Decathlon x Strategic Sports: A Renewed Three-Year Vision
At Strategic Sports, strong partnerships are at the heart of everything we do. That’s why we recently came together with one of our most important global partners—Decathlon Sporting Goods—to align on our shared priorities for the next three years. In a dedicated strategy session, both teams worked side-by-side to identify the challenges and opportunities ahead, ensuring that our goals, values, and long-term vision remain tightly aligned as we continue to build the future of protective gear together.
“This isn't the first time we’ve come together for a project of this scale,” Strategic Sports Managing Director Norman Cheng said. “Back in 2022, at the height of the COVID-19 pandemic, our two companies found ourselves facing unprecedented external challenges…the difficult times and the limitations of remote collaboration led to misalignment and misunderstanding,” Cheng said. But rather than let those difficulties define us, we chose to take action. We gathered leadership for two days of realignment. At that time, those that could gather came, and those unable to attend joined online.
We held a joint strategy event that year to reestablish clarity and direction. We identified the top priorities, acknowledged the key challenges, and laid out a roadmap with clear, milestone-driven initiatives. That effort helped rebuild trust and deliver strong, tangible results for both teams over the past three years.
Now, in 2025, we are launching a new three-year plan as a proactive investment in our shared future. It was highly productive for both teams, and we also had a good time together, even getting on the floor and visually crafting our strategy with color pens through artwork. Serious work and important business can still be a fun, collaborative group experience.
A Partnership Built on Shared Purpose
Strategic Sports and Decathlon are united by a common goal: to deliver safe, innovative, and sustainable protective gear at accessible value for athletes and everyday users alike.
Our next phase of collaboration will be grounded in:
People First – Empowering cross-functional teams and creating a collaborative culture across organizations.
Innovation & Professionalism – Pushing the boundaries of design and manufacturing excellence while maintaining best-in-class operational discipline.
Sustainability & Value – Advancing our joint commitment to low-carbon solutions without compromising performance or safety.
Looking Ahead: 2025–2028
Over the next three years, we will continue to align on key business priorities, including:
Product innovation pipelines across core categories
Operational excellence and efficiency improvements
ESG and sustainability benchmarks
Supply chain resilience and transparency
Milestone reviews and performance metrics
While the world continues to evolve, the long-term vision of our people remains steady. We are not just suppliers and customers—we are a professional, innovative, win-win team.
Together, we protect life. Together, we lead.
