Hi, everyone! Decathlon doesn’t sponsor major sports teams or run flashy ad campaigns featuring superstar athletes. Unlike Adidas or Under Armour, it doesn’t have a cult following. Yet, despite all this, Decathlon has quietly risen and become the world's largest sports retailer. So, how did it pull this off? The French giant controls everything in-house, from research and development to sales, repairs, and even resale. This integrated approach is one of the biggest factors that has caused Decathlon has quietly risen and solidify its industry leadership.
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