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.