There was a time when sports gear was bought only by the rich. It was expensive and not easily available. People have given up playing sports in many parts of the world, not even as a hobby. In the 1970s, Michel in France was a sports lover and always faced difficulties buying sports gear. That one idea has changed everything in the entire sports industry.
Michel always wanted all the sports gear accessible to everyone. So he left his job and started a small sports store. Initially it was extremely difficult and eventually started growing slowly. He named it Decathlon, which was inspired by athletes. As it was growing, instead of using other’s products, Michel started manufacturing his own products with new designs and quality.
The marketing strategies which made the decathlon brand a sports leader.
* Decathlon gave a unique and crazy experience to feel, enjoy and play. when you feel it, you buy it. They created play zones to use their products and to feel the experience. Many customers have started coming to decathlon as a holiday.
* All types of sports goods were available, from cycling, football, basketball, hiking equipment, cricket, everything was available. It was like a wholesale product store for sports.
* The price was lower than other brands when a high-quality and established brand was giving a T-shirt worth 2000, and at the same time, Decathlon was selling at just 400 to 700, which was affordable for all middle-class customers. It increased great footfall and interest in sports for many.
* They hired the staff who were already professional players. Every store has normal employees. When you see a professional guiding you about the products, which gave positive response from customers to use it.
* Instead of investing massive amounts of wealth in advertising and celebrities, Decathlon smartly used those funds in pricing the products at lower prices. Their marketing happens with word of mouth and social media stories of playing in the play zone by the customers.
* They reached out to college campuses and conducted events on the streets and encouraged people to play and have healthy lifestyles.
Decathlon has become one of the top sports brands, capturing middle-class audiences and sports enthusiasts. Today they have 1700 stores across the world and a presence in 82 countries. Creating a silent revolution in the sports industry and creating influence sports in people with quality sports gear.
