Decathlon’s Toronto-Area Stores Offer Discounts on Bicycles If Yours Has Been Stolen

Bike theft is an all too common occurrence in the Greater Toronto and Hamilton Area. Chances are, if you’re a cyclist in the GTHA, you’ve had a bike stolen, or know someone who has. 

Thanks to inflation and the rising cost of living, bicycles are becoming a primary source of transportation for many. And as a brand whose mission is to make sport accessible for all, Decathlon wants to ensure people in the Greater Toronto and Hamilton Area have the support to replace their stolen bicycles. 

Introducing: Decathlon’s Stolen Discount. The concept is simple: Decathlon will be offering a $50 discount on any new bicycle from one of its six GTHA stores if the customer presents a valid, stolen bike police report dated within 2023. Because Decathlon designs, manufactures and distributes its own products, it is able to keep its bikes at an affordable price, meaning that this $50 discount can have a significant impact.

“At Decathlon, accessibility is paramount. We believe that regardless of ability, income, or gender, all Canadians should be able to participate in sports to maintain a healthy lifestyle,” said Marie-Lou Blais, director of communications at Decathlon Canada. “Across the GTHA, cycling as a mode of sustainable, healthy transportation has increased in popularity substantially, and we want to keep the region riding throughout the summer months!”

Clément Martin, senior strategist at Rethink said: “We looked at all the barriers that prevented Torontonians from playing sports, and there were plenty of them: cost of living, lack of infrastructure, lack of space or even price of sports memberships. But if there was one obstacle that stood out and was symbolic of the difficulty of doing sport in the city, it was bike theft. So we asked ourselves how to respond to this scourge and help Torontonians continue their practice.” 

The initiative kicked off with a full-page spread in the Toronto Star. It is supplemented by ambient OOH placements and contextual social assets to target those who have been victims of bike theft. 

“The ambient bike cutouts that resemble coupons have been attached to bike racks around the city. They really make a meal of that moment that many cyclists experienced. You’re facing the rack and you know your bike was there, but it isn’t anymore. Going right after that sliver of a moment with an adapted execution that looks like a bike with a missing wheel just felt right.” said Clément.