Black Friday is the biggest retail moment of the year, but it can have a negative impact on shoppers who overspend, causing them financial and mental stress, as well as anxiety and regret. To avoid the harmful effects, Decathlon is encouraging Canadians to skip the sales and instead, “Make Time for Sports.”

Devised by Rethink, the retailer’s new campaign invites people to select an activity and reserve a day of their choice on their calendars, inviting make.timeforsports@decathlon.com to play. Participants will be able to access a website to sign up for the initiative, and selected Canadians will be rewarded with an item from a specific list of available sports.

Its creative shows calendar bookings integrated into sports courts, such as tennis and swim lanes, to remind people to make time for sports in their busy schedules. The meeting invitation and calendar overlay illustrate the campaign’s message simply and effectively, according to the brand.

“It might seem crazy for a major sports retailer to take an anti-shopping stance for Black Friday, but because of who they are – and what they stand for – it just works,” said Xavier Blais, executive creative director and partner at Rethink.

Marie-Lou Blais, director of marketing at Decathlon Canada, tells strategy that Black Friday is the ideal platform to show that Decathlon is not the typical retailer, as they don’t have flash sales. While the call to action to get outside and play sports has been used in prior campaigns, this work differs from others by raising awareness of Black Friday. “We’re tapping into this significant shopping moment to remind folks that they should be prioritizing health, even as they are shopping for good deals,” Marie-Lou Blais says.

The campaign also builds on the brand’s values and its goal to “move people through the wonders of sport.” Decathlon’s business model, according to Marie-Lou Blais, is based on sustainability, and recognizes that sport cannot be practiced at the expense of the planet. However, this viewpoint had often fallen by the wayside, given the overwhelming over-consumption and over-marketing that comes with Black Friday. “Decathlon is committed to operating as sustainably as possible, having committed to becoming net zero by 2050, with set decarbonization targets. We know we cannot shoulder this challenge alone, so we saw an opportunity to give shoppers a healthy alternative this Black Friday.”

This is not the first time Decathlon has taken a stand for the common good. The brand has previously launched initiatives such as “Ability Signs”, “Stolen Discounts” and “Outage”, advocating sport, accessibility and inclusion.

The campaign, aimed at all Canadians interested in getting active, will run on social media and DOOH, with targeted amplification and public relations support. Marie-Lou Blais says the media mix was chosen because it gives prominence and breadth to the campaign’s message. However, the brand prioritized social media to reach shoppers where they are, before and during Black Friday, she adds.

Cossette Media handles media buying with Rethink also in charge of PR.