Franchir is adding a major player to its client roster, with Decathlon Canada entrusting the Montreal-based agency with a series of mandates designed to bring its brand universe to life among local sports communities through experiential events and influencer marketing.
The new collaboration kicked off with Van Rysel, the high-performance cycling brand available at Decathlon, among other retailers. Franchir designed and produced an event bringing together partners, media and influential members of the cycling community to discover the brand’s latest innovations and technical expertise. Specialized content will also be shared across social media platforms in the coming weeks.
The partnership will expand further this fall as Franchir supports Decathlon with the opening of its new Saint-Bruno location, scheduled for November. For the occasion, the team is designing and producing a large-scale experiential activation in the form of a full-fledged village, created to turn the opening into a true community gathering. Two dedicated moments for content creators will also be incorporated into the experience.
“Decathlon is a company that naturally lends itself to the way we approach experiential events: creating experiences that invite people to participate, try, discover and, most importantly, genuinely connect with a brand. For these projects, we have the opportunity to build very different activations that share the same goal: creating meaningful connections and bringing the brand experience to life in a tangible way,” said Mireille Azema, Managing Director of Franchir.
For Decathlon, the collaboration reflects its commitment to creating experiences that extend beyond the walls of its stores and bring the company closer to the communities it serves.
“We want each of our store openings and activations to be an opportunity to get people moving and help them discover sport by making it more accessible. Franchir’s expertise and understanding of the Quebec market make the agency a natural partner to help us deliver on this ambition,” said Marie-Lou Blais, Director of Communications and Marketing, Decathlon Canada.
Expertise That Comes to Life on the Ground
These new projects further strengthen Franchir’s experiential portfolio and demonstrate the agency’s ability to create brand experiences ranging from targeted activations for specialized communities to large-scale consumer events.
By combining strategy, creativity and on-the-ground experience, Franchir aims to create moments for Decathlon that foster meaningful connections, engagement and visibility.
