Global sports retailer Decathlon has partnered with World Cleanup Day for an awareness campaign which allows its customers to pay for sports gear rentals by collecting rubbish.
Devised in collaboration with creative agency AMV BBDO, ‘Rentals for Rubbish’ will allow customers to pay for renting bikes, paddleboards, camping gear by cleaning up their local area.
Forming part of the brand’s ongoing ‘Ready to Play?’ platform which rolled out earlier this year, participants will be asked to record their litter collection endeavours on the Planet Patrol app, before disposing of it either at home, or at a recycling facility.
“Sustainability and circularity are at the core of Decathlon’s mission, and ‘Rentals for Rubbish’ exemplifies our commitment to making sports more accessible while protecting the environment,” Decathlon global brand marketing leader, Izabella Angelova said.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“Alongside our rental services, we offer repair, buyback, and Second Life programs to extend product lifecycles and reduce waste. We’re exploring opportunities to expand this initiative globally next year as part of our ongoing sustainability efforts.”
AMV BBDO creative directors Jack Smedley and George Hackforth-Jones added: “Decathlon makes sporting equipment to be enjoyed in the great outdoors, but too often the spaces we play in are spoiled by litter.
“Rentals for Rubbish is all about reminding people that nature is everyone’s playground and it’s up to all of us to keep it clean.”
Through this initiative, Decathlon hopes to collect 5,000 pieces of litter within a two-week period in the UK alone, with a pop-up store opening in London on Saturday (21 September) to amplify the campaign’s launch.
