Decathlon UK taps Fifty AI powered audience insights technology as retailer inks media agency partner deal

Decathlon UK has announced Fifty as its media agency partner in a deal that will see the sports retailer utilise AI powered audience insights technology.

Fifty will be responsible for developing and executing its integrated media strategy across all media and channels.

“We're thrilled to partner with Fifty," says Oliver Simpson, Head of Performance Marketing at Decathlon UK.

“Their capabilities perfectly align with our growth goals, with the AI platform showcasing how we can adapt to market trends quickly and more accurately.”

“Early on the Fifty team showed us where we had opportunities to reach new audiences in key growth segments and importantly how to connect with them, an approach that will support long-term brand building and sustainable growth.”

Fifty leverages AI to optimise campaign performance across all channels, with the aim of ensuring maximum reach and impact for Decathlon's budget.

It also taps data and analytics to build targeted campaigns that are optimised daily as it creates customer journeys across all touchpoints, from social campaigns to data driven DOOH.

“We are incredibly excited to partner with Decathlon UK, a brand that shares our passion for sport and adventure activities,” says Simon Shaw, CEO at Fifty.

“Our AI driven customer insight and media planning combined with deep understanding of the sports marketing landscape, is a perfect fit for Decathlon UK. They have ambitious growth goals, which are the exact business challenges our tools are designed for and that our team enjoys working on.”