Case Study: Marathon Sports

A Study in Customer Loyalty

Largest sportswear and athletic equipment retailer serving the west coast of Latin America, Marathon Sports operates five business units and hundreds of retail stores – 160 stores in Ecuador alone. The company is a distributor for several leading U.S. brands including Nike, Adidas, Puma, New Balance, Asics, Reebok and UnderArmor. Sponsor of the Ecuadorean national soccer team, Marathon Sports turns its customers’ love for sport into fierce brand loyalty.


Leapfrog competition by building deeper relationships with customers. Transform a database with more than 1 million customer ID numbers – and nothing more – into a rich resource to drive increased excitement, sales and loyalty.


Implement Sugar software as a central hub for customer data and to automate key business processes to drive customer loyalty programs, cross-sell and upsell, event marketing with SMS invitations, gamification based on consumer preferences, call center, social media and mobile promotions.


  • Database of more than 1 million customer names expanded and enriched with contact information and preferences
  • 225% increase in customer purchases ($68 to $152) during monthly promotions
  • Increased customer retention from 47% to 57%
  • Sugar-driven social media campaign forced Marathon to extend store operating hours

Company Facts

Headquarters: Quito, Ecuador

Retail locations and logistics centers: Ecuador, Peru, Chile, Bolivia, Colombia and Panama

Founded: 1988