On Black Friday, Decathlon acted on a simple insight: people aren’t inactive because they lack motivation—they’re inactive because they’re too busy. Their calendars are packed, leaving little room for sport.

So on the busiest day of the year, Decathlon turned the very tool that overwhelms us—our calendars—into the thing that gets people moving. All people had to do was block time for a sports activity and invite Decathlon to the event to receive free gear.