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“Life, the sport we love most”, this phrase, illustrated with a photograph of a mother holding her baby in her arms, is the first thing Decathlon customers see when they open their mobile application. The print evokes familiar values and links them to the brand. Decathlon tries to sell its products in this way by presenting itself as a socially responsible company concerned with conciliation. However, beyond the advertising campaigns, this is not the story that some of its workers tell.