AI agents vs. human expertise: how sports retailers balance technology with tactile shopping. Executives from Amazon, Intersport and New Balance outline a future where AI supports, but does not replace, human expertise in sports retail, preserving the emotive, tactile store experience. AI agents or humans? The future of sports retail, as told by Amazon, Intersport and New Balance. At the ISPO Summit in Amsterdam, leaders from Amazon Sports, Intersport and New Balance debated the role of artificial intelligence in sports retail, underscoring a pragmatic stance: AI will enhance consumer journeys, but will not supplant the irreplaceable value of human guidance, especially in high-emotion purchases like footwear and equipment. Key voices - Avi Samtani (Amazon Sports Europe GM), Tom Foley (Intersport International Corporation CEO), and Ger Wright (New Balance VP sales EMEA) - agreed that the technology frontier will reshape shopping, yet physical stores, human staff, and brand partnerships remain central to trust and decision validation. "Today, a lot of multi-purpose agents just don't make the cut. I don't think we're there yet," said Avi Samtani, emphasizing that specialized, brand-aligned agents outperform generic, internet-scraping bots for sports retail. "Looking five years forward, I think we're probably having a very different conversation." Avi Samtani, Amazon Sports Intersport's Foley framed retail as inherently human-centric: with more than 5,000 stores, the emotive nature of sport necessitates real conversations. Wright of New Balance echoed this, highlighting the desire to touch, try, and trust - nearly every time a consumer spends a substantial amount on footwear or equipment. KEY TAKEAWAY AI will handle repetitive, data-driven tasks while humans continue to guide emotionally charged decisions, especially in performance footwear and equipment. Brands can accelerate value by feeding rich data into AI systems to improve recommendations without eroding the human touch. The conversation touched on the store's evolving role. Wright described a layered experience where the physical visit remains essential for fit, feel, and motivation, while AI-assisted services can streamline discovery and recreation of personalized assortments. Foley added that stores in community hubs - near schools and clubs - will sustain a bricks-and-mortar fabric that online channels cannot replicate at scale. On the consumer decision journey, Samtani argued that online timing is not merely checkout; it is the moment when a product remains in the consumer's mind after delivery and during use. In other words, AI will influence the post-purchase experience as much as pre-purchase discovery, while human interaction anchors trust during high-stakes choices. From an internal perspective, Wright predicted that AI could evolve into advanced forecasting and assortment planning, potentially removing some cognitive load from buyers. Samtani suggested a future with thousands of specialized agents, enabling cost savings that could be redirected toward deeper brand-consumer connections in store moments. The ISPO context - an international trade fair for sporting goods and outdoor equipment - provided a stage for pragmatic experimentation: AI is not a wholesale replacement for human labor or the tactile, aspirational dimension of sport shopping. The leaders underscored a blended model: human expertise, rich brand data, and targeted AI assistance that augments the shopper's journey without eroding the emotional resonance of sport. For fashion operators, the implications are clear: if you sell performance footwear, apparel, or equipment, your strategy should harmonize AI-enabled discovery with human service at the critical moments of fit, motivation, and aspiration. The emphasis on community presence - stores as hubs - suggests that the physical store remains a powerful differentiator, particularly outside major urban centers where location and experience matter more to community members. In practice, brands can begin with these concrete steps: * Invest in brand-aligned AI agents: curate data and decision rules so recommendations reflect brand DNA and trusted performance metrics, not generic shopping bots. * Preserve high-touch moments: train staff to intervene with empathy during boot fittings, gait analysis, and sport-specific consultations. * Leverage data collaboration: share non-sensitive product and performance data with retail partners to improve AI accuracy while maintaining shopper trust. * Develop community-driven store formats: host clinics, events, and local collaborations that reinforce the store as a data-to-experience hub. * Pilot regional rollouts: test in urban and non-urban settings to validate the resilience of human-centric, AI-assisted experiences. Looking ahead, the panorama for fashion retailers is not a binary choice between AI and humans. It is a spectrum where AI handles scalable, routine tasks and personalizes recommendations, while humans provide context, emotion, and experiential storytelling. In the sport category, where fit, feel, and motivation drive purchase, the blend appears not only practical but necessary for sustaining trust and conversion across channels.

INTERSPORT expansion signals push into North African market. October 17, 2026 Tom Foley, CEO of INTERSPORT Group, enters Morocco with One Retail's H&S Group as the sports retailer targets 2030 FIFA World Cup growth INTERSPORT has announced plans to expand its international footprint by entering the North African market through a strategic partnership with One Retail, the retail division of H&S Group. The agreement will see One Retail develop and operate the INTERSPORT brand in Morocco, bringing the Group's sports retail concept to consumers across the nation. The partnership marks INTERSPORT's entry into one of North Africa's most dynamic sports markets and further enhances the Group's international presence. Combining INTERSPORT's global retail expertise, international brand relationships and proven multi-brand model with One Retail's understanding of the Moroccan market and operational capabilities, the partnership aims to make sport more accessible through expert advice, relevant products and memorable retail experiences. * INTERSPORT is entering the North African market through a strategic partnership with One Retail, the retail division of H&S Group * INTERSPORT already has existing operations in two North African markets: Egypt and Algeria * The first INTERSPORT stores in Morocco are set to open in the first half of 2027 * The initial store openings will begin in Casablanca * Morocco will co-host the 2030 FIFA World Cup As INTERSPORT continues to build on its presence in North Africa, alongside its existing operations in Egypt and Algeria, Business Chief believe this partnership represents an important step in strengthening its position in the region while supporting the continued growth of sport and sports retail for years to come." Tom Foley, CEO of INTERSPORT Group Combining business strengths. Discussing the partnership exclusively with Business Chief, Tom Foley, CEO of INTERSPORT Group, says: "This partnership brings together complementary strengths and a shared ambition to grow sport. "One Retail combines deep local market knowledge and retail expertise with the scale and experience of H&S Group, while INTERSPORT contributes a globally proven retail model, international brand partnerships and specialist sports expertise. "Together, Business Chief is creating a foundation for long-term growth that will benefit all parties while helping more people participate in and enjoy sport. With growing participation in sport and continued investment in sports infrastructure, the market presents significant opportunities for long-term development. "As INTERSPORT continues to build on its presence in North Africa, alongside our existing operations in Egypt and Algeria, we believe this partnership represents an important step in strengthening our position in the region while supporting the continued growth of sport and sports retail for years to come." Tom adds that Morocco is a dynamic, rapidly evolving market that continues to provide exciting opportunities for consumers and strong growth potential for businesses. A retail brand that meets international standards. INTERSPORT says the partnership will allow Moroccan consumers to benefit from a modern sporting goods destination that spans key categories such as running, football, training, outdoor and lifestyle. The assortment will combine leading international sports brands with INTERSPORT's private-label brands, including McKINLEY and energetics. The first stores are set to open in the first half of 2027, beginning in Casablanca. Supported by One Retail's expertise across real estate, operations, logistics, marketing and customer experience, the partnership aims to create a strong platform for the long-term growth of the INTERSPORT brand in Morocco. Commenting on the expansion strategy, Moncef Belkhayat, Chairman of H&S Group, says: "With INTERSPORT, One Retail is taking another major step forward in its development and strengthening its ambition to become a leading player in Morocco's retail sector. "This partnership combines its market knowledge and execution capabilities with the strength of a leading international brand. "Sport & Lifestyle thus becomes a new strategic growth driver, with the ambition of building a high-performing, accessible and sustainable nationwide network." Mirroring Moncef's ambitions, Omar Benabdallah, Vice President of Beauty, Fashion and Sport at One Retail, adds: "Its ambition is to make INTERSPORT an essential reference in sports retail in Morocco, offering Moroccan consumers an accessible multi-brand selection and a shopping experience that meets international standards. "With the 2030 FIFA World Cup, which Morocco will co-host, we have a unique opportunity to support the growth of sport in our country and contribute to raising Morocco's international profile." INTERSPORT's key partners: Nike: Intersport collaborates closely with Nike to stock premium performance athletic footwear, technical apparel, and exclusive sporting equipment worldwide. CEO: Elliott Hill | Headquarters: Beaverton, Oregon, US Adidas: Through strategic retail alignment, Intersport distributes Adidas performance footwear, activewear, and specialized gear across its extensive global retail footprint. CEO: Bjørn Gulden | Headquarters: Herzogenaurach, Germany Puma: Intersport maintains a core commercial partnership with Puma to supply lifestyle activewear, team sportswear, and regional event gear globally. CEO: Arthur Hoeld | Headquarters: Herzogenaurach, Germany