Brand Awareness & Reputation Management Case Study: Decathlon

Brand Awareness & Reputation Management Case Study: Decathlon

Raising the reputation & brand awareness of Decathlon


Decathlon, one of the UK’s leading sports retailers appointed retail PR and consumer PR specialists  PR Agency One to handle its UK PR.

Decathlon required creative campaigns and an effective product press office strategy that would deliver its aim to grow its reputation as a brand. Another key objective was to support growth and establish Decathlon as a nationwide UK retailer and to use world class measurement and evaluation to track performance.


PR Agency One embarked on a campaign to grow the reputation as well as the awareness of the brand. They did this by securing high quality coverage with the UK’s leading titles in national, lifestyle, health and sport.

The agency designed campaigns to raise the profile of the retailer all year round, but with particular focus given to cycling and camping in summer and skii during the winter season.  Campaigns included the ‘beat the crowds’ staycation interactive map and The Power of Ten, interactive podcast series.

Furthermore, PR Agency One composed different product e-alerts that promoted Decathlon’s hero products. These e-alerts included Hiking and Trekking, Trail Running and Mountain Biking.


Each year PR Agency One secures thousands of pieces of press coverage as part of the brand awareness & reputation management campaign.

Coverage highlights regularly included:

  • The Guardian,
  • the i,
  • Daily Mirror,
  • Daily Star,
  • The Sun,
  • The Times,
  • Daily Express,
  • Daily Record and
  • The Independent
  • Broadcast coverage such as The One Show and Good Morning Britain.

Due to the specific targeting, the average domain authority of websites that featured the brand is currently running at 56.4.

Web analytics and advanced attribution techniques showed that PR drove sales.

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