Decathlon launches ‘Dreamin’ ad to promote Buy Back scheme
- Friday, November 1st, 2024
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Decathlon has launched an international campaign to promote its Buy Back service.
Created by London-based agency AMV BBDO, the campaign highlights the initiative, allowing customers to return unwanted sports items for a voucher or cashback.
Titled ‘Dreamin,’ the campaign honours forgotten sports gear that often sits unused in homes. The ad encourages viewers to “give forgotten gear the life it dreams of.”
The film will also be broadcast across digital and online platforms in the UK, France, and Italy, with plans to reach additional EU markets by the end of 2024. 
Jack Smedley, creative director at AMV BBDO, said: “Without getting too philosophical, sports equipment is created with one fundamental purpose: to be used.
“The existential crisis faced by, for example, a pair of unloved skis pining for the mountain led us to an emotional way to communicate Decathlon’s innovative buyback offer.”
