Belgium – Global sports brand Decathlon in European country Belgium has applied a very interesting and out-of-the-box marketing move that aims to promote ‘reverse shopping’. It may not be apparent at first look, but the brand is now called ‘Nolhtaced’ – which is still ‘Decathlon’, but spelt backwards.

The name change will run for a month in three cities, namely Evere, Namur, and Ghent. According to The Brussels Times, this move is part of the sports store chain’s latest sustainability campaign to promote ‘reverse shopping’, which enables customers to resell old or unused sporting goods to Decathlon and will be resold in the store under warranty. This seeks to reduce the impact on the environment and avoid waste.

The campaign will also have the temporary name logo applied on its website, social media channels, and on banners in front of the three shops.