The approach focused on consumers actively searching for sports and outdoor gear without a specific brand preference. This audience is in the decision phase and looks for products based on attributes like brand, size, color or functionality.

By making these mid-tail search intents visible in the search results, we connected relevant content to highly targeted queries — precisely where Decathlon previously remained invisible.

We developed a custom tool that automatically collected all possible filter combinations from existing category pages. A single page could include over 300 filters. By combining brand, gender, color and size, thousands of unique variants were generated per page — and millions across the domain. To process large volumes of data without overloading the website, we used an asynchronous scraper and batch processing.

The tool automatically generates SEO data and exports it in JSON format, enabling local teams to prepare go-live in their own environments — with minimal manual effort.

The FLP approach for Decathlon was awarded the European Search Award for Best Use of Search – Retail/eCommerce (SEO) (Large) and Most Innovative Campaign (SEO) (Large), and was nominated in several other categories. A clear recognition that with smart automation, local relevance and central control, you can not only tap into millions of searches — but also drive sustainable growth across multiple markets simultaneously.