Decathlon HK's new campaign encourages fitness lovers to 'strive for the finest'

Decathlon Hong Kong has launched a new 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 is built on their continuous effort to improve. The campaign aims to move people through the wonders of sports and support HongKongers to participate in and celebrate sports.

Decathlon Hong Kong told MARKETING-INTERACTIVE that the initiative hopes 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.

Created with Mediabrands Content Studio, the campaign will be running until 16 March. The campaign videos come with a tagline "STRIVE FOR THE FINEST" (精準，更精進) that resonates with the core belief of Decathlon's target audience - doing exercises with correct forms, accurate angles and appropriate equipment, they can enjoy better progress. There are four campaign videos and a series of informative content to encourage fitness lovers to work out in better ways.

One of the videos also features a number of fitness lovers of different levels, weightlifting and trying their best to reach beyond their limit, and to strive for the finest.

In terms of medium of promotion, the campaign will be featured on TV screens, window displays, entrance area displays and POP in eight Decathlon stores, eCommerce website, Decathlon app, EDM, social media platforms and online paid ads. 

Don't miss: Decathlon SG shows how far a small gift can go in transforming lives

Mathilde Lefoulon, fitness sports market leader, Decathlon, said: "This campaign is definitely resonating with our conception team in France and the effort they put in innovating to always give the best for our sport users. Usage is at the centre of their mind and we wish people to be able to try these products thanks to this campaign. We also want to keep our equipment accessible so it allows everyone to get into shape whatever their initial level or means. HongKongers need convenience and smart design so we wish to help them find the best Fitness gear. 

Most recently, Decathlon launched a campaign to encourage Singaporeans to give each other the gift of sport in the festive season. Done in partnership with The Secret Little Agency (TSLA), the campaign features a 45 second film that celebrates all the wonderful, limitless possibilities that you open someone up to, when you gift them the gift of sport from Decathlon.

From a young girl who was gifted a bike and who formed a bike girl crew to cycle around the neighborhood with, to someone who was gifted a pair of swimming goggles and who went on to win medals in competitions, the heart-felt video highlights that there is no limit to where the simple gift of sport can take you.

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