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Decathlon attracts athletes to the Gropius Passagen

Key Facts

  • Advertising banner on the bridge for the store opening
  • Use of additional advertising media
  • Large selection of sports articles on 1600 squaremeters

An outstanding performance in lofty heights: this is the best way to describe the advertising campaign of the sporting goods specialist Decathlon on the occasion of the shop opening in the Gropius Passagen. When it moved into Berlin’s largest mall, the French manufacturer caused a stir with a large-scale banner. For over two weeks, the banner drew the attention of passers-by to the new addition to the popular shopping centre from the impressive glass pedestrian bridge over Johannisthaler Chaussee.

Large range presented in an attractive way

With clothing and accessories for more than 100 different sports, Decathlon’s range makes the heart of every sports enthusiast beat faster: from A for American football to Z for Zumba – the company, established in 1976, offers the right equipment. Customers will find an almost inexhaustible selection in 1,500 shops around the world. A large part of the range consists of the high-quality in-house brands.

Such a variety of products naturally requires a lot of space. That is why the brand moved into a particularly spacious shop in the Gropius Passagen. The approximately ten million visitors who stroll through the impressive arcades every year can expect a true sports paradise on 1,600 square metres in the store. Just the thing for fitness fans in search of trends and inspiration. Experienced sales assistants help beginners and professionals choose the right gear.

Comprehensive presentation online and offline

To ensure that as many customers as possible are aware of new brands and exclusive promotions, the eye-catching bridge is not the only advertising medium available in the centre: Lift stickers, door and floor stickers, digital signage as well as numerous centrally located promotion and retail spaces offer a variety of possibilities to leave a lasting impression. Especially the stylish atrium in the heart of the centre offers the ideal backdrop for attention-grabbing campaigns. Of course, these can also be advertised digitally via the centre’s homepage. Decathlon also used social media to attract even more visitors.

Of course, such attention-grabbing advertising and promotional opportunities are also available to other retailers and brands. In the Gropius Passagen, you are sure to attract the attention of your target group, whether it’s events for product presentations, pop-up stores or stands for brand staging.

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