Playgrounds to Podiums

Decathlon is a huge advocate for the power of sport and its benefits on physical, mental, and emotional well-being - whether you're an Olympic athlete or a school kid. With the Paris 2024 Olympic Games approaching, Decathlon aimed to inspire the next generation of athletes while reinforcing its mission to make sport accessible to all.

Our research uncovered that while 1 in 3 Australian kids dream of becoming Olympians, they play less than 5% of medal-winning sports, with cost being the biggest barrier.

So to help, we launched Playgrounds to Podiums, a nationwide initiative donating $100,000 of sporting equipment to Australian primary schools, ensuring more kids could discover their passion and pursue sport without financial barriers.

The campaign rolled out across earned, owned, and paid channels, maximising reach and engagement. This included TV and national news exclusives, hero video content production, in-store and email marketing, as well as social and influencer strategies.

The impact of Playgrounds to Podiums delivered both tangible community benefits and brand recognition for Decathlon: