Decathlon Bulgaria’s portfolio of products isn’t well communicated locally and is mostly perceived as a reseller of affordable sporting goods by unpretentious brands. This undervalues Decathlon in the eye of the consumer and lacks clarity whether it targets professional athletes or amateurs.
Bulgarians rarely do sports in the office and even more rarely use sports equipment. On the other hand they regularly express desire such equipment to be provided by the management of the company that they work for. According to a Decathlon internal research punching bags were in the top 2 of the most desired sports equipment by office employees. So we saw an opportunity to reach our target at their workplace, and gave them a punching bag… with a catch.