Let me be blunt: Tutto Sport is stuck. And if they don't wake up soon, they're going to discount themselves into oblivion. I've been watching this trainwreck unfold in the Tunisian sportswear market, and it's a masterclass in how NOT to position a retail brand. While competitors like Peak Sport and Hummel are playing the discount game successfully, Tutto Sport is fumbling the ball badly. Here's why. The Discount Paradox: Why "Cheap" Doesn't Always Work Loss aversion is a powerful psychological trigger. Buy-one-get-one offers and 60% discounts can move product like magic—but only if you have the margin structure and brand positioning to support it. Peak Sport can afford crazy discounts because they've built their business model around it. They have the gross margin to play that game. Tutto Sport doesn't. I recently saw a video they posted on 23 July 2025 showcasing shoes under 200 dinars. It was, frankly, creepy. The products looked like leftove...