Try First

Decathlon makes sport feel safe to start—while Google, TikTok, and Meta all push marketing toward clearer creatives, search-driven discovery, and frictionless lead capture.

Author

Javier García
December 13, 2025 • Estimated Reading Time: 5 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Decathlon – “Try First” (2025 Global Brand Campaign)

Decathlon’s “Try First” is built around a simple behavioural truth: most people don’t avoid sport because they hate it, but because they’re afraid to start badly. The ad shows first attempts that don’t go well at all: a woman falling on her first surf lesson, a man missing every shot at a padel court, a kid quitting a climbing wall halfway up. No music at first. Just awkward silence. Then we see each person trying again, smiling, improving slightly. The line lands at the end: “You don’t have to be good. You just have to try.”

Key marketing lessons

• Remove intimidation from the category: Decathlon positions sport as accessible, imperfect and human, lowering the barrier to entry.
• Celebrate beginnings, not mastery: By focusing on first tries, the brand speaks to the majority, not the elite minority.
• Awkwardness as authenticity: Showing failure builds trust and relatability in a way polished performance never can.
• Product relevance without product obsession: Gear appears naturally, used and abused, reinforcing value through real use.
• Align message with brand mission: Decathlon’s promise of “sport for everyone” is communicated through behaviour, not slogans.

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Weekly Tip

Context Shapes Meaning

The same message can feel powerful or irrelevant depending on where and how it’s seen. Context matters as much as content.

• Adapt your message to the platform and moment
• Consider what the audience has just seen before your content
• Frame ideas so they make sense in that specific environment

When message and context align, understanding feels effortless.

Weekly Challenge

One-Question Reel

This week, build engagement through curiosity:

• Record a short reel asking one thoughtful question related to your niche
• Pause briefly to let viewers think before the caption answers it
• Encourage replies in the comments
• Track whether question-led reels spark more conversation

Questions invite participation—and participation drives reach.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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