Nobel Peace Prize winner Professor Muhammad Yunus sees sport and society as closely linked. For him, sport is a socially unifying force that can be used to solve social problems. As head of the transitional government following the protests in Bangladesh, Yunus now has to show that he can unite a community.
Professor Muhammad Yunus founded the Grameen Bank in the 1980s, with which he provides microloans to the poorest people in Bangladesh - and thus helps them out of poverty. In 2006, he was awarded the Nobel Peace Prize for this social commitment, among other things.
As an ISPO partner, Yunus sees sport as an important force for social solidarity. "Do we really want to go back to the way the world used to be? That world was terrible. It would be suicide. There is no way back"warned the 2006 Nobel Prize winner. Instead, we need ideas for radical changes for a world without unemployment, social injustice or environmental pollution.
What can everyone do to help? According to Yunus, people and the economy are suffering in the current world situation anyway. "But then shouldn't we be suffering for the next generation and a better future, rather than for a world as it was before?"
For Yunus, sport is "a very, very essential component for a better world". How can this work? "Sport is like a pyramid"explains Yunus: the top athletes are at the top, below them are the millions of recreational athletes who look up to the world-class athletes. It is precisely this role model function that professionals and those responsible must become aware of: "When athletes say that they don't want to go back to the old world, people will listen to them. They are role models!"
On the trail and at Fashion Week, on the mountain and on the big stages, on city trips and when camping - anyone who is anyone in the fashion world does the same as outdoor enthusiasts and professional athletes and wears adidas TERREX, Snow Peak, Salomon, The North Face or Arc'teryx. How have these and other outdoor brands managed to define a new mega fashion trend? We have taken a look at the most exciting business models and marketing measures and summarize the key points for a fashionable business strategy - especially for brands that are still at the very beginning.
The global hype surrounding functional it-pieces goes by the name of gorpcore - a neologism made up of the terms "normcore" and "gorp", the acronym for "good old raisins and peanuts", another term for the trail mix popular among hikers. Since New York Magazine first used the term in 2017, the trend has been growing and has been defining the looks of fashion-conscious Gen Z around the globe since the end of restrictions due to the coronavirus pandemic.
Trail runners from adidas TERREX, Salomon or On, chunky outerwear from Patagonia or The North Face, backpacks from Sandqvist, sunglasses from Oakley and hiking boots from Hanwag are no longer just running on trails and mountains, they are running through cities, through offices, across catwalks and, above all, through Tik Toks and Instagram stories. Even practical thermo mugs are experiencing a viral hype and are becoming fashion accessories, as the Stanley Cups prove. Gorpcore embodies the new lifestyle of Gen Z and Generation Alpha and is now considered the most enduring trend of the last 100 years.
According to McKinsey, sales of outdoor products rose by 24% in the year following the pandemic. This is not only influencing the fashion world, but is also changing the outdoor sector. Entering the fashion market definitely offers great opportunities and can already be very promising for outdoor start-ups. However, it is also clear that the fashion world has always been much more competitive, the sector is much larger and the target groups more difficult to reach. How can you still make it?
Many leading technologies originate from the outdoor segment. The fashion industry, for example, has long made use of textile developments such as Sympatex™, Nox™ or Polyola™ - all innovations from the outdoor industry. This gives them immense importance. It also works the other way around and is much less frowned upon than it was a few years ago. Why shouldn't the running shoe also come onto the market in a trendy neon look? At least at On, the design language has evolved considerably over the years and it seems as if Caspar Coppetti and his team are no longer so skeptical of the fashion world.
This is just one of many examples that demonstrate the importance of the brand message. Patagonia and Ortovox take part in documentaries to highlight their concerns about environmental protection or climate justice. Outdoor brands have this educational aspect ahead of fashion brands: a connection to sport, to nature, to the environment, to healthy success. Real sustainability out of conviction instead of greenwashing and fast fashion. Those who concentrate on this and focus on their (digital) storytelling have a good chance of being well received by Gen Z.
However, there are also offline opportunities to enter the fashion market. In the case of Hanwag, a pop-up store at Paris Fashion Week was the breakthrough in the fashion segment. The retro red dot was sold out immediately. Other sportswear brands are also presenting new editions of their classics or innovative outdoor collections in the high fashion segment: at Fashion Weeks in Milan, Paris and Tokyo, on the catwalks of major luxury fashion brands or in their own showrooms - even during furniture fairs such as the Salone del Mobile in Milan.
Alongside major luxury brands, athletes continue to be the most promising partners, as the sportswear megatrend is growing in parallel with the hype surrounding athletes. According to a forecast by PwC, the sports sponsorship market will grow to 109 billion US dollars by 2030. This is a huge market for both fashion and outdoor brands to reach new target groups. Many high fashion labels have already recognized this and are bringing athletes on board for advertising campaigns or equipping them with luxury products that are then seen millions of times on their social media channels.
The luxury group LVMH, which includes Christian Dior, Givenchy and Louis Vuitton, is a partner of the Olympic Games in Paris - a clever move that the outdoor industry can learn something from. Where do fashion trends originate? Who sets them? And where does your own brand message fit in?
If you keep asking these questions and answering them for your brand, you have a great chance of entering the fashion market and tapping into new, loyal target groups.
Success in competition and winning a medal demand everything from athletes. You might think that this triumph automatically leads to more attention and financial benefits. But the reality is often different. Not every winner can take advantage of this opportunity. So how can athletes market their success sustainably? Five decisive factors that influence athletes' long-term success in sports marketing.
The water sports world has been eagerly awaiting the 2024 Summer Olympics in Marseille! We spoke to Ariane Imbert, national coach of the French kite foil team and coach at the French Sailing Federation. She reveals how the team is preparing for the Olympics, why kite foiling could become the next biggest Olympic Sport and how the industry wants to make water sports more sustainable.
Could you imagine floating over the water at crazy speed, almost as if you were flying? That's now possible with kite foiling. Kite foiling is a new Olympic Sport where a board equipped with hydrofoils gets propelled by a kite. The result? A Sport where you float over the surface of the water at top speeds. The discipline is set to become an Olympic sport at the next Games. Two new sailing disciplines will be added to the program at the 2024 Olympic Games in Paris: windsurfing with IQFoil and the "form kite", also known as the kite foil. When thinking of someone who is particularly well placed to assess the changes in the world of sailing, no one better comes to mind than Ariane Imbert. She is responsible for training the French kite foil team and works closely with the French Sailing Federation.
Ariane Imbert shares the following: "I come from Nice and grew up between the sea and the mountains. My first passion was snowboarding, and I competed in this sport for several years. After obtaining a STAPS license (sciences et techniques des activités physiques et sportives/science and techniques of physical and sporting activities) while accompanying an educational project for children, I focused on coaching, skiing and training. After a few years away from the sea, I came to Hyères where I discovered kitesurfing. I then decided to get my professional kitesurfing license so that I could teach. I then set up a kitesurfing school and started teaching children. In 2012, the discipline developed into a top professional sport. The French Sailing Federation now works closely with my school." In the world of kite foiling, Ariane shared her experience: "You learn faster through competitions." This insight shows that to create the stage for kite foiling as an Olympic sport, athletes need to be presented with competitions and opportunities to grow.
In my training concept, the focus is on the athlete. He/she takes on the organization of the project and creates the desired environment. The coach is there to advise him/her and provides the right conditions for the learner to develop. Mindfulness is important to me, so I am responsible for strategies to develop and organize actions. I am there to encourage, push and motivate in difficult moments. I run trainings according to an American management style, where everyone knows their tasks and I only step in when there are problems. I have the role of a person who regulates and motivates, but also helps to develop new strategies depending on health, the shape of the athlete and the weather conditions. I boost my students in strong moments, but sometimes I also slow them down.
This approach to coaching is a cornerstone of success in kite foiling as an Olympic Sport. "My vision is not to decide everything, the athlete is at the center of the project.”
When sailing, it's very important to know the water and its characteristics. During training, we practice in different conditions. Navigation styles vary depending on wind strength and direction, water conditions, swell, waves and many other influencing factors. The conditions in Marseille are technically demanding, which is why we also use similar water areas in France and abroad for practicing. We try to develop strategic patterns. To do this, we follow the international competition calendar to complete different types of training nationally and internationally. We work with regatta coaches and take part in competitions. So, we are well positioned for the Olympic Games and have optimized performance at all levels. Feeling good mentally is also important. The athletes shouldn't succumb to the pressure of this event, which will take place at home for the first time.
"When it comes to training routines, the better you know your field of action, the better you will perform in the competition.” Kite Foiling is very dependent on the natural conditions of the water, and this is why gaining vast experience in Marseille where the Olympics are held this year is crucial to ensure that this sport takes the Olympic world by storm.
Equipment is very important in water sports. It is the key to performance. Kite foiling is a sport where the results depend heavily on the choice of equipment, the settings and the condition of the water surface. We have different types of boards and sails to adapt to the climatic conditions, the wind and the swell - that's essential. Foils will replace fins for the first time in this sport at the 2024 Olympic Games in Paris. Unlike a boat, which floats according to the Archimedean principle, foil boards are advantageous for speed. Foil (water wing) and IQ foils are connected to the board via a kind of mast. It is comparable to an airplane flying through the water. It generates minimal air and water resistance and exerts very little pressure on the surface. This means you can ride in lighter winds as it slows you down less. The angle on the wind and the speed are also improved. With the IQFoil, the same principle applies to the rear wing. The water flows in on the underside of the wings and accelerates on the upper side, creating an overpressure that carries upwards. At the rear, the tailplane has an inverted profile that carries downwards. The interplay of forces creates a feeling of flying and floating.
The kite foil has one more sail that resembles a paraglider, which is connected to the harness. This kite generates traction that is opposed to the lift of the foil. This phenomenon of pulling and counter-pulling allows us to move forward and glide very quickly.
Equipment is of the utmost importance when it comes to kite foiling as an Olympic sport, and this forms the basis of your success. "You can't compete in a Formula 1 race with two horses, it doesn't work."
Environmentally, we are very committed, because if the sea is polluted by plastic or algae caused by climate change, we can't foil. Lauriane Nolot, who I'm training for the 2024 Olympics, once fell in the water because of a plastic bag. We work with Surfrider™ and Clean Ride™, collecting litter in the sea and on the beach during training. There are also areas where we need to improve, especially in terms of equipment and travel; unfortunately, top-class sport is not always compatible with ecology, and we are aware of that. We use a lot of material - sunscreen, boats, drones, cables and data waste ... Surplus equipment is therefore donated to young people on the French national team or to disadvantaged athletes. I take part in a program run by the Sooruz™ brand, which takes back suits to recycle them. We aim to live a local lifestyle, so we consume local organic and seasonal products and have a special program for certain athletes. For sailing training, we only use the sea and the wind, but I still need a motorboat, which is not really compatible with environmental protection. This is a global social problem for which there is no solution at the moment.
As far as competitions are concerned, we need to travel by air so that everyone can take part and the competition remains fair. Competitions must therefore take place all over the world. Electric boats could perhaps be used for training, although of course batteries also have disadvantages.
We are appealing to the association to act locally and find a balance between exhaustion and performance with the energy this consumes.
Kite foiling, like every other Olympic sport, is one that requires resources and expenditures, but the French team is tackling this in the best and most sustainable way possible. The future of kite foiling as an Olympic sport is bright, so this area will very likely also see drastic improvements.
For mixed competitions: We had a lot of boys and one girl, it was pure chaos at the beginning. We designed a selection and recruitment cycle so that we now have more female athletes at a very high level. This density brings more people to our sport. In the French Sailing Federation, we have two female coaches in ten classes: Françoise Lecourtois, coach of the national team in the 49er (dinghy type), and myself. Unfortunately, sporting experience and success are often incompatible with family life. You can't compare yourself in that respect, because when you have enough experience, you're at the age to start a family, and sometimes that's not compatible. My philosophy: don't ask questions, you just have to do it.
"In my career, I've taken a wave out of passion and I'm riding it to the end. In life, you have to look forward." There are unique challenges in kite foiling as an Olympic sport when it comes to creating mixed teams, but this is an aspect of kite foiling that is continually being improved and focused on.
At the Olympic Games, we expect good reactions from the public because it is a wonderful sport. The aesthetics and technique of kite foiling are amazing, and the speed makes you dream. Especially when you set off, the proximity to the athletes is impressively beautiful. At the moment, there aren't many people in the world practicing this sport. It could become hype because it's so much fun. On the other hand, the rules of the sport are complicated because you have to understand the wind.
The relationship with the environment, the contact with the water, the feeling of freedom while gliding, the movement that clears the head and increases feelings of happiness are what make this sport so special. Kite foiling and surfing can change the environment and society, and the best athletes are showing us how, as it emerges as an Olympic Sport. This was also the core of Flora Artzner's speech at the Surf Summit 2023. Flora is a biodiversity engineer and marine environmental consultant as well as an elite athlete and proves that a conscious, inclusive and low-tech approach is possible. She points out the contradictions of high-performance sport. In her discipline, she mentions problems with the material of the boards, even if progress can be seen with the first boards made from recycled carbon.
Competitions on the other side of the world and the lack of inclusivity are difficult for her to cope with. To overcome all these challenges, she organized every April, the world's first eco-responsible foil competition in Hyères in 2021: La Roca Cup™. To promote environmental responsibility in the industry and avoid environmentally harmful practices in the broadest sense, the Eurosima™ and Surfrider™ Europe associations have signed a reference document. By signing these standards, they want to tackle the problems of chemical waste, microplastics and greenhouse gases together. Often, it is also non-profit organizations that are concerned about the consequences of industrial production (e.g. The microfiber consortium, Ellen Macarthur foundation, Sea shepherd). By promoting sustainability, innovation and inclusivity, kite foiling is set to become one of the most popular Olympic Sports.
There are several advancements in kite foiling as an Olympic sport, and we’ll now dive into the most important facts about the 2024 Olympic Games. Firstly, The RS:X board was recently replaced by a foil board called IQFoil, the Finn kiteboards by the Kite Foils. This technical improvement paves the way for a kite foiling popularity explosion as it becomes an Olympic Sport.
Secondly, the mixed kite foiling competitions have been reorganized to offer a women's and a men's category as an Olympic Sport. All sailing competitions, including IQKite and Kitefoil, will be held in the Marseille marina, where test races were already held in July 2023.
Kite foiling is not just about mastering the technique; it's about overcoming fears and facing the challenges of the elements. This new, little-known discipline is a great development opportunity for outfitters specializing in sailing. Nevertheless, young flying kite foiling enthusiasts still have a long way to go to showcase the beautiful and aesthetic sport that requires strength, discipline, instinct and letting go as a leading Olympic Sport.
Breakdancing has been shaking the foundations of the dancing world for decades, and now it is making a grand debut at the 2024 Paris Olympics. Breakdancing is a beloved sport and is a favourite at the anticipated Olympics. From where breakdancing started years ago to how it will now grace the biggest sports stage in the world, the journey to the Olympics is one that shouldn’t be overlooked!
The Paris Olympics of 2024 has been one of the most anticipated and controversial global events in recent times, and it’s been a roller coaster so far. Considering the fact that Snoop Dogg was one of the torchbearers, there is no better fitting time for breakdancing to make its Olympics debut. At the 2024 Games, breakdancing will achieve what no other dance sport has managed before: B-boys and B-girls will break for Olympic medals for the very first time. This is the next major milestone for a sport that has its origins in the Bronx, and you can’t argue that breakdancing at the Olympics has a nice ring to it! It has been a decades-long battle in the making for breakers to get to the main stage, and their moment in the limelight has finally arrived.
Before breakdancing made it to the stage of the Olympics, it had much more humble beginnings. The urban dance style that is now widely known as breakdancing traces its roots all the way back to the 1970s in the famous neighbourhood of the Bronx. The sparks of breakdancing took flame during lively late night block parties. Against the backdrop of DJ and the New York nightlife, the stylised footwork and acrobatic movements became an integral part of the African American culture. By the 1980s, breakdancing was gaining popularity thanks to well-known groups like the New York City Breakers and the Rock Steady Crew. The first international competitions were held during the 1990s, carrying breakdancing on an upward trend that would lead to it making its Olympics debut nearly 3 decades later.
It's important to known that B-boys and B-girls have always been pioneers, and this has been a cornerstone of breakdancing that eventually led to its Olympics debut. Back in the 70s when African-American youngsters in the Bronx created breakdancing, they were pioneers who were whirling a completely new dance style onto the asphalt of the streets. And today, they will also be pioneers in Paris in 2024, representing the first time breakdancing has been displayed on a world Olympics stage. Breakdancing will then be the first dance sport ever to compete at the Olympic Games, which adds even more weight to this momentous achievement. The decision to include breakdancing in the Olympics came as an unusual move by the International Olympic Committee (IOC). Traditionally, it relies primarily on existing and established club structures to narrow down its list of approved sports. Breakdancing on the other hand, is different from these traditional Olympic standards, since it is not dominated by clubs, but rather by unofficial groups that come together to breakdance.
The first time breakdancing was given attention in the Olympics was back in 2018 during the Summer Youth Olympic Games. This single introduction was massively successful, so much so that it made its way onto the list of official sports in the 2024 Olympics. A dress rehearsal for the Olympic premiere took place in 2018 in Buenos Aires, and this is where the sport was included in the program for the first time. In a groundbreaking stunt, the breakdancing event topped over a million viewers, with the Olympics declaring it an “outstanding success.” This outperformed many of the audiences of other sports already, showing just how much magic breakdancing could bring to the Olympics. Breakdancing competitions were also held at the 2019 Southeast Asian Games in the Philippines, paving the way towards the Olympics in August everyone is eagerly awaiting.
The growing anticipation to see breakdancing at the Olympics can be felt all over the world. "In my opinion, it's great. People who previously only danced underground can now prove themselves," says Marco Greawert, founder of the Street Beatz crew. In lieu of this sport’s growing popularity, breakdancing schools and centres have been popping up all over the USA for one, and it’s hugely due to the impact that breakdancing finally being on the Olympics stage has on young break dancers, all ready to learn and hone the craft. Touching on the role that USA plays in breakdancing, some commentary: “Now, the USA is a front-runner at the Olympics,” Tyquan Hodac, USA Dance’s breaking communications director, told NBC Olympics. “We’re the powerhouse. Every other country is looking up to us.”
But among breakers, the opinions are not unanimous. Breakdancing being on the rise to an Olympic sport is also causing reservations. "Breaking is not just a well-organized sporting event, but a lifestyle full of spontaneity and creativity," says Thorsten Süfke, President of the Berlin Dance Sport Association. "You have to combine the lifestyle culture of breaking with the requirements of organized sport - that's a big balancing act." It seems that some breaking enthusiasts think the spontaneous nature of breakdancing contradicts with what is needed to become an Olympics discipline.
B-Boy and Street Beatz member Carl Ferdinand Beccard, for example, fears: "At the Olympics, there will probably be something like a list and the jury will check off everything that has to be fulfilled - that takes the creativity out of it." This puts a delicate spin on things, and whether the best break dancers in the world will be able to juggle the immense creativity of breakdancing with the rigid aspects of the Olympics remains to be seen. One thing is for sure, the whole world is holding its breath! On the other hand, many global partners like Toyota, Bridgestone and Coca Cola have teamed up to make the breakdancing debut at the Olympics as impressive as possible. The World Dance Sport Federation is now recognised as the international governing body by the IOC, signalling a long future for breakdancing in the Olympics.
The breakdancing competition at the 2024 Olympics will follow the strategy of most dance competitions. There will be two events in total, a female and a male option. There are two medal rounds in total as well - one for the men and one for the women. In a series of spectacular and stunning solo battles, 10 B-boys and 10 B-girls will compete in one-on-one duels. During a battle, the two participants take turns in so-called throw downs, each lasting 60 seconds. During this time, the dancers have the opportunity to impress the judges with their moves. Whether these power moves will include the 6-step, windmills or cool freezes, the audience is sure to be impressed. Breakdancing at the Olympics will rely heavily on adapting your style and improvising to the beat to impress the judges, and it’s expected to be a tough fight for the first breakdancing Olympic medals ever!
After the breakdancing battle, the Olympics jury of judges then awards a score based on six criteria: creativity, personality, technique, versatility, performance skills and musicality. Technique, performance and creativity make up 60% of the overall score, with the other three criteria accounting for 40%. Of course, whoever achieves the highest score wins and moves on to the next round of the Olympics breakdancing competition. The addition of new sports like breakdancing to the Olympics Roster is an attempt by the IOC to appeal to the younger generations, and breakdancing now joins the Olympics alongside surfing, skateboarding and sport climbing who made the list during the Tokyo Olympics. “All four are easy to take up and participants form communities that are very active on social media,” according to the Paris Olympics.
An action-packed breakdancing weekend awaits the audience in Paris – with impressive moves and thrilling performances guaranteed to make a splash at the Olympics.
On August 9, the breakdance battles will take place in the women's categories, with the qualifying round from 4 to 6 pm and the final from 8 to 10 pm. On the following Saturday, August 10, the men’s battle for the coveted title in their qualifying rounds takes place from 4 to 6 p.m., and the final from 8 to 10 p.m. Be sure to not miss this historical Olympics moment for breakdancing!
In the men's Olympics, three-time world champion Phil Wizard from Canada and Japanese breakdance star Shigekix are the top favourites in the breakdancing world. Shigekix has achieved third place at the 2018 Youth Olympic Games in Buenos Aires, making him a leading candidate. Other well-known names in the breakdancing scene are French B-Boy Danny and B-Boy Amir from Kazakhstan, who have significantly contributed to getting this sport to the Olympics.
Among the women, we have the US American Logistx and the Japanese B-Girl Ami, who won the 2022 World Championships. Another breakdancing legend is B-Girl Ayumi, who continues to perform at the highest level at the age of 39. Other stars of the breaking scene include B-Girl India from the Netherlands, who won the 2022 European Championships, as well as B-Girl 671 from China and B-Girl MadMax from Belgium.
There are two breakers from the USA who have qualified for the Paris games, B-girl Sunny Choi and B-boy Victor Montalvo. 10 B-boys and 10 B-girls have qualified out of a group of 80 breakdancing professionals who battled it out for a spot at the Olympics. “This is a chance for us to grow and educate people on breaking,” B-boy Jeffrey Louis shared with the NBC Olympics. He is ranked fifth in the world in breakdancing and believes the following about the Olympics: “If we get it right, we can create something unstoppable.”
Everything you need to know about breakdancing at the Olympics: