CEP sets new impulses in the running market: Why Test & Try, orthopaedics and community are shaping the future

Running is booming in Europe, just as it is all over the world. In 2024, the running shoe market was estimated at around 50.98 billion US dollars, in 2025 it is expected to reach 53.62 billion US dollars. This dynamic ensures that specialist retailers, industry and brands are taking a particularly close look at ISPO: Where are the innovations emerging? Which concepts are gaining acceptance? And how is the interaction between technology, community and experience changing?

However, the figures also show that anyone active in the running environment, from retailers to brands, is operating in a market that is not only growing, but is also constantly looking for new stimuli.

A key driver is the longing for experiences and outdoor exercise, with the running trend generally being shaped primarily by urban developments. Running symbolizes the need to get out, push boundaries and get into the flow.

At the same time, the community dimension is gaining in importance: running clubs, social runs, brand events, hybrid challenges. The big trend in sport, and not just in running, is that it is becoming more social, more inclusive and therefore more emotional. Different groups are forming and their diversity appeals to more people, allowing them to build their identity around the feeling, the sport and the special form of community it creates. Because running is no longer just about pace, kilometers and competition. It's also about belonging, storytelling and experience.

New target groups, a greater focus on experience, increasing technical requirements and a specialist retailer that increasingly sees itself as a host and curator of product experiences: The industry has been talking about "experience" for years, and in the running segment it is now a must. Activation with test tracks, labs, workshops, community runs or modular test areas has become

test areas are now a matter of course. Those who want to impress stand out with additional services or special and exclusive events.

For sports retailers, this means that products sell more successfully if they can be experienced. More sophisticated technologies in particular - such as sole construction or innovative cushioning principles - need touchpoints where shoes can not only be explained, but also felt and run in.

One example that perfectly illustrates this development is CEP. Traditionally strong in the medical compression sector, the brand is now on its way to becoming a comprehensive running brand.

At ISPO, CEP is presenting the Omnispeed Bowtech, its first own running shoe - with the innovative BowTech dual-plate construction, which optimizes natural foot movement, increases energy efficiency and relieves muscles and joints at the same time. Developed by medical experts, it releases stored energy with every step - a technology that has already proven itself in orthopaedics.

In addition to the first model, which has been on the market since May 25, the successor model, the Optaspeed BowTech, will also be presented, which has been optimized in several key areas: A roomier forefoot, a revised heel construction and an adapted fit that offers more space and comfort over long distances. The second model will be available to end consumers in May 2026.

CEP is using an interactive test & try set-up that was specially developed for the trade show. Here, retailers, industry partners and the media can test the two shoe models and engage directly with the experts.

The format is exemplary of a trend: complex innovations need experiential spaces to get a first-hand impression and to understand the background in more detail in discussions with developers, designers and experts. This also applies to a trade fair where real hands-on moments are crucial.

After all, the technology only unfolds its potential when you can feel it for yourself and the brand wants to literally help the community in the shoe.

An interactive test booth invites visitors to ISPO to experience the Omnispeed BowTech and the Optaspeed BowTech first-hand, run and talk to the product team directly afterwards.

For retailers this means

● You can directly test how the BowTech technology feels.

● You get a feel for the target group and positioning

● You experience the innovation in your own use and not just on the product data sheet

CEP translates medical technologies into the running world.

Together with partner Fino(@runningshoesworld), CEP invites you to the Morning Run on December 1: a format that fits perfectly into the current community trend. In addition to the community, there will also be a group of content creators who will accompany the run together and use it for content.

At the same time, the shoe will be tested where it belongs: on the street, in exchange, in a shared experience. There will also be added value for trade visitors. In addition to the product test and the brand experience, direct feedback on the shoe can be given and the trade fair day can be started with movement together.

With its further development as a brand and the Omnispeed and Optaspeed BowTech, CEP provides insights into the future of the entire industry

1. health tech & running will grow closer together

The demand for personalized, relief solutions is increasing - and CEP demonstrates how performance, innovation and orthopedic expertise can come together.

2. test & try becomes the standard

The more complex the technology, the more important the experience becomes. Retailers need to create more places to test. Brands need to offer more experiences.

3. brand becomes community - and community becomes product moment

Morning runs, test tracks and hands-on events create an emotional experience that no display can replace.

4. innovation needs context

Not every factor can be explained in a catalog. But it is easier to feel them while running.

You often only feel the best innovations when you start running. If you're at ISPO, take the opportunity to see for yourself. Come along to the CEP Morning Run on Monday at 8 a.m. or to the CEP test booth. Because the future of running is not created in the showroom - but in movement.