Your first move starts here

Spring is the moment people decide to start something. Decathlon wanted to be there when that decision happens.

Every year, millions of people think about picking up a new sport. Most of them never get past thinking. Not because they lack motivation, but because the choice itself feels overwhelming. For Decathlon, that hesitation was an opportunity.

The ambition was to design a loyalty activation that removes that first barrier — one that helps members find their sport, identifies them in the process, and gives them a reason to walk into a store with confidence.

Most people who want to start a sport don't know yet which one fits them. That uncertainty is exactly where the Move Finder begins.

In a few short interactions — swiping, choosing, sliding — members answer questions about what motivates them, what they enjoy and how they want to move. At the end, they receive a sport that fits them, practical tips to get started and a discount to take that first step in store or online.

The experience is built on a simple truth: people act when a choice feels personal. The Move Finder makes it personal.

The activation was built as a web based experience, playable on mobile and desktop, and connected directly to the Decathlon CRM. Every completed session ties to a member account, making identification and opt-ins directly measurable. Distribution ran through paid media, the Decathlon website and email.

The Move Finder turns a campaign moment into lasting member data. Every participant leaves behind a declared sport preference — a signal Decathlon can build on in every communication that follows.