Driven by digitalization and consumption upgrading, fan economy has gradually become the core driving force of sports brand marketing. The involvement of fan economic landscape has had a great impact on sports brands, so the marketing strategies of sports brands are also evolving. Taking Decathlon, a sports brand, as an example, this paper analyses the advantages and disadvantages of the brand's development, the basis and challenges based on SWOT method and analyses Decathlon's marketing strategy by using 4C marketing theory (consumer demand, cost, convenience and communication), which shows that the fan economy has played an important role in promoting the development of the brand. On this basis, suggestions for improvement are put forward, such as marketing with digital means and increasing the participation of fans.
Zhengchi Liu (Tue,) studied this question.