About 20 months since the introduction of Basketball Emotion, Sports Emotion has announced that it is once again branching out with a new retail banner. The first Running Emotion store will be opening on Aug. 13 at the Oasiz shopping mall in Madrid.
“This is about more than selling sneakers. It’s about building the ecosystem that any runner would hope to find,” says Running Emotion’s Director, Oriol Martínez, adding: “We’re betting on specialization, omnichannel experience and community as our levers for growth.”
For its first year of operations, Running Emotion will seek to consolidate its presence in Spain, developing a robust digital channel and selecting physical spaces that permit a high level of technical service for runners. Further store openings are slated for 2026, and Italy would be the likeliest candidate for expansion abroad.
The idea, Sports Emotion says, is to replicate the model of Fútbol Emotion, which in March tripled its Italian store count through an acquisition – that of Free Time Management Group, owner of The Pitch Football Store.
Sports Emotion is a holding company, established in October 2023 and described by CEO Carlos Sánchez Broto as “not a retailer but a technology company.” It grew out of the retailer Fútbol Emotion, which Sánchez Broto co-founded – under the name Soloporteros – in 2001. The Fútbol banner still exists. The company has been operating within Grupo Tansley since April 2022, when Tansley bought out Meridia Capital’s stake.
