An Innovative Concept in the Heart of the Capital

A Launch Focused on Proximity
Since February 3, 2021, Decathlon has established itself in Luxembourg. Located in the heart of the city, at the Royal Hamilius Center, this 630 m² Decathlon City marks a turning point for the brand in the Grand Duchy. To accompany this opening, the agency designed a cross-media campaign (radio, OOH and DOOH advertising, Internet) to effectively reach all target audiences. Several radio spots in French and Luxembourgish were aired, initially for the store opening and later for the launch of the website www.decathlon.lu.

A Stronger Online Presence
After the store opening, Decathlon launched its website, allowing Luxembourg residents to order online and have products delivered to their homes. To support this new step, the agency created a digital campaign featuring several ads visible at the bottom of the page to optimize the website’s visibility.

Images that Showcase Luxembourg
As part of this communication effort, Decathlon chose to highlight the beauty of Luxembourg’s landscapes. This decision was driven by a desire to present the Grand Duchy from a different perspective. Through a series of three spots produced by the agency, various sports are depicted in iconic and familiar locations for local residents. From athletics to cycling, each sport finds its playing field in a natural Luxembourgish setting, creating a truly local immersion.