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In the ever-evolving world of sports retail, the line between short-term success and long-term impact is a delicate balancing act. For companies like Decathlon, the journey from striving to thriving isn’t just about profitability—it’s about creating value that endures.

While Patagonia has long set the gold standard for sustainability and stakeholder well-being, Decathlon’s ambitious initiatives signal its intent to join the ranks of companies making a meaningful difference. Through strategic reinvestments, circular economy innovations, and a commitment to sustainability, Decathlon is charting a path that seemingly aligns well with the Thrive phase of the RoundMap Strive & Thrive Cycle—prioritizing long-term impact while addressing immediate challenges.

But is Decathlon doing enough? As the company unlocks liquidity through strategic moves like sale and leaseback transactions, the real test lies in how that capital is used. Will it fuel innovation, sustainability, and employee empowerment? Or will it become another example of short-term gains undermining long-term resilience?

Let’s explore how Decathlon is striving to thrive and the hurdles it must overcome to match the legacy of brands like Patagonia.