XXL’s marketing acceleration: From marathon to sprint execution
Fast-paced retail needs fast‑paced marketing
Fast-paced retail needs
fast‑paced marketing
As one of the leading sports retail chains in the Nordics, XXL operates in a high-energy, fast-moving industry. The sports equipment market in the Nordics is projected to grow annually by 3.5% between 2025 and 2029, with an estimated market volume of US$2.07 billion by 2029. Their marketing teams are constantly under pressure to roll out timely, high-impact campaigns across multiple countries, ensuring promotions are relevant, localized, and consistent across digital, social, and print.
But before implementing Papirfly, XXL’s marketing process was anything but fast. Every campaign asset—whether for social media, video, direct mail, or in-store promotions—required extensive back-and-forth with agencies. Campaign rollouts took weeks instead of days, limiting agility and increasing costs. XXL needed a solution that could streamline workflows, centralize assets, and automate production—without sacrificing creative flexibility.
XXL produces hundreds of assets across multiple campaigns weekly
4,200
employees
84
stores
4,000+
assets generated annually
The transformation: Speed, scale & simplicity
The transformation: Speed, scale & simplicity
Today, XXL’s marketing teams are working faster, smarter, and more efficiently than ever before.
- From weeks to minutes: XXL now automates campaign asset creation – what once took weeks now happens in as little as five minutes.
- Effortless multi-channel execution: The team can instantly generate and repurpose assets across social, video, print, and digital.
- Seamless PIM integration: Product updates flow directly into their design templates, ensuring real-time pricing and product accuracy across all channels.
- One-click campaign duplication: XXL reuses and adapts previous campaigns with minimal effort—saving valuable time while maintaining consistency.
Today, XXL’s marketing teams are working faster, smarter, and more efficiently than ever before.
- From weeks to minutes: XXL now automates campaign asset creation – what once took weeks now happens in as little as five minutes.
- Effortless multi-channel execution: The team can instantly generate and repurpose assets across social, video, print, and digital.
- Seamless PIM integration: Product updates flow directly into their design templates, ensuring real-time pricing and product accuracy across all channels.
- One-click campaign duplication: XXL reuses and adapts previous campaigns with minimal effort—saving valuable time while maintaining consistency.
A smarter way to create & localize campaigns
A smarter way to create & localize campaigns
With over 84 stores across Norway, Sweden, Finland, and Denmark, XXL runs both centralized and localized campaigns, tailoring messaging and promotions by market. Now, teams can:
- Scale campaigns efficiently across multiple countries while adjusting key details like discount percentages or product selections.
- Create thousands of social media, video, and direct mail assets in minutes instead of relying on external resources.
- Ensure every campaign remains on-brand and up to date, thanks to centralized Digital Asset Management (DAM) and automated workflows.
With over 84 stores across Norway, Sweden, Finland, and Denmark, XXL runs both centralized and localized campaigns, tailoring messaging and promotions by market. Now, teams can:
- Scale campaigns efficiently across multiple countries while adjusting key details like discount percentages or product selections.
- Create thousands of social media, video, and direct mail assets in minutes instead of relying on external resources.
- Ensure every campaign remains on-brand and up to date, thanks to centralized Digital Asset Management (DAM) and automated workflows.
“The ability to automate campaign creation and instantly duplicate assets across different regions has transformed the way we work. We now produce social, video, and print content at a scale we never thought possible.”
Jon Martin Engdal
Head of Content Production
XXL
The results: XXL’s marketing at full speed
The results: XXL’s marketing
at full speed
Campaign execution time reduced from weeks to minutes – ensuring XXL keeps up with market demands.
Significant cost savings by eliminating time-intensive manual processes.
Localized, on-brand content for multiple regions without duplication of effort.
More campaigns, better reach – XXL can launch and adapt campaigns faster than ever.
A future‑proofed approach to retail marketing
A future‑proofed approach to retail marketing
XXL’s shift to automated, integrated marketing workflows has given them the ability to scale, adapt, and execute campaigns faster than ever—without sacrificing creativity or control. As they continue to expand and optimize, they now have a system that evolves with them, enabling seamless execution across digital, social, and in-store channels.
Ready to accelerate your marketing?
Discover how Papirfly helps global brands like XXL create on-brand campaigns at speed and scale.
Ready to accelerate your marketing?
Discover how Papirfly helps global brands like XXL create on-brand campaigns at speed and scale.
Discover how Papirfly helps global brands like XXL create on-brand campaigns at speed and scale.
“Before, launching a campaign was slow and expensive, with multiple rounds of agency approvals. Now, we can create and execute campaigns in minutes—saving us time, effort, and costs while keeping everything on-brand.”
Jon Martin Engdal
Head of Content Production
XXL
FAQs
FAQs
Retailers like XXL cut campaign rollout time from weeks to minutes by using automated content creation and Digital Asset Management. This approach ensures fast, on-brand marketing across channels without heavy agency reliance.
A DAM centralizes product and brand assets, making it easy for teams to find, adapt, and share content. For XXL, this means thousands of localized assets can be created quickly while maintaining brand consistency.
Papirfly empowers central teams to design templates that local teams can adapt in minutes. This lets retailers tailor pricing, promotions, and product details by market—without slowing down execution.
Automation eliminates manual bottlenecks and reduces dependency on external agencies. For XXL, it means producing video, social, print, and digital content at scale while keeping creative control.
Brands typically see faster execution, lower costs, and higher campaign volumes. XXL, for example, now produces over 4,000 on-brand assets annually across four Nordic countries with ease.
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