From Penalty to Velocità: Alexandre Estefano's Journey
Before leading the running retail brand, the executive worked at multinationals and led Penalty abroad.
Discover the story of Alexandre Estefano, managing partner at Velocità. Hailing from a family tied for decades to the founding of Penalty, he built a corporate career before taking the helm of the running retail chain and making running his primary sport.
Behind managing a brand dedicated to the running world, there is almost always a daily routine balancing business, family life, and daily training. For Alexandre Estefano, managing partner at Velocità, this balance encompasses his life as a father of three, a two-decade marriage to his Argentine wife—whom he met while living in neighboring Argentina—and living surrounded by nature on the outskirts of São Paulo while commuting into the city for work.
Sports heritage and corporate background
Alexandre's relationship with the sports industry began at birth. His family has operated in the sector for more than five decades, with his father being among the founders of Penalty, a brand established in 1970 that built a strong national presence across sports such as soccer, futsal, volleyball, and basketball. Despite this heritage, Alexandre initially forged his executive career outside the family business, gaining experience at multinationals like Nestlé, Mars, and EF.
His return to the family company came through a succession process. As the eldest cousin of that generation, Alexandre took on the challenge of leading Penalty's international markets from Argentina, working directly with marketing and product development to position the brand on a global stage.
Joining Velocità and connecting with running
The definitive turning point came when the family decided to professionalize Penalty's management, transitioning the founders and family members to the board of directors and hiring external market executives for the leadership team. Amid this transition, Alexandre saw great potential in Velocità—a venture started within the family circle by his cousin Marcelo alongside his father, his brother, and partner Carneiro.
Alexandre bought his father's stake in the business and, as the company grew, acquired the remaining shares to take full charge of operations. Intriguingly, running became part of his routine alongside the business itself: previously focused on tennis and gym workouts, Alexandre only adopted running as his primary sport after immersing himself in the day-to-day operations of Velocità, turning running trips into one of his greatest passions.