Decathlon x SportsBox
How do you build brand awareness and acquire customers in a market where you have no physical stores? To accelerate Decathlon's presence in Queensland ahead of future potential retail expansion, I led a strategic partnership with SportsBox Australia, transforming public parks into interactive brand touch points.
Through a network of smart lockers stocked with Decathlon equipment, we delivered free access to sport, created a highly cost-effective media channel, and introduced thousands of Queenslanders to the brand through meaningful product experiences rather than traditional advertising.
PR & Media
Project Management
Branding
Strategy
PR & Media Project Management Branding Strategy
The Context
Queensland represented one of Decathlon Australia's largest untapped growth opportunities. Despite having no physical retail presence and no planned store openings in the short term, customer demand was evident through strong e-commerce sales, frequent requests for local stores, and growing organic brand awareness across the state.
The opportunity was further supported by participation data showing Queensland's strong connection to sport and outdoor recreation. Queensland Government research found that 75% of adults participate in sport, exercise or recreation annually, while 63% participate at least weekly. Additionally, our first party data commissioned for the program found that cost was also one of the biggest barriers preventing children and families from participating in more sport and physical activity.
The challenge was clear: establish a meaningful presence in Queensland, drive awareness and online acquisition, and support Decathlon's mission of making sport accessible to the many - all without the cost, time and complexity of opening physical stores.
The Insight
Traditional media would generate awareness, but it wouldn't allow consumers to experience the quality of Decathlon products firsthand, and it was too expensive for our budget to be able to expand market share into a new territory.
At the same time, families were facing increasing cost-of-living pressures, while local councils were investing in initiatives that encouraged active, healthy communities.
The strongest opportunity sat at the intersection of these needs: create free access to sport, remove barriers to participation, and allow consumers to trial Decathlon products in the environments they were designed for.
Our partners at Sportsbox were looking for a supplier for sporting goods, as well as businesses looking to advertise on these lockers for revenue to cover their costs - we negotiated to be the exclusive partner for both of these. I was responsible for creating and managing this partnership, along with the campaign for launching the project.
The Execution
Together Decathlon and SportsBox rolled out 25 branded locations across Queensland, stocking lockers with Decathlon products tailored to local sporting facilities and community needs. Equipment included basketballs, footballs, volleyballs, pickleball equipment and other sporting goods that could be borrowed free of charge.
The lockers functioned as more than equipment-sharing stations. They became permanent branded touch points or “mini billboards” within high-traffic community spaces, providing continuous exposure to families, active consumers and outdoor enthusiasts.
To support launch activity, I led the communications strategy, combining our first party research, earned media, PR storytelling and social content to position the partnership around accessibility, wellbeing and community impact.
The Impact
Established Decathlon's first large-scale physical brand presence across Queensland without opening a store.
Rolled out 25 branded locations across key sporting communities which we then retargeted online, seeing a ROAS of 11x.
Secured national earned media coverage including television, radio, online publications and social media.
Featured on The Today Show breakfast during launch week.
Generated more than 49 million earned media impressions.
Delivered a three-year brand awareness platform at an efficient cost (lower than a single month of traditional billboard advertising.)
Created an ongoing customer acquisition channel and a remarketing strategy to support eCommerce growth in a key sporting area.
Supported community wellbeing by removing barriers to participation and providing free access to sport.
Allow customers to touch and feel the quality of the product, helping elevate the brand perception and grow trust in our products.
The partnership launched in November 2025 and remains active as part of a three-year strategic agreement, with long-term brand, engagement, and acquisition outcomes continuing to be measured.