Abby Lien

Abby Lien joined Decathlon as chief marketing officer of its Taiwan business in December 2023, leading marketing for one of the region’s most ambitious sports retail brands with a team that blends in‑store, digital, and community‑driven activation. 

An experienced marketer in the fashion and sports sector, Lien merges a data‑driven approach, sharp media‑investment discipline, and passion to build grassroots sports communities.

Under her leadership, Decathlon Taiwan has doubled down on its role as an advocate for everyday sport, demonstrated by the brand’s sponsorship of a major marathon in Taiwan that drew over 10,000 runners. The campaign, built around the brand’s 'More Run More Life' platform, positioned Decathlon as a partner in consumers’ running journeys through storytelling that spotlighted runners of all levels, backgrounds, and motivations.

One of Lien’s standout initiatives is the overarching 'Want to Move, Play to the End Together' (想動就動) platform. This strategic framework successfully drove the integrated 'Kiprun' campaign, which turned Decathlon’s running‑apparel sub‑brand into a central narrative device across retail, social, and endurance‑sport communities. By tying product launches, in‑store experiences, and digital content to real‑world running events, she created a tightly knit online-merge-offline ecosystem that boosted both category awareness and conversion.

The campaign’s emphasis on shared effort and creator-led energy drove a massive 22% surge in organic brand search, earning Decathlon a spot on the YouTube Brandcast shortlist, a rare achievement for a challenger‑market brand in Taiwan. 

Beyond high‑profile campaigns, Lien has driven innovation across the customer journey, from CRM and media‑investment optimisation to omnichannel retail activation. She has also sharpened Decathlon Taiwan’s data‑driven media strategy, shifting more investment to performance‑led platforms while still strongly backing brand‑building in sports communities such as running clubs, basketball teams, and triathlon circuits.

In-store, her team has introduced lightweight, event‑driven formats that turn Decathlon locations into hubs for clinics, beginner‑run programs, and skill‑building sessions, strengthening ties between sport participation and brand loyalty.

Lien is also a dedicated advocate for DEI, converting Decathlon’s commercial footprint into a vehicle for accessible fitness. Under her direction, the rapid scaling of the 'Decathlon Sports Club' (迪卡儂運動社) platform has introduced zero-barrier community clinics to offer youth skill-building and accessible women's wellness sessions among other offerings, designed to encourage underrepresented groups to embrace active lifestyles.

In the parasports sector, this inclusive mission has driven strategic partnerships with Taiwanese wheelchair-sports communities. Leveraging Decathlon’s global 'Adapted Sports' engineering milestone, her team works directly with local clubs to deploy specialised multi-user sports wheelchairs, reducing the financial barriers to entry for everyday para-athletes and reinforcing the core brand ethos that sport is for everyone.