ISPO Munich/01/30/2018

Adidas Roland Auschel: ISPO is the centre of the sports industry

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Adidas is back at ISPO Munich as an exhibitor. At the Adidas Symposium in the ISPO Digitize Area, Roland Auschel, Executive Board Member Global Sales of Adidas, talks about ISPO as an industry centre - physically, but above all also digitally.

Roland Auschel, Chief Sales Officer at adidas, on the ISPO Digitize stage: "We're back at ISPO Munich to demonstrate our commitment to the specialist trade."
Roland Auschel, Executive Board Member Global Sales at Adidas, on the ISPO Digitize stage: "We're back at ISPO Munich to demonstrate our commitment to the specialist trade."

It has been twelve years since Adidas last exhibited at ISPO Munich. Now the sporting goods giant is back from Herzogenaurach.

"We are pleased that ISPO is breaking new ground and today offers much more than just the opportunity for a physical product presentation,"said Roland Auschel, Executive Board Member Global Sales at Adidas, at the launch of the Adidas Symposium at the ISPO Digitize Area. This is the format that ISPO and Adidas presented for the first time at the ISPO Academy in front of top-class guests from the industry - and which will receive its own event at ISPO on 28 and 29 June. 

Roland Auschel: "Every good industry has its focus"

"I would like to thank Adidas for the fact that we were able to design this area together with you," says Klaus Dittrich, Chairman of the Board of Management of Messe München GmbH.

In an interview with, Roland Auschel once again clarified this: "Every good industry has its focus, its centre - and also a platform on which it discusses. This is what we experience in the automotive industry, and this is what we experience in almost every relevant industry."

Adidas also attends the ISPO Digitize Event in June

And the following applies to the sports business: "We believe that if we look around the world, it can only be the ISPO that has global significance. We believe that ISPO can be much more than just a place where physical products are presented. We believe this can and must evolve into a forum where industry meets and exchanges."

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In the name of Adidas, Roland Auschel at ISPO Digitize has already taken a clear step towards the specialist trade: "We are back at ISPO Munich to demonstrate our attachment to the specialist trade. Open and transparent." Auschel announced that Adidas will also be at ISPO Digitize in the summer and appealed to competitors in the sporting goods industry to join them. "We hope that we have made a mark today."

For ISPO Digitize's summer event, Adidas has also announced the participation of CEO Kasper Rorsted. 

You want to register for ISPO Digitize in summer 2018?

The first Early-Bird tickets for the ISPO Digitize will be available shortly from 28 to 29 June 2018. Email us at and we will automatically notify you as soon as these tickets are available. Make digital transformation tangible for your company.

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