Decathlon urged to reissue vintage tracksuits by Twitter followers
French sport retailer Decathlon is particularly adept at engaging customers in social media conversations, often with a quirky tone. At the end of August, it published on Twitter a series of visuals from its 1985 product catalogue, immediately catching its followers’ attention. The thick fleece tracksuit bottoms and hoodies, sporting a ubiquitous Decathlon logo, oddly echoed sportswear’s current passion for 1980s and 1990s models, as exemplified by labels like Fila.
This nod to vintage sportswear may well have come to nothing but for a Decathlon follower who asked the retailer what they had to do to get hold of this collection. Decathlon’s reply was that, if it could achieve 10,000 retweets, it was prepared to reissue a limited edition of the tracksuit, sold at the time at 135 French francs. In less than four hours, Decathlon hit 13,000 retweets. Caught out at its own game, whether deliberate or not, the sport retailer tweeted that “This will perhaps take some time, but we are going to be true to our word and do it.” Indeed, Decathlon fans will be watching out for the reintroduction of this vintage tracksuits.
According to a 2018 ranking by consultants OC&C, Decathlon is France’s favourite sport retailer, and it regularly stands out for its lively social media activity. Especially when it goes for humour, as it did at the start of the year, when Decathlon tweeted its stores had noticed an increase in riding whips sales (at the time of the French release of the ‘Fifty Shades Darker’ movie), or when its outdoor brand Quechua remarked to Kanye West it had been selling pretty much the same shoes as his for 20 years, and suggested a collaboration.
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