Borja Mera Urrestarazu is an Asturian entrepreneur who has forged his path in the business world through humility and perseverance. From the very beginning, Borja has managed to blend his passion for sports with his innovative vision in the digital realm, steering his career with a personable and authentic approach.
The Journey to Success
Before joining Siroko—a brand of sunglasses and sportswear that has achieved international recognition—Borja founded Techpump in 2007, a company specializing in web development that succeeded in attracting millions of daily visitors from around the globe. He accomplished this without significant initial resources, relying on his intuition, effort, and a committed team. This practical and humble approach allowed him to learn from scratch how to thrive in a competitive digital environment.
The Passion for Sports and the Spirit of Teamwork
Sports have always been a fundamental part of his life. Borja played basketball in the EBA League with Real Grupo de Cultura Covadonga during the 1999/2000 and 2000/2001 seasons. That experience taught him discipline, teamwork, and humility—values that have been key in his business philosophy. In fact, his love for sports is reflected in every detail of Siroko, a brand born out of passion for cycling, snowboarding, and running.
Purposeful Leadership
Today, Borja plays a crucial role as the CEO of Special Operations at Siroko, guiding the brand toward new horizons while staying true to its core principles. He also leads CEO.camp, an initiative that fosters entrepreneurship from home by sharing his experiences and lessons learned to inspire others to pursue their dreams.
A Historic Achievement and a Vision for the Future
One of the most exciting milestones has been witnessing Siroko become the first Spanish sports brand to sponsor the Los Angeles Lakers—a feat that signifies not only commercial success but also the global consolidation of the brand. Yet, Borja has always kept his feet on the ground, remembering his humble beginnings and working with the same dedication as always. Under his leadership and strategic vision, Siroko achieved a turnover of 40 million euros in 2023 and is present in more than 40 countries. But this is just the beginning. With plans to open more than 10 stores nationally and internationally, the goal is to reach 100 million euros by 2026.
The Philosophy Behind Siroko
For Borja, Siroko is not just a brand; it is a way to connect with people who share the same passion for sports and an active lifestyle. It is a project that grew from a small office in Gijón to become an international benchmark, never losing the essence of closeness and authenticity.
"I believe in constant work, in learning from mistakes, and in never forgetting where you come from. Siroko is proof that with humility and passion, dreams can come true." – Borja Mera Urrestarazu
This is the heart of Siroko—a brand led by an entrepreneur who has never stopped dreaming and continues to work with the same enthusiasm as on day one.
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