Post by Mario Medina Gea

Good read, but I think the diagnosis is wrong. Decathlon's success was never built on trying to be Nike, and certainly not on making people feel better about buying cheap products. It was built on making sport accessible through innovation, quality and unbeatable value. By the way, plenty of serious athletes buy Decathlon products nowadays. Sometimes we tend to overanalyse things. Not every success or failure can be explained by marketing alone.