Challenge
Decathlon aimed to position its cycling category as a premium offering within its broader product lineup, distinguishing it from other categories like hiking and camping. The challenge was to elevate the perception of cycling products without introducing a premium price point, ensuring the brand remained accessible to its core customers.

Solution
To achieve this, we developed a dedicated microsite within the Decathlon website that featured a distinct and elevated design tailored for the cycling category. This premium look emphasized quality, innovation, and performance while remaining aligned with Decathlon’s branding. We also created specialized landing pages and premium Product Detail Pages (PDPs) with clean layouts, engaging visuals, and detailed product storytelling to highlight the value and technical features of the cycling line. Additionally, we designed digital ads and social assets to drive traffic and amplify the campaign, ensuring a cohesive and impactful experience across all touchpoints.

Result
The refreshed digital experience successfully set Decathlon Cycling apart, driving greater visibility and customer engagement within the category. The microsite and premium PDPs elevated the brand’s perception, positioning cycling as a high-performance yet accessible choice. This strategic distinction helped reinforce Decathlon’s ability to offer premium quality without the premium price, strengthening trust and appeal among cycling enthusiasts.