In this session, Boris Ghirardi, adaptive athlete and Team Manager of the Adaptive UTMB, will explore how leading sports brands like Salomon are reshaping the future of athletics by embracing athletes with disabilities. Through his experience in co-developing the Hopper running blade and advocating for inclusive innovation, Boris will highlight key strategies for driving business transformation. Join him for a 360° perspective on how inclusivity is becoming a cornerstone of modern sports brand practices.