Decathlon UK appoints Fifty media agency to drive AI-driven promos

By

Nigel TAYLOR

Published
Apr 16, 2024

Expect a big upturn in AI-driven media promotions from Decathlon UK. The sportswear retailer has partnered with tech-driven agency Fifty to handle its media planning and output across all the brand’s omnichannel pathways.

The partnership will see the agency develop opportunities “to reach new audiences in key growth segments and importantly how to connect with them, an approach that will support long-term brand building and sustainable growth,” Oliver Simpson, head of performance marketing at Decathlon UK, said.

He added: “[Fifty’s] capabilities perfectly align with our growth goals, with the AI platform showcasing how we can adapt to market trends quickly and more accurately.”

While also “ensuring maximum reach and impact for Decathlon's budget”, the agency will tap data and analytics “to build targeted campaigns that are optimised daily as it creates customer journeys across all touchpoints” from social campaigns to data driven DOOH, Decathlon also said.

Simon Shaw, CEO of Fifty, added: “Our AI-driven customer insight and media planning combined with deep understanding of the sports marketing landscape, is a perfect fit for Decathlon UK. They have ambitious growth goals, which are the exact business challenges our tools are designed for and that our team enjoys working on.”