In 2019, Decathlon HK acknowledged the necessity of a transformation to establish a distinctive brand position within the highly competitive consumer sporting goods industry.
Decathlon's global mission statement of empowering people with sports, "Making Sports Accessible to the Many," although impactful, did not fully resonate with the Hong Kong market.
To establish a stronger connection with our unique target audience in Hong Kong, we have come up with the tagline: "Your Partner in Sports." This tagline embodies Decathlon's unwavering commitment to serving as a trusted companion throughout their sporting journey.
This tagline has become the core value of Decathlon HK and has been integrated into numerous campaigns, including the Central flagship Store Opening and the Women in Sports campaign.
"Suits Off • Gear Up!" - A call-to-action for all Central residents to embrace sports anytime, anywhere. Get ready, because the Decathlon flagship store is opening soon! Stay tuned for the grand opening of our Decathlon flagship store in Central, where we'll bring you the best in sports equipment, apparel, and everything you need. We are Your Partner In Sports!
Where real quotes from real people celebrate their unwavering commitment and remarkable achievements in sports. Throughout their sports journey, Decathlon has been their trusted Partner In Sports, providing the support they needed to succeed. Full stories were also curated for online viewing.
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