Decathlon wanted to communicate to existing customers and prospects of all ages that sports gifts are the ones that last. Instead of running a campaign for a limited time, Decathlon designed an item that lasts all year long: the sportable gift wrap.

A gift wrap, reusable for sports. Not made out of paper, but with microfiber fabric - ideal for absorbing sweat during sports. Even the ribbon can be used for workouts, as a resistance band. Instead of being thrown away like millions of other gift wraps, this one encourages tons of sweat, not waste.

The sportable gift wrap was introduced in Decathlon’s new store in Brussels, in the weekend before Christmas, the busiest gift shopping days of all. One day later, gifts were placed under Christmas trees around the country.

Meanwhile, a video explaining the activation was spread via owned Decathlon channels, reaching 200 000 fans.

This was Decathlon Brussels City’s first Christmas weekend after opening. More than a thousand gifts were wrapped. The store's sales were 14% higher than expected.

on a PR level, the campaign was picked up by platforms like trendhunter, psfk, trendwatching.com and contagious, putting the brand forward as an innovator in the field of sustainability. It was widely shared on social media and generated an earned 3 million media impressions.

The many positive reactions inspired Decathlon to start rolling out the sportable gift wrap internationally in years to come.