From Adidas to Trace: How Tareq Nazlawy Is Changing the Way the World Connects with Sports

Send us Fan MailIn 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 connect01:35 – Tareq’s journey from Adidas to entrepreneurship04:28 – Lessons from leadership in the corporate world07:23 – The origin story of Trace11:49 – What Trace really is: fan connection through digital ownership20:14 – Partnering with the ATP and early feedback26:14 – Growing Trace: challenges and vision33:46 – Building emotional connection with fans34:19 – Turning passive fans into active participants35:44 – Why D2C in sports is hard38:29 – Market strategy & reaching global fans42:05 – Entering new sports verticals: motorsport, football, more46:10 – Understanding new patterns in sports consumption50:50 – Engagement differences: F1 vs. Tennis54:50 – What fan connection could look like in 203059:59 – Lightning Round: favorite moments, advice & more01:05:36 – Final thoughts on legacy, leadership & fandomSupport the showStay Connected with Pre-Zero Sports Talk.Join host Sid Bensalah and the Pre-Zero Sports Talk community for real conversations beyond the game, where sport meets leadership, faith, performance, purpose, identity, community, and impact.Listen, watch, and follow:Spotify Video: Watch full episodesYouTube: Subscribe and join the conversationX: @PreZeroSTInstagram: @PreZeroSportsTalkLinkedIn: Connect with the CommunityTikTok: @PreZeroSportsTalkSubstack: Sid BensalahGot feedback, a topic idea, or a guest suggestion?Send your thoughts here: https://prezerosportstalk.com/contact/Support the Podcast: https://prezerosportstalk.com/donate/