Afydad, the Spanish association of sporting goods manufacturers and retailers, has launched a new internet platform called “Spain Is Sport.” The aim is to bring together all Spanish sports brands to promote the image of the country’s sporting goods industry internationally, adressing retail clients as well as consumers. Spain Is Sport is described as the vehicle to set up a dedicated virtual showroom focused on the B2B sector, offering each brand its own space to present products to the world, with the aim of reaching new international buyers and boosting sales. Furthermore, the creation of a dedicated e-commerce platform aims to promote Spanish brands in the sports sector to end consumers around the world. With the support of ICEX Spain Export and Investment (España Exportación e Inversiones), Afydad intends to work on a better penetration of the Chinese market for member brands.Claiming that sport is an essential activity for health and wellness and an economic engine of the country, Afydad is calling on all companies in the Spanish sports sector to join the Spain Is Sport project, from retailers to manufacturers, food companiesand organizations involved in health and sports tourism. The brand will be used in all international projects from now on. It has already had a presence at ISPO Munich Online.