchased-from sports brand in Singapore, in 2021. “The first rule is play”, its first ever brand campaign, helped it to leapfrog sports’ two biggest players in mental availability even in a year when they were supposed to completely dominate attention with their elite sponsored athletes at the Olympics and Euros. In so doing, it drove sales growth exceeding theirs. Impossible, as they say, is nothing – Decathlon just did it.