DECATHLON: TURNING GLOBAL BRAND POWER INTO LOYALTY THAT MOVES PEOPLE
Reactivating 30,000 customers by rewarding an active way of life
Our Sectors
Retail
Client
Decathlon
Solutions
Loyalty Programs
Location
Portugal
Overview
Decathlon is one of the world’s most trusted sports brands, with a global presence spanning more than 60 countries and millions of customers who live and breathe sport. Over five decades, Decathlon has built its reputation on the simple but powerful belief that sport should be accessible, inclusive, and part of daily life.
In Portugal, Decathlon wanted to channel this approach into something bigger than transactions. The brand wanted to create a loyalty program that felt authentic and meaningful to its customers – one that rewarded movement, wellbeing, and participation, not just spend.
The Challenge
Decathlon Portugal wanted to strengthen long-term relationships with customers by building a loyalty program that didn’t simply revolve around discounts or points. The goal was to create something that felt truly motivating and aligned with the core purpose of the brand.
But, the challenge lay in designing a program that could appeal to a broad and diverse customer base – from casual exercisers to committed athletes – while remaining simple, intuitive, and scalable nationwide. It also needed to re-engage inactive customers without relying on heavy price incentives.
Why TLC
Prior to the partnership, the Decathlon team carefully assessed several market solutions. What they found in TLC was a strong partner network and a reputation for seamless user experience and high-value experiential rewards.
Just as importantly, both companies shared a common vision of promoting wellness, movement, and an active lifestyle, making the partnership a natural fit.
The TLC Approach
TLC’s creative Clube Decathlon concept centred around the idea that the brand’s loyalty initiative should reward participation, not just purchases. Free to join and fully integrated into each customer’s Decathlon account, the program is easy to access through both the app and website as part of the everyday Decathlon experience. Each in-store or online purchase contributes, but so does staying active by recording sports sessions.
Engagement beyond shopping is also recognised, with points awarded for actions like writing product reviews, referring friends, or making more sustainable choices, including trading in used items. In this way, the program actively encourages more responsible behaviour overall, alongside sport.
Clube Decathlon was structured around four experience categories – Wellness, Adventure, Dining, and Sports – offering nationwide access to activities and moments designed for one or two people. From recovery and relaxation to exploration, movement, and shared experiences, every reward reinforced the idea that being active can enhance your life.
The platform experience was built to be seamless and mobile-first, encouraging repeat engagement and effortless redemption. This was supported by a full 360º launch strategy, with strong visibility across stores, social media, television, email marketing, and video. Each touchpoint reinforced Decathlon’s mantra of living better through sport.
The Results
The impact of Clube Decathlon was immediate and significant. In just two months, the platform attracted over 100,000 unique visits, with tens of thousands of vouchers redeemed across all experience categories. More importantly, 30,000 previously inactive customers re-engaged with the brand.
The supporting communication strategy amplified this success. Social media campaigns reached more than 3 million people, email marketing engaged over 800,000 contacts, and YouTube activation alone generated 1.6 million views. Today, Clube Decathlon stands as one of the largest loyalty programs in Portugal, with more than two million members and a strong foundation for future growth.
100k
Unique
Visits in two months
30k
Customers
Reactivated
2m+
Loyalty
Members
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