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Fusion Media has been appointed by Decathlon UK to grow the reach of Decathlon’s expert cycling brand, Van Rysel.
Fusion was appointed following a competitive pitch. Their remit will see the agency support the expansion of Van Rysel in the UK across media relations, buying, influencer marketing and physical events.
Van Rysel, who announced their sponsorship of the World Tour team, Decathlon AG2R La Mondiale, in November 2023, will widen its collection of high-end bicycles and accessories, bringing them to the UK market in the spring of 2024, including a team replica bike.
Hailing from Lille, France, Van Rysel is one of four new specialist brands launched under Decathlon’s recent global strategy. Founded in 2018, the brand embraces the mantra to “support every cyclist to go beyond and push their limits.” Catering to performance-oriented cyclists with a comprehensive range of high-quality, accessible products.
Bold moves. New goals. A global business.
The Decathlon brand has recently seen a relaunched, sporting a new look and logo, paired with the, “move people through the wonders of sport” positioning statement.
For the French business, with an increasingly global footprint, a 2024 Paris Olympic Games also sees the brand providing uniforms for the 45,000 volunteers who’ll be making the games run smoothly, for athletes and visitors alike.
Returning to cycling, the business is already into its second season as a bike sponsor for UCI MTB XC World Cup team Decathlon Ford Racing Team, which has already seen riders on the podium.
Fusion Media overview
For over 16 years, London-based Fusion Media has focused on marketing and communications services for active and sports brands. As a fully integrated boutique agency, their portfolio of recent clients includes brands like Red Bull, Evans Cycles, Raleigh, Specialized, Shimano, Orbea, BMC, Wahoo, Le Col, MyWhoosh and Brompton. The agency is underpinned by specialist knowledge and a passion to get people active through sport, recreation and transport.
