In episode#79, host Sid Bensalah talks with Tareq Nazlawy, CEO of the sports-tech startup Trace and former Senior Director of Digital Strategy at Adidas. Tareq explains how he's closing the gap between elite sports brands and the 99% of fans who never enter a stadium by turning live sports moments into personal, digital experiences fans can truly own.
From launching Adidas' CONFIRMED app to leading the Into the Metaverse NFT drop, and now building Trace in partnership with the ATP Tour, Tareq discusses the future of sports, storytelling, and the power of digital fandom.
We explore leadership transitions from corporate to startup life, the emotional value of blockchain collectibles, and how Trace is rethinking global fan engagement across sports like Formula One, tennis, and beyond.
00:00 – From Adidas to Trace: Changing the way fans connect
01:35 – Tareq’s journey from Adidas to entrepreneurship
04:28 – Lessons from leadership in the corporate world
07:23 – The origin story of Trace
11:49 – What Trace really is: fan connection through digital ownership
20:14 – Partnering with the ATP and early feedback
26:14 – Growing Trace: challenges and vision
33:46 – Building emotional connection with fans
34:19 – Turning passive fans into active participants
35:44 – Why D2C in sports is hard
38:29 – Market strategy & reaching global fans
42:05 – Entering new sports verticals: motorsport, football, more
46:10 – Understanding new patterns in sports consumption
50:50 – Engagement differences: F1 vs. Tennis
54:50 – What fan connection could look like in 2030
59:59 – Lightning Round: favorite moments, advice & more
01:05:36 – Final thoughts on legacy, leadership & fandom
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