The challenge
Details
Brandformance Marketing
Good Rebels
Year: 2021-2023
Decathlon aimed to reinforce its digital presence across a wide range of sports categories — from high-volume disciplines like soccer and yoga to more niche communities like bodybuilding or swimming. The objective was to define a scalable digital communication strategy and produce effective, tailored content to boost visibility and conversion in multiple digital environments.
Decathlon
My role
I oversaw the project as strategic lead and project manager — defining the overall communication approach, coordinating cross-functional teams, and ensuring consistency and performance across all channels and sports categories.
What we did
Cross-sport content strategy: We developed a unified strategy covering 22 different sports, each with its own audience dynamics, seasonal trends and content needs. The approach balanced brand consistency with sport-specific flexibility — ensuring every message felt relevant and actionable.
Full asset production: Created a complete suite of creative assets for multiple channels, including:
Static and video content for Instagram, TikTok and Pinterest
Display ads for programmatic, Google Display and Social: Social-first formats adapted to each platform's tone and audience. All assets were designed to be modular and scalable, enabling reuse across categories and markets.
Performance campaign execution: Planned, implemented and optimised paid media campaigns to promote products, collections and seasonal priorities. These campaigns were tightly integrated with the creative strategy to maximise ROI and conversion efficiency.
Results
Revenue YoY
+75%
+2.7M
+3.9
Sessions
Conversions
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