Information for:

  • Masters
  • Postgrad courses
  • Courses
  • Faculty and research
  • About UPF-BSM

The future of sports retail: a new challenge for brands


17th May 2021 at 3:30pm



Futuro retail deportivo

The topic that will be addressed in the 2nd session of the 10th Conference of the Master in Sports Management will be the future of sports retail and the challenge that this poses for brands. COVID-19 has changed the living habits of society and people, changes that have also been directly reflected in our consumption habits, which have been altered as a result of the pandemic. 

During this session, such important issues will be discussed as the relevance of the differentiation strategies in the digital environment that brands are carrying out, emphasizing the importance of ecommerce throughout the pandemic and which has minimized the impact suffered by physical stores that have had to close their doors on multiple occasions. We will address other issues of interest such as the optimization and improvement of supply chain in order to respond more quickly to the consumer, the relationship between distributor and manufacturer, the commitment to improving the user experience and adapting to the new demands of the sports sector, the transformation that physical stores have undergone to ensure a safe, adapted environment with new purchasing options for the customer, as well as the analysis of new business models and alliances that will be necessary for the sports retail manage its present and future challenges. 


WELCOME (from 3:30 pm to 3:40 pm) 

Carles Murillo, director of the Master in Sports Management at UPF-BSM 

GUEST LECTURE (from 3:40 pm to 4:20 pm) 

Guillem Casas, sports apparel buyer at Nike 


ROUND TABLE (from 4:20 pm to 5:10 pm) 

Manuel Alcaine, manager at Bicimarket 

Antoni Juliachs, account manager at Grupo Padel Nuestro 

Marta Merino, district manager at Asics 

Laura Viñals, marketing manager at Merrell Spain at Wolverine World Wide 

Albert Vivó, store manager at Decathlon Spain 


DEBATE (from 5:10 pm to 5:30 pm) 

Sign in here

Access code: Retail

You may also be interested in

Subscribe to receive our news in your email inbox