In January, Decathlon Canada took an unconventional approach to New Year fitness marketing. Instead of motivational messaging, the brand changed one of retail’s most sensitive rules—temporarily removing returns on one of its best-selling running shoes. What followed wasn’t just a promotion, but a behavioral intervention at the point of purchase.

January’s biggest retail contradiction

January is peak season for fitness intentions. Running shoes surge in demand as consumers commit to healthier routines and new habits. At the same time, it is also the month with the highest volume of returns in sports retail.

Decathlon’s campaign starts from this contradiction. Rather than ignoring it, the brand decided to confront it directly by reframing commitment as part of the buying decision.

When returns were no longer an option

Throughout January, one of Decathlon Canada’s top-selling running shoe models was marked as non-returnable. The condition appeared clearly within the e-commerce checkout flow, requiring customers to actively acknowledge the rule before completing their purchase.

This simple change introduced a moment of reflection, turning an impulse purchase into a conscious commitment tied to New Year resolutions.

Restriction balanced by reward

The campaign didn’t rely on restriction alone. Customers who kept the shoes through February were rewarded with 1,000 loyalty points, redeemable within Decathlon’s ecosystem.

By pairing accountability with incentive, the brand shifted the narrative from limitation to long-term value, rewarding consistency rather than returns.

Clear messaging beyond e-commerce

The idea extended into outdoor and print media with blunt, direct messaging such as “You can’t return these shoes,” displayed in both English and French. The clarity removed ambiguity and reinforced the campaign’s intent before consumers even reached the checkout page.

Instead of inspirational slogans, Decathlon chose transparency—aligning communication, policy, and user experience into a single coherent message.

A retail lesson in designed friction

Returns are a major cost driver in retail, impacting logistics, margins, and sustainability. By intentionally introducing friction at the point of purchase, Decathlon filtered intent and reduced unnecessary returns without undermining trust.

The campaign demonstrates that modern retail marketing doesn’t always need to persuade. Sometimes, changing the rules—clearly and honestly—is enough to change behavior.