Afydad, the Spanish sporting goods industry association, will try to recruit retailers as members and the leadership of its new president, Andrès de la Dehesa, who is an expert in the digital interaction between brands and retailers through his cloud-based platform, Sportmas. Officials of Nike and Sprinter are already sitting together in a recently formed digital transformation commission of Afydad. De la Dehesa wants to offer new services to the association's present 97 member companies and future new members. He intends to cooperate with other organizations and institutions in the area of nutrition, health and tourism. De la Dehesa, who replaces Xavier Berneda, is working with two vice presidents. Mar Peire will take care of international relations and contacts with the institutions, the trade shows and other associations. LLuis Prñosa, who runs the Iberian operations of Asics, will promote the recruitment of retail members and a better knowledge of consumption trends.

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