The Future of Sport is creative

I was born into sport.

I grew up with a culture of discipline, resilience, and the belief that an athlete is never just an athlete: they are a story, an identity, a source of inspiration.

But it’s only when I left the field and stepped into the worlds of media, creation, and strategy that I understood something essential:sport, on its own, is an incredible platform for innovation.

Today, I’m fortunate to navigate between several universes — brands, sports institutions, audiovisual production, communication schools, and entrepreneurship. This cross-disciplinary experience has become my strength. It allows me to see what many haven’t yet grasped: sport is undergoing a cultural, marketing, and creative revolution.

Blending sport and innovation isn’t optional — it’s a necessity.

Through my projects, my teaching, my productions, and my collaborations, I defend a simple vision:

Sport is no longer just performance.It is a laboratory for ideas, content, business models, and new forms of relationships between brands, athletes, and audiences.

Today, an athlete can be:

• a media platform,

• a designer,

• an entrepreneur,

• a social leader,

• a product co-creator,

• a strategic driver of innovation.

Some have already understood this shift very well.

The Jaylen Brown example: a model for the future

When I look at Jaylen Brown’s initiative with 741 Performance, I think: this is exactly the direction sport needed to take.

It’s no longer about turning an athlete into a simple ambassador.It’s about integrating them into the creative, strategic, and operational process of a brand.

I deeply believe in this idea:

An athlete shouldn’t just wear a product; they should help imagine it, co-build it, and improve it.

Innovation, equity, co-creation — these are exactly what many sports organizations and traditional brands are still missing.

This model proves that an athlete becomes a creative partner, not a walking billboard.To me, it’s proof that sport can reinvent itself, open up, surprise — and above all, inspire.

🎥 My mission: building bridges between sport, marketing, and innovation

Over the past ten years, I’ve had the opportunity to:

• produce content for TV networks,

• shape narratives around athletes, events, and brands,

• teach concept development, strategy, and sports marketing,

• support organizations and students in their projects,

• live my own sporting adventures, especially in endurance and cycling.

All of this made me realize there is a huge gap between what sport is today…and what it could become tomorrow.

And it’s precisely within that space that I want to act.

What does this future look like?

I believe in a sport where:

• athletes become co-creators, storytellers, entrepreneurs;

• brands embrace hybrid models;

• fans co-build the experience;

• innovation is not a gimmick but useful, responsible, and inspiring;

• content captures emotions, not just performance.

I also believe in a more equitable sports world —where everyone — athlete, brand, creator, fan — finds their place within a shared project.

Build, transmit, inspire

Today, in my roles as a lecturer, consultant, and producer, I carry a mission that matters deeply to me:

showing that we can create new paths in the sports industry.

Not by repeating what already exists.But by opening doors, experimenting, and daring to tell stories differently.

Because innovation is never just technical.It is human.It starts with a simple intention: to create better — differently — together.

And if sport is one of the most powerful playgrounds to test this vision, then I intend to keep playing on it in my own way.