At RacquetX, Padel Smash TV sat down with Alfons Bastida, Chief Marketing Officer of NOX, and Philippe Urreiztieta, USA NOX Distributor, for a deep conversation on the brand’s global vision and why the United States is one of its biggest priorities moving forward.

In this interview, we break down how NOX sees the future of padel, why the U.S. market is such a major opportunity, and what it takes to grow a specialist padel brand in a country where traditional tennis brands already have strong familiarity. Alfons shares NOX’s broader global strategy, including its focus on premium racket positioning, product innovation, and youth development through initiatives like the Next Future Academy, while Philippe explains how NOX USA is approaching the market from the ground up through grassroots activation, club relationships, B2B growth, and direct-to-consumer marketing.

What does one of the biggest representation agencies in the world see in padel?

In this episode, Cesc and Julian sit down with Daniel Dios from WME Sports to break down how global brands are entering padel, why celebrity involvement matters, what makes a player commercially valuable, and why Arturo Coello became a key fit for WME’s vision.

Daniel takes us inside WME’s approach to the sport, explaining the three layers they focus on — pros, celebrities, and funds — and how those groups help accelerate padel’s growth in emerging markets. He also shares how major brands like On and Rolex were educated on the opportunity in padel, why those deals do not happen overnight, and what brands are really looking for before they commit.

This conversation also goes deeper into the future of the sport in the United States, the need for stronger infrastructure, the rise of celebrity-driven interest, and why the next generation of padel players must be more than just talented on court. According to Daniel, the future belongs to athletes who can perform, communicate, represent brands well, and become true role models.

If you care about the business of padel, brand partnerships, player representation, and the future growth of the sport worldwide, this is an interview you do not want to miss.

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In this special RacquetX 2026 episode, Cesc and Julian sit down with two key voices from the world of Babolat Padel: Jose Luis Sanz, Padel Business Leader and Global Marketing Director at Babolat, and pro player Alejandra Alonso.

This combined conversation gives listeners both sides of the brand — from the global business strategy behind Babolat’s growth in padel to the player perspective from one of the sport’s rising stars.

Jose Luis Sanz shares how Babolat is approaching the growth of padel in the United States through premium club partnerships, education, activation, exclusive product development, and long-term brand positioning. He also discusses the brand’s Lamborghini partnership, the U.S. market opportunity, and how Babolat is thinking about the future of padel globally.

Alejandra Alonso gives insight into her personal journey in padel, what it means to join the Babolat family, her competitive mindset, and the equipment she trusts on court, including the Technical Viper.

This episode is a great listen for anyone interested in the business of padel, athlete-brand relationships, product strategy, and the continued growth of the sport worldwide.