This Black Friday, sporting goods giant Decathlon is offering its Canadian customers an active reason not to shop, through its Make Time for Sports/Faites place au sport initiative.
Decathlon is inviting people to schedule a sports activity for November 29th and add make.timeforsports@decathlon.com to the calendar invite. Participants who complete their activity can win sports gear worth approximately CAD 50, with 200 prizes up for grabs. The campaign takes a pointed stance against Black Friday's consumption frenzy. Rather than compete with doorbuster deals, Decathlon reinforces its founding principle of fair year-round pricing while promoting physical and mental wellbeing.
TREND BITE
As consumer fatigue with transactional retail intensifies, Decathlon demonstrates how brands can align commercial moments with purpose-driven action. The initiative taps into growing awareness that scheduled commitments — not just good intentions — drive behavior change, while offering a tangible alternative to Black Friday's psychological pressure.
By getting customers to block off time and rewarding participation over purchase, the campaign positions sport as a counterbalance to consumption culture. For brands seeking differentiation during peak retail periods, reframing the occasion around customer wellbeing rather than wallet share can create more lasting loyalty than any discount ever will.
