The Challenge

Decathlon has always understood that sport doesn’t happen in a store. It happens in parks, playgrounds, and courts. As one of the most innovative sports retailers, they have consistently pushed beyond the walls of retail to build genuine sporting communities. Their mission isn’t just to sell equipment, it’s to make sport accessible to everyone.

That meant finding a way to show up in the places where people actually move, spend their time.

The Activation

In May 2025, Decathlon partnered with YourLOX to launch four branded smart lockers in the most active public spaces in the Czech Republic. Each LOX was stocked with Decathlon equipment. From footballs, badminton rackets, kettlebells, resistance bands, all available to rent for free for 90 minutes via the YourLOX app.

4 pilot locations:

• Praha 4, Centrální park Pankrác
• Praha 4, Podolí
• Brno, Prýgl, Kozí Horka
• Hradec Králové, Labská Kotlina

The Activation Went Viral

The Decathlon × YourLOX launch didn’t need a media budget. Industry publications, tech outlets, and marketing press picked it up organically. It became one of the most talked-about retail activations.

Coverage included: Coverage included: iDnes · Hospodářské noviny · MAM · Retail News · Mobilmania · Zbožíaprodej · Akční ceny · Kupi.cz · Sport Strategies · Creapills · FamousCampaigns

Millions of impressions. Zero media spend.

On LinkedIn, the reaction was immediate:

The Success Story Continues

The pilot proved the concept. Now we’re scaling it. Following the success of the initial four locations, Decathlon and YourLOX are expanding their collaboration. Adding new LOX units across the Czech Republic and growing the network of active Decathlon zones in cities and public spaces. With the core mission of making sports accessible to everyone, everywhere.