In their first move to capture Egyptians’ attention, sporting goods retailer Decathlon launches a brand new outdoor advertising campaign across Cairo’s streets, promoting their branches across Egypt. Their campaign’s concept features a series of bold, eye-catching and colorful billboards directing attention to Decathlon’s freshly launched outlet within Mall of Egypt, as well as their Mall of Arabia store. In addition to stating the brand’s branches, the campaign holds the slogan “First Falls Make the Best Athletes,” featuring striking visuals of a skater falling off his slope, sending a message with a resilient theme to the public, and how overcoming obstacles can change one’s life. Decathlon’s billboards are scattered throughout Cairo’s busy streets, tightening its hold in the Egyptian market, as well as reflecting the company’s continuous commitment to motivate and equip this country’s fast-growing outdoor enthusiasts. Check out MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, to uncover this campaign and more!