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The healthy lifestyle is a growing trend that involves the search for general well-being and physical, mental, and emotional health, leading the consumer to improve their eating habits and dedicate time to their physical activity and the implements required for its development. The consumer is more exposed to external stimuli that affect their decisions, opening the way for a consumer of trends and knowledge, derived from the digital age, where by having greater access to information about products and brands, and therefore likewise, the more feedback from other consumers, you can be more analytical or influential in your purchases; At the same time, given the growth and development of technologies, a more demanding consumer is also expected. In this sense, organizations must know the consumer profile and investigate the reason for their behavior, optimally meeting demand and offering products according to their target audience. For its part, the consumption of brands is a volatile variable that implies the consumer's psychographic perception, prompting him to prefer one over others available in the market. Given the lack of studies in the city of Barranquilla in relation to the above, the purpose of this research is to analyze the influence of a healthy lifestyle on the consumption behavior of international brands of sports textiles, establishing the following specific objectives: (i) Identify current sports trends in the market of the city of Barranquilla. (ii) Identify the current competition in the textile sector of international sports brands in the market of the city of Barranquilla. (iii) Characterize the demographic and psychographic profile of Barranquilla consumers in relation to international sportswear brands. Accordingly, the instrument was applied to a segmented sample of 147 people who practice physical activity in an age range between 18 and 40 who have purchased sportswear brands in the last two years; The reliability of this was determined through the Alpha Cronbach coefficient and three constructs were considered: attitudes towards physical activity, consumption habits and assessment of attributes and purchase intention of the sports client. Based on the data ESTILO DE VIDA SALUDABLE Y MARCAS DEPORTIVAS EN BARRANQUILLA 7 obtained in the survey, together with the observation guide, the characterization of the demographic and psychographic profile of the Barranquilla consumer of sports textiles was carried out. The results obtained showed that the Barranquilla consumer is not loyal to a brand and is susceptible to acquiring others on the market that are consistent with their criteria in the price-material composition-quality relationship. Likewise, it allowed identifying the strategies implemented by international sports brands, where each one develops its own identity of visual merchandising and window dressing, with standardized advertising at the national level, and applying psychological pricing strategies, hi-lo prices, and prices in relation to with the competition.

Firms are confronted with the challenge of learning how to develop and manage supply networks, which reduce their operating costs and maximize their effectiveness in the marketplace. In pursuit of such goals they are increasingly turning to the use of dynamic business models. Dynamic business models represent continuous change and therefore make firms learn constantly new and better ways of doing things. These changes are manifestations of inter-firm knowledge transfer. The aim of this research is to explore dynamic business models as an example of inter-firm knowledge transfer. Adopting a case study approach, we examine three components of dynamic business models, 1) network structure, 2) inter-firm routines and 3) knowledge forms and describe their integration through a problem solving approach to building an offshore supply network. Our empirical findings suggest that dynamic business models help organizations identify and link key actors with each other (at the firm and individual level), and aid the identification and specification of appropriate knowledge types and knowledge transfer mechanisms for different actors, in different contexts.