Decathlon UK Selects Fifty as Media Agency Partner to Fuel Growth with AI-Driven Strategies

Written by
Fifty Team

09 Apr, 2024

Leading sports retailer Decathlon UK, has announced Fifty as its new technology-led media agency partner. Fifty, known for its AI-driven media planning and buying, and for powering some of the UK’s fastest growing brands, will be responsible for developing and executing Decathlon UK’s integrated media strategy across all media and channels.

We're thrilled to partner with Fifty," said 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.”

As Decathlon’s omnichannel media agency partner, Fifty will be delivering media planning and buying of media in the UK. Decathlon UK chose Fifty for its:

  • AI-powered media planning: Fifty leverages cutting-edge artificial intelligence to optimise campaign performance across all channels, ensuring maximum reach and impact for Decathlon's budget.

  • Constant optimisation: Fifty goes beyond AI, also utilising in-depth data and analytics to build targeted campaigns that are optimised daily .

  • Performance marketing expertise: Fifty has a proven track record of success in driving sales and conversions for clients in the sports industry.

  • Omnichannel experience: Fifty creates seamless 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,” said Simon Shaw, CEO of 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.”,

About Decathlon UK
Decathlon, a world leader in sporting goods, offers a wide range of products and services designed to make sport accessible for everyone, regardless of age, level or budget. With its philosophy of "making the pleasure of sport accessible to the many," Decathlon offers over 70 sports under one roof, with its own brands and partner brands, at unbeatable prices.

About Fifty
Fifty is a global technology-led agency that leverages AI and data to unlock powerful media strategies. Their OmniAudience AI tool builds a deep understanding of brands’ audiences, identifies the best channels to reach them and activates targeted campaigns for maximised impact. The speed and depth of campaign measurement within the platform allows for daily creative and media optimisation as campaigns run - all while prioritising privacy.

To find out more, please reach out to Storm, at

Touchdown! Uncovering the Fans of the Six Nations Championship

A deep dive into the audiences tuning into this year’s legendary Rugby tournament.

Related Articles

Running the Distance: How Runna and Russ Cook are Changing the Game

On April 7th, Russ Cook finished running the entire length of Africa.

A powerful team: Fifty & Juice announce new partnership

Fifty and Juice have teamed up to provide startups and challenger brands with a comprehensive growth solution like no other.

Fifty Journeys: Grig

Meet our Senior Software Engineer, Grig!

Touchdown! Uncovering the Fans of the Six Nations Championship

A deep dive into the audiences tuning into this year’s legendary Rugby tournament.

Wrapping Up 2023 with 13 Awards Shortlisted

Fifty is Shortlisted for a Total of 13 Different Awards Throughout 2023

Ending the Year with a Big Win at the Growing Business Awards

Fifty wins B2B Business of the Year: Medium at the 2023 Growing Business Awards

Fifty’s Campaign Wins Best Use of Data at the Business and Tech Awards

Our Red Roses & The World Cup campaign named a winner at the Business and Tech Awards.