Decathlon brings -18°C winter experience to SG shoppers

Decathlon Singapore is bringing sub-zero temperatures to local shoppers through its "Winter[proof]" campaign, using immersive cold rooms and personalised shopping consultations to help travellers prepare for winter holidays.

Running across more than 23 retail stores, the Decathlon app and its online store, the campaign targets Singaporeans who may be unfamiliar with dressing for freezing temperatures, positioning the sporting goods retailer as a one-stop destination for winter travel essentials.

A key feature is the return of Decathlon’s -18°C Winter[proof] Capsules, which allow shoppers to test winter clothing and equipment in simulated cold conditions before travelling. The capsules will appear at four Decathlon stores and two shopping malls, including ION Orchard, marking the first time the experience will be available at the Orchard Road mall.

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The capsules will be available at Decathlon Kallang, Joo Koon, Bedok and Northshore, as well as at pop-ups at Centrepoint and ION Orchard, across October to January.

The campaign also introduces a free one-to-one personal shopper service for top-tier Decathlon loyalty members. Customers can share their travel itineraries, expected weather conditions and family requirements with a dedicated winter gear expert, who will prepare a tailored product consultation.

Beyond the in-store experiences, Decathlon is using a three-layer dressing guide across its customer touchpoints to explain how travellers can dress for temperatures ranging from 5°C to below -28°C.

The campaign is also supported by an expanded winter collection for adults and children, including padded jackets, ski jackets and insulated boots

Nathaniel Gregory, CEO of Decathlon Singapore, said the campaign aims to make winter travel preparation more straightforward, turning the retailer’s stores into a starting point for customers’ holidays rather than simply a place to buy equipment.

“'Winter[proof]' is about far more than just selling winter boots and jackets for the whole family; itʼs about making winter travel effortless for Singaporeans. We want our stores to be the starting point of their vacation, a community hub where pre-travel stress and confusion turn into excitement," said Gregory. "Whether youʼre gearing up individually or outfitting the entire family, Decathlon is here to make sure you are truly winter-proof before you even board the plane.ˮ

The Singapore campaign follows a similar activation by Decathlon Malaysia, which introduced winter experience zones at selected stores in October. The zones allow shoppers to test cold-weather gear in temperatures as low as -5°C ahead of year-end trips to colder destinations.

The experience opened at Decathlon Shah Alam, Batu Kawan and Toppen on 7 October, followed by outlets in Bandar Sri Damansara and Petaling Jaya on 10 October.

Decathlon Malaysia also supported the activation with videos on its location-specific Instagram accounts, alongside collaborations with media outlets and influencers to promote the winter zones and its cold-weather product range.

The initiative brings product testing into the retail environment, giving shoppers in tropical markets a chance to experience winter gear before purchasing it for overseas travel.

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