The Interview: Sprinter Creative Director, Eduardo Recio

In this episode of The Interview Series, host Karl McKeever travels to Barcelona to sit down with Eduardo Recio, Creative Director eCommerce & Retail, for leading Spanish multi-sport retail brand, Sprinter.

First showcased in its new Madrid store - its largest store to date - Sprinter’s new store concept, created by UK-based creative and innovation studio Dalziel & Pow,, is redefining the retailer’s core retail proposition.

The 4000 sqm space allows Sprinter to introduce a range of immersive and interactive experiences to educate and inspire customers—positioning the business as the sports authority and raising the bar significantly. In another first, the concept also introduces its established online cycling offer, Deporvillage, for the first time in physical retail.

In this episode, we examine the story behind the retailer’s game-changing retail concept, the key challenges that retailers in the sports sector face to deliver a winning customer experience, and look back on Eduardo’s own career retail—which first began here in the UK.