Cedric Burel is CEO of Decathlon in Brazil. He has been at the head of the company for five years. According to SBVC, Decathlon had sales of R$1.3 billion in Brazil in 2020 and saw no growth in 2021. In contrast, Burel led the company during the pandemic, when digital jumped from 7% of revenues to 15% in 2021. With the resumption of outdoor activities and the company’s entry into the northeast of the country, the expectation is that revenues will grow about 20%, Burel told Valor earlier this year.