An academic study titled Decathlon or the Tactics of Virtue investigates how the sporting goods retailer Décathlon presents itself as a morally responsible and socially engaged company, and how its employees respond to these claims. The research explores the concept of "virtue" as a framework that Décathlon uses to position itself as an organization focused on social, environmental, and ethical issues. The authors argue that this concept is not just about moral qualities but also serves as a strategic tool to shape the company's image and operations. The study, conducted over four years by eight sociologists and political scientists across three continents, focuses exclusively on Décathlon and examines its environmental, social, and managerial policies. It includes 220 interviews with employees, managers, and other stakeholders to understand how workers experience and engage with the company's "virtuous" practices. The authors suggest that Décathlon's image as a "citizen enterprise"—a company that acts as a responsible member of society—depends on the participation and alignment of its employees, who are encouraged to embody certain values and behaviors. Décathlon's origins are described as rooted in a "Christian style" that emphasizes the recognition of individuals and the idea of the company as a "great family." Although not a religious organization, Décathlon draws on "Catholic social values" to frame its mission of promoting access to sports as a means of individual and collective well-being and social integration. The company's virtuous image is also extended to its global expansion, where it claims to support local development through job creation, the promotion of sports culture, and partnerships with local associations. The study highlights the tension between virtue and growth in a globalized, profit-driven enterprise. The authors introduce the concept of "tactics of virtue" to describe how Décathlon uses virtuous rhetoric and practices to serve strategic economic goals, such as reputation management, market expansion, and addressing criticisms. These tactics are seen as ways to align moral claims with the pursuit of profit. The authors also critique the limitations of Décathlon's virtuous approach, noting that the company's social and environmental ambitions often conflict with its profitability goals. The study argues that the promises of corporate social responsibility (CSR) do not always translate into meaningful participation or voice for employees, and that the expansionist model of Décathlon may conflict with the needs and rights of local populations and communities. The authors suggest that the notion of a "citizen enterprise" may be more of a myth than a reality when the company is primarily driven by profit motives. The research raises questions about the use of the term "virtue" as both an indigenous corporate vocabulary and an analytical concept, and whether it is more useful as a metaphor or as a framework for understanding organizational governance and legitimacy. The study also touches on the fragmentation of the ideal of virtue among employees, with some embracing it, others conforming without conviction, and others remaining detached. Finally, the authors argue for a re-evaluation of the relationship between corporate virtue and economic profit, suggesting that the compatibility of these goals depends on the economic, managerial, and democratic structures in place. They call for a rethinking of corporate models to ensure that economic performance does not undermine social and environmental responsibilities, emphasizing the importance of democratic structures that allow for meaningful employee participation and contestation.