On 7 June 2025, the ESSEC Asia-Pacific Case Competition, held in partnership with Decathlon Singapore, concluded with a Final Pitch Day that showcased the best of experiential learning, industry collaboration, and global student engagement.

This year’s edition brought together 50 finalist teams, comprising 238 students from top universities across 11 countries in Southeast Asia, India, and Australia. Their challenge: to deliver real-world solutions to transform Decathlon’s in-store experience.

Starting small with just 17 teams in 2023, the ESSEC Asia-Pacific Case Competition has grown from strength to strength, drawing 150 teams and 674 students in 2025, affirming its relevance and reach across the region. For many participants, it was their introduction to ESSEC’s unique learning ecosystem – one that connects campuses, industries, and cultures to shape future-fit leaders.

Beginning on 17 May 2025, the three-week journey combined a real business challenge with impactful learning. Students participated in seven expert-led workshops and two coaching sessions conducted by ESSEC faculty and industry professionals, designed to spark innovation, refine problem-solving, and prepare teams for the final round. Networking sessions further fostered collaboration and team synergy across borders.

Professor Reetika Gupta, Deputy Dean of ESSEC Asia-Pacific, opened the Final Pitch Day by acknowledging the commitment and drive each team brought to the competition. She also thanked Decathlon Singapore and its CEO, Stephan Veyret, for Decathlon’s cooperation in this competition.

Over two rounds of live and online presentations, teams impressed the jury with their business acumen, creativity, and clarity of purpose, as their proposals reflected a thorough understanding of customer experience innovation in a digitally evolving retail landscape.

In a tight competition, Team 28 from Nanyang Technological University (NTU), Singapore, came out on top of the pack, closely followed by Team 12 from the University of San Carlos, Philippines, and Team 37 from Ateneo de Manila University, Philippines. The top three teams were awarded medals and prizes in recognition of their stellar performance and readily actionable solutions.

“To be representing Nanyang Technological University on a regional stage like this — it has been a meaningful ride with my team.”

– Jovelle Goh, Team 28 (Singapore), Winner

The ESSEC x Decathlon Business Case Competition for Future Leaders achieved a strong satisfaction rate, with participants praising the mentorship, expert feedback, and ESSEC’s supportive learning environment.

“This experience has strengthened my passion for tackling practical business challenges through technology and innovation… A heartfelt thank you to Stephan Veyret for believing in our solution, and to Marie-Laure Caille, Yvonne Tan, and Lyna Descamps for organizing this unforgettable experience.”

– Yuejia Fan, Team 8 (Singapore), Finalist

“More than just a pitch… it was a masterclass in collaboration, design thinking, and strategy—supported by expert workshops, coaching, and mentorship from ESSEC Asia-Pacific, industry professionals, as well as Stephan Veyret and Decathlon Singapore.”

– Ashley Marie Huan, Team 12 (Philippines), First Runner-Up

Beyond the classroom, the competition garnered over 99,000 impressions, 1,492 likes, and 225 comments across social media in just two weeks, significantly boosting visibility for ESSEC and its partners.

We extend our heartfelt thanks to all participants, jury members, coaches, faculty, and student ambassadors whose commitment and collaboration breathed life into this competition and reaffirmed the power of partnerships in shaping future-ready talent.