manifesto
What is SPORT, and what is its meaning in this world where everything is becoming digital?
To feel the support of our teammate in difficult moments during a tough match, to have wounds on our elbows and knees again instead of calluses on our fingers from pressing buttons and moving joysticks; to share time with friends, training together in parks, schools, and squares, to experience joy through a basket, a net, a goal…
SPORT with capital letters… that’s how we grew up, and that was our SPORT! Playing EVERYTHING, tennis, volleyball, basketball, soccer, ping pong, baseball, rugby…, winning, losing…
Pseudo-evolution of SPORT
We speak with absolute respect, but also with firsthand knowledge. E-sports, E-Games, and all the E-… are not the SPORT we’re talking about. They are an extension of the lucrative world of e-business that, taking advantage of SPORT and its VALUES, benefits from the most vulnerable target: children and young people.
How long must we wait to understand that SPORT requires movement, discipline, generosity, sportsmanship, resilience… and that its impact is tremendously positive on our physical and mental health?
The latest WHO reports warn of a disproportionate increase in psychological pathologies associated with screens, video games, this new way of life… Meanwhile, parents look at each other with self-pity, thinking that this is just how the digital society is. NO! It is what we buy, decide, and allow every day.
For us, once again, SPORT can be the nexus of everything! Its transformative capacity is already more than proven. We don’t need to go back to the past to remember the impact it had on the 1995 Rugby World Cup (South Africa), transforming and uniting a South African society that came from a harsh context after apartheid, or the 1936 Olympic Games in Berlin, or those of Munich 72 after the attacks on the Israeli team… For this, and for many reasons, we continue to believe that SPORT must be the transversal element that modifies the behavior of these e-children and e-youth.
If we are able to see SPORT in a much more anthropological and holistic way, we can understand that SPORT is much more than a simple drive to attract quality tourism (which it undoubtedly is!), to generate values in society, or to instill resilience and discipline almost implicitly in our children (much needed, by the way!).
Humanistic aspects and anthropology today, more than ever, must fulfill a not-so-organic or concrete objective… At this time, the responsibility that these two words intrinsically carry is not limited only to “learning from the past, or seeing moral aspects that differentiate us from animals…”. At this time, they take on the value of an active principle, the same as an antibiotic in the presence of bacteria… Today, more than ever, we need to disconnect to reconnect, with the earth, with friends, with the sun, with the sea, and above all with that SPORT…
Of course, going to the gym, putting on your AirPods, and running for 40 minutes on the treadmill has a positive impact on your health… We will not be the ones to say otherwise. In fact, it is part of our daily routine, but: Don’t you think that seen from a zenithal perspective it gives the sensation of a certain alienation of the human being? Don’t you think there are infinite ways to improve the impact of that same sport or physical activity?
For us, it is clear that everything goes through a paradigm shift… First, proactively promoting “de-digitalization” at certain times. Second, going to training spaces where, above all, you train collectively (since we are social animals), where you have contact with sunlight, and you can feel the experiences and sensations through your own mechanoreceptors or proprioceptive systems, which is what we have them for!
There are important studies on the positive impact that simple moderate sun exposure has on our health, necessary to metabolize vitamin D, simple training in “barefoot” conditions, or playing sports in “settings” where nature is present…
Let’s disconnect to RECONNECT…
Welcome to the wild!
RAÚL MADRID
CEO | FOUNDER
CEO | FOUNDER
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