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Bay Village 26 A strong thread throughout the session was Parker’s commitment to social impact. At his academy, 95% of students won’t become pro athletes – but Parker ensures they leave with career prospects and inspiration. His partnership with groups like LVMH has opened doors for students in fashion, retail, and hospitality – sectors represented widely in the TFWA community. Parker also hinted at big ambitions for the future, including a potential stake in an NBA Europe franchise – a move that would fuse American sporting excellence with European opportunity. Advice for travel retail leaders When asked what advice he’d offer travel retail executives seeking to align with evolving consumer aspirations, Parker responded simply: “Don’t lose the human contact. Don’t lose the experience.” He emphasised the need to stay focused on core values, be selective about new ventures, and lead with trust – echoing his team-first mentality. “As a leader, your job is to put the right people in the right positions and let them grow,” he said. Despite today’s global uncertainties – from geopolitics to climate change – Parker closed on an optimistic note. “I believe in people,” he said. “If everyone does their part, we can create a better world for the next generation.” Tony Parker’s presence at TFWA World Conference served as a compelling reminder that the principles of elite sport – vision, adaptability, and purpose-driven leadership – resonate far beyond the arena. His perspective offered travel retail professionals a fresh lens through which to view their evolving market. As the industry navigates rapid change, Parker’s message was clear: staying relevant means staying inspired – and always playing as a team. In yesterday’s TFWA World Conference, Tony Parker, Four-time NBA champion, entrepreneur, and philanthropist, discussed aspirational branding, lifestyle and leadership. The session explored new horizons for travel retail by looking at how the industry can evolve through innovation and diversification to reflect the aspirations of global consumers. Tuesday 30 September 2025 11 T F W A D A I L Y