Sporting goods retailer Decathlon has appointed London-based Fifty as its UK media agency following a non-competitive pitch process, taking over from Goodstuff.
The tech-focused agency harnesses AI to drive optimal media planning and buying and will now be entrusted with leading the retailer’s UK integrated media strategy across all of its media and channels.
As part of the pitch process, Fifty used its AI expertise to seek out growth audiences for Decathlon-owned cycling brand Van Rysel, developing a detailed plan on how to gain market share.
“[Fifty’s] capabilities perfectly align with our growth goals, with the AI platform showcasing how we can adapt to market trends quickly and more accurately,” Decathlon UK head of performance marketing, Oliver Simpson said.
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“Early on, the Fifty team showed us where we had opportunities to reach new audiences in key growth segments and, importantly, how to connect with them, an approach that will support long-term brand building and sustainable growth.”
The move comes just weeks after the French firm unveiled a new global brand identity called ‘Orbit’, developed by Wolf Ollins with a campaign by AMV BBDO.
Fifty CEO, Simon Shaw added: “Our AI-driven customer insight and media planning combined with deep understanding of the sports marketing landscape is a perfect fit for Decathlon UK. They have ambitious growth goals, which are the exact business challenges our tools are designed for and that our team enjoys working on.”
