Global sports retailer Decathlon has appointed CampaignLab as its Australian earned agency of record following a competitive pitch process, Mumbrella can reveal.

The agency will work with Decathlon to establish the role sports plays within Australians’ lives, and bring its new brand positioning to life across earned, social, influencers, content and events.

“There was a special chemistry as soon as we met CampaignLab. We loved their passion and the way they look at everything from a creative lens to drive results,” said Erin Eedy, campaigns and communications lead at Decathlon.

“They’re the perfect partners to help with our growth plans in Australia with impactful comms that inspire our community.”

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Andy Scales, founder and director of the agency, added: “Decathlon was on our dream client list. We love the brand and its focus on democratising sport. Our values really align.

“So we’re super excited to partner with them to expand on the new positioning and join the conversion in Australia.”

The agency recently hired Shaun Motu as business director – digital advertising to expand its digital advertising offering and integrated capabilities. He leads CampaignLab’s development and execution of paid strategies across existing and emerging digital platforms.

It also recently took home the Mumbrella CommsCon award for Launch Campaign of the Year, and was a finalist for Best Social Media or Digitally-led Campaign, PR-led Content Creation, and Best Non-Traditional Business Opportunity.

CampaignLab’s client roster also includes Hertz, Fiji Airways, Lovehoney, and FujiFilm, among other leading brands.