The Olympic Games in Paris are giving the sports industry and its value chain a rousing dynamic. And that doesn't just apply to host nation France. The event is an energy booster for the whole of Europe - although the strict regulations don't make it easy for many brands. How can they still benefit from the 2024 Olympic and Paralympic Games?
Sport accounts for 2.6 percent of French GDP. According to a study on the 2023 sports market in France by BPCE-Bank, official partner of Paris 2024, sport-related consumption amounts to sports-related consumption in France amounts to a turnover of 53 billion euros. Of this, 24.3 billion euros will be generated by various sporting events in the country and through the purchase or rental of sporting goods. In total, 128,000 companies in the sports sector generate a turnover of 71 billion euros per year, according to the Conseil National des Villes Actives et Sportives (CNVAS), which is under the auspices of the Ministry of Sport and the Olympic and Paralympic Games. It goes on to say: "In 2023, 50 percent of sports activities will be carried out in nature. Hiking, swimming, running and cycling are the four most practiced sports in France."
And worldwide? According to a recent study by WFSGI and McKinsey sales of sporting goods grew by 6 percent in 2023 - compared to 2 percent in 2022. We are seeing increases in all geographical regions, slightly more in Western countries and emerging markets. In 2023, growth was strongest in Western Europe (+8%), Asia-Pacific (+11%) and Latin America (+22%). According to the survey, competition with local players is increasing. Brands such as Anta, Li-Ning, Xtep and Erke in China and Port de bras in Latin America are gaining ground on the sports giants. It is expected industry is expected to continue to grow at an annual rate of around 7 percent until 2027. Drivers are new, trendy sports such as trail running, as the figure from the French Athletics Federation shows: in 2020, there were already 1.77 million trail runners worldwide. This does not even include other running disciplines such as marathons or jogging.
The most important boosters include international sporting events or traditional competitions that receive a lot of media attention - above all the Olympic Games. The top athletes involved are increasingly increasingly contribute to the development of their equipment, influence brands and increase the popularity of new sports through their social media presence.
Another lever is sports tourism, as already highlighted at ISPO Munich 2023 with a series of talks on this topic. In Portugal, Spain or France, this approach has a very strong added value. Regions and companies should develop it as a priority if they want to benefit from an increased number of visitors at certain times of the year.
In addition, a study funded by the Ministry of Sport and the Economy shows that 29% of French people are fans of sports tourism, whether for hiking or other sports such as swimming, cycling/mountain biking or canoeing/kayaking. This is opening up new opportunities for brands to manage their product margins differently - for example, through rentals or other offers that focus on usage rather than products alone. It also forces them to rethink their seasonality, as Oxbow is currently proposing with less frequently renewed collections. Recently Julien Durant, CEO of Picture Organic Clothingstated that he wants to integrate these usage-based consumption practices into sales by 2030.
Whether legal, climatic or reputational - the risks for brands at major events cannot be ignored. And the sports culture is developing accordingly. The specifications of the Olympic Committee contain specific environmental responsibility targets for brands in relation to transportation, food and merchandise sold during the Olympic Games. Reputational risk can have an impact on public image and credibility. Controversial behavior, production scandals, faulty products, inappropriate statements or the behavior of an athlete can damage the reputation of the team or brand they represent. Recently, the Swiss magazine Ktipp published an investigation into the margins of ON Running. Customs records of 30 models were compared with the sales prices on the sneaker brand's website. The brand has since explained that the article contained inaccurate figures. But the damage to its image is there.
This example shows that traceability and transparency in sourcing are no longer secondary information. They protect against such risks and help to prepare for the challenges in supply chains. In addition, greenwashing regulations require brands and marketers to review their marketing and sales arguments from an accounting and legal perspective. In France, greenwashing is considered a misleading commercial practice. It is a criminal offense punishable by consumer protection and the DGCCRF (Direction générale de la concurrence, de la consommation et de la répression des fraudes ).
The Quiet OutDoor trend shows the aesthetic convergence between luxury and the outdoor world. This trend is also developing in commercial connections between luxury and sport. For example, the Tahitian surfer Kauli Vaast, who qualified for the 2024 Olympic Games, was chosen by Dior™ as a testimonial selected. Tennis world number two Carlos Alcaraz, swimmer Léon Marchand and Antoine Dupont, player of the French national rugby team, are Louis Vuitton™ ambassadors. Dior also has tennis player Pauline Déroulède under contract. L'Oréal™ and Décathlon™ are asking athlete Nantenin Keita, a member of the Paris 2024 flag-bearer delegation, to join them.
Stéphane Ashpool, creator of the Pigalle Paris™ brand, dusted off the official clothing of the French athletes for Le Coq sportif™ and turned it into pieces that will undoubtedly become icons. During the Games, the consumption of content and influence on social networks will explode: The history of the athletes, the background to the Games, the preparation and the emotions will be popular topics. Because what we remember is the sporting performance and the strength of teamwork. Some participants have immense communication potential, such as British skateboarder Sky Brown with her 3.5 million Instagram™ & Tiktok™ subscribers. In addition, events are becoming brands that are themselves associated with values, such as PARIS 2024™. These event brands protect themselves as much as possible.
A phenomenon can be observed that directly affects marketing and communication: ambush marketing is a marketing strategy used by a company or individual to capitalize on a specific event without having a partnership or official rights to that event. François Guéant, who managed the legal affairs of the 2023 Rugby World Cup in France, confirms: "Regardless of the sympathy bonus of an ambush marketing campaign, the risks are numerous. Loss of reputation through shaming campaigns that the organizer or its partners can launch. Civil proceedings due to unfair competition, with claims for damages amounting to several hundred thousand euros. Criminal proceedings in the event of brand piracy or fraud that overlap with unfair competition." Here, brands seek an interest in image associations, often through the commercial use of logos, color codes, keywords and hashtags associated with the event. Fraudsters create advertising campaigns or postings that give the impression of being associated with the event. Some organizations and associations have developed tools to help their members fight against unfair competition unfair competition. For example, the Union Sport Cycle association, where legal director Cécile Landreau advises members.
France's bid for the 2030 Winter Olympics offers an opportunity to put major competitions and planetary boundaries in context. There are several projects in support of the Olympic Games that address this issue. Among them is the NGO Protect Our Winters France, represented by Antoine Pin. Indeed, mountain areas are often at the forefront of climate change. The reduction in snow cover, the accelerated melting of glaciers and the increase in extreme precipitation are exerting considerable pressure on ecosystems, the availability of important resources and biodiversity. This sometimes calls into question the future tourism viability of these regions. Several measures could be taken to host the Olympic Games within planetary boundaries. Environmental compatibility, sustainable mobility and the reduction of environmental and carbon impact in particular would be the main points, alongside circular economy solutions for both equipment and infrastructure. The destruction of sensitive natural habitats must be prevented in order to promote ecological restoration after the Games.
Sometimes it is also local regulations that require a certain level of CSR commitment. At the 2028 Olympic Games in Los Angeles, official partners such as Nike™ or the eyewear brand Oakley™, which will provide sunglasses and ski goggles, must take CSR and legal frameworks into account. California will have implemented the California Safer Clothes and Textiles Act (AB 1817) by 2025. This bans the persistent chemicals PFAS (per- and polyfluorinated alkyls) in the manufacture, distribution and sale of new textile products. And suppliers are obliged to opt for less harmful alternatives. Sympatex™ and Primaloft™ already offer alternatives. And Bluesign™ makes it possible to track chemical parameters throughout the entire production process. At the beginning of 2024, Ökotex™ revised its standards to apply a limit value for the reduction of total fluoride content.
If the terms of the European Green Deal are implemented, carbon neutrality will be a target for 2030. In fact, it calls for reducing average emissions (compared to 1990) by at least 55 percent, i.e. decarbonizing transport and infrastructure. The host countries and regions are very committed in the years leading up to the competitions. Their task is to work together with local stakeholders for the economic development of the region while avoiding greenwashing situations. The biggest challenge of the transformation could be to convince people of the benefits of a sporting competition organized in a more virtuous way. This is what the Games of the future could look like: A global, peaceful sports festival that is organized in harmony with the region and its nature, where sports venues are used sustainably, where athletes* are respected and where brands also benefit because they can communicate their messages authentically without greenwashing.
The rush to the summit continues: ski tours are still very popular. To appeal to customers, brands have various routes to choose from. One of them combines innovative thinking with topics such as safety and sustainability. The whole thing is presented at ski touring events, for example - a win-win-win for brands, tourism and athletes.
The ski touring boom from pandemic times has stayed with us, the range of winter sports on offer has diversified and many people are no longer planning their winter vacation solely on the slopes. In addition to high prices for lift tickets and probably also sustainability concerns the number of German-speaking people who go ski touring on their winter vacation increased between 2022 and 2023, according to a study by the Bavarian Center for Tourism increased from 22 to 28 percent.
However, the new ski touring audience wants to be picked up and included. This is why experiences with like-minded people away from the crowds and events with a strong community are very popular. This results in an interesting field in which brands can become active and score points: On the one hand, there are the new ski tourers who are venturing off-piste for the first time; on the other hand, there are sustainability issues that make this environment more unpredictable, but also encourage "imperfect advocacy" and discussions.
Newcomers can quickly feel out of place or stupid when it comes to the basics or refreshing their knowledge. Video or FAQ formats are ideal for them, which are now not only offered by outdoor media, but also by brands such as Dynafit or Ortovox are now offered. This allows novices to consume informative content online in a self-determined manner and as required, and to find an individual introduction to ski touring.
From the necessary equipment and the basics of avalanche awareness, tour planning and prevention to risk management and avalanche search - it's easy to refresh your knowledge online. Testimonials from mountain guides and other experts provide the most important information in short, accessible videos.
People who go ski touring often want to take responsibility for their own behavior and be environmentally conscious. That's why Ortovox offers the Protact Lab Ortovox also offers well-structured knowledge and information on sustainability in outdoor sports.
Of course, groomed slopes are often used for the ascent, and mobility is still the big sticking point. Arrival and departure are and remain the biggest CO2 drivers - even when freeriding or ski touring. To ensure that the more sustainable image of ski touring does not become a fallacy, it is also important to educate and raise awareness among active people.
This also applies to the protection of wild animals: tourism associations such as Kleinwalsertal put up protection signs, rangers designate protected areas at weekends and thus bundle the ascent routes. And as part of ski touring days, such as in the Tyrolean Lechtal or at the Powderfest in Montafon, panel discussions are held at which various stakeholders such as brands, tourism regions and athletes explain their views on the topic.
There is a trend among freeride athletes in particular to deal with the topic more sensitively and take on more responsibility in their projects and videos - for example, by covering more vertical meters "human-powered" or focusing on regional, local projects. "You used to see in films how the professionals flew themselves everywhere by helicopter. That has changed," explains Powderfest organizer, ski guide and athlete Simon Wohlgenannt. On his freeride tour to the rather unknown Fanggekarspitze, for example, he set off from his front door by bike.
As a member of the Guide Alliance of the climate NGO "Protect Our Winters", Simon Wohlgenannt is also committed to climate protection. "I now have two children and am naturally committed to ensuring that they can ski for as long as possible. They should do the sport that is the greatest thing for me and where I have the best time." At the Powderfest in Simon's home region of Montafon, there are therefore also some points of contact for saving resources: Brand partner Ortovox is not only offering free repairs, but also Repair and Care Workshops in which guests learn how to properly mend their favorite merino shirt or fix the cut in their down jacket.
Protect Our Winters (POW) will also be at the start as an exhibitor to raise awareness of the fact that winter sports enthusiasts don't have to be perfect before they can make a commitment to the climate. "Our credo is: progress instead of perfection. We also speak of 'imperfect advocacy' in order to protect what we love and to be able to continue practicing our sport," explains Chiara Pizzignacco from POW Austria.
For anyone who ventures off-piste, there is one topic that is worth every training course: avalanches. Because in an emergency, seconds can make the difference between life and death. With a Safety Academy Ortovox as a brand offers one of the world's largest training initiatives for avalanche prevention. There is a comprehensive range of courses for the mountain sports community throughout the Alps at various levels and in cooperation with local mountain schools and regional partners.
In workshops lasting one or two and a half days with a focus on freeriding or ski touring, participants can deepen their knowledge both practically and theoretically. The courses ensure an extremely positive perception of the brand among the public and create the basis for loyal customer retention. Ski tourers can test devices and equipment free of charge on site - in the case of Ortovox, the company's own innovations and ISPO Award winners of recent years, such as the Diract Voice avalanche transceiver with voice control or the LiTRIC airbag system.
Alpine safety, tour planning to avoid accidents and the use of avalanche transceiver equipment play an important role in a carefree mountain experience. Mountain guide Julian Resch knows: "You can learn an incredible amount in two days in small groups that are tailored to your own ability. I don't understand people who don't want to spend the time and money on this. After all, it's precisely this knowledge that could be crucial if friends or your partner get caught in an avalanche."
Last but not least, workshops create a sense of community that benefits brands, organizers and athletes alike. This is where lasting rope and friendships develop between like-minded people. This also benefits the brand, as brand segments are promoted for the future if people stick around. In the spirit of Seth Godin's marketing classic "Tribes", a community of like-minded people and the feeling of belonging and pursuing the same mindset also forms the connection to the brand or offer that these platforms provide.
Different groups are available for implementation, depending on the level of knowledge and target group. Whether freeriding, ski touring or splitboarding - it makes sense to differentiate between beginners, advanced and experts. This way, everyone can learn specifically where the limits of their own technique or knowledge are pushed. At the recent Powderfest in Montafon, the hype in the advanced and expert groups was just as great as among the beginners. Some practised dropping cliffs or abseiling into a gully under supervision, while others took their first steps towards avalanche safety with search exercises in untouched snow. At the latest after the joint powder descent, it was clear that this community had not conquered the last summit on a ski tour.
Overfilled warehouses meet delayed delivery times, inflation and market turbulence unsettle consumers and curb consumption: 2024 is the year in which the outdoor industry must redefine and consolidate itself. Brands are now facing a reality check: Which strategy will bring me success? How do I communicate with my business partners? How do I navigate through this turbulent year?
Our OutDoor by ISPO Industry Navigator 2024 provides answers. The white paper offers sound insights and tangible strategies to meet the current challenges and develop future-proof solutions.
In a world where consistency and change go hand in hand, the outdoor industry is facing a turning point in 2024. In this environment, the OutDoor by ISPO Industry Navigator 2024 brings fresh ideas and marks strategic guidelines based on comprehensive consumer data and market analysis. Assets that are essential for brands to navigate successfully in uncertain times.
Download the OutDoor by ISPO Industry Navigator 2024 now to get the full insights and infographics and prepare for the future.
The white paper defines 11 key mindshifts that can lead brands out of the crisis. It considers the balance between tradition and innovation, the integration of health and outdoor activities and the importance of sustainable and ethical business models. These shifts in perspective are essential for brands to better adapt to the expectations of modern consumers. Ready for a brief insight into the 11 mindshifts you can discover in the OutDoor by ISPO Industry Navigator 2024?
Successful brands are versatile and suitable for everyday use, have a clear lifestyle orientation and offer products for various sports. Their consistency in the market wins the loyalty of customers.
You can find the detailed analysis including infographics and learnings after downloading the 20-page PDF.
Consumers are looking for products that not only meet their needs, but also appeal to their desires.
You can find the detailed analysis including infographics and learnings after downloading the 20-page PDF.
Buyers expect more than just flawless products - they expect a clear stance and social responsibility. Brands must live and communicate their values authentically in order to be credible.
You can find the detailed analysis including infographics and learnings in the 20-page PDF after downloading.
And you can discover these other mindshifts in the OutDoor by ISPO Industry Navigator 2024:
Do you want to know what the 11 mindshifts for the outdoor industry are all about and how they can guide you through the consolidation phase? Then download the OutDoor by ISPO Industry Navigator 2024 now!
The sporting awakening in Asia is not just about China. Neighboring India, the world's most populous country since April 2023, also offers a lot of business potential for the sports industry - and this is not limited to the all-powerful cricket. Diversity is growing, also thanks to new sports stars. In the run-up to the "India Sporting Goods Fair" trade show on March 19 and 20, 2024 in New Delhi, ISPO.com provides an analysis of the Indian sports market, with all the opportunities and risks.
Just under 18 percent of the world's population live in India. It is not only its 1.429 billion inhabitants that make the country a highly interesting and exciting sports market. In no other large nation is the population so young - on average ten years younger than in China. Over a quarter of the population is between 15 and 29 years old. Young Indians in particular are so keen on exercise and the outdoors that experts are certain: Sport will be the next big industry in India. Gaurav Vazirani, national director of the New York media agency GroupM, therefore sees excellent opportunities for the future: "The Indian sports industry is ready for further growth and development. The focus is on expansion beyond cricket. Building a strong sports culture can support the development of more world-class athletes and teams."
The Indian sports sector, which includes media rights, sponsorship, clothing, equipment and sports nutrition, is set to reach a total volume of over 100 billion US dollars by 2027 - almost four times as much as the 27 billion dollars from 2020, according to experts from Anand Rathi Investment Banking. The pent-up demand is still enormous. A few figures are enough to understand this: Typically, sport contributes between two and four percent of the workforce in developed countries - with athletes, coaches, event managers, PR experts, equipment manufacturers and many other jobs. In India, on the other hand, the figure is only 0.05 percent. A huge race to catch up is just beginning here.
A major factor here is the support of the government in New Delhi and the Indian states. "Politicians are very determined to promote sport and fitness. A large number of initiatives and programs have been launched," says Gautam Mehra, ISPO Category Manager for India. This is also due to the fact that despite the above-average young population, lifestyle diseases such as obesity, stroke, type 2 diabetes, heart disease and arteriosclerosis have become more and more prevalent in India in recent years. This motivates millions of people to exercise. As a result, the number of gyms and fitness centers is growing by leaps and bounds - which in turn is boosting sales of sports and fitness products.
Politicians in India have understood that an efficient infrastructure is the backbone of the sports ecosystem. That is why the country is currently building numerous new stadiums, training centers, academies and other sports facilities. These include the Gwalior International Cricket Stadium in Madhya Pradesh and the new Gopichand Badminton Academy in Hyderabad. The Narendra Modi Stadium cricket arena in Ahmedabad, the largest sports stadium in the world with 132,000 seats, is already in operation. The final of the Cricket World Cup was held here in November 2023 - where the defeat to Australia in the final was a huge blow for cricket-mad India.
The passion of Indians for cricket cannot even be compared with the enthusiasm of US fans for American football or the enthusiasm in Europe and South America for soccer. Cricket is more than a sport in India - it is part of the country's culture and connects millions of people. In 2021, cricket accounted for 88% of national spending on sport. However, other sports are slowly catching up: in 2022, cricket's dominance shrank at least a little to 85%.
"Football, for example, is becoming increasingly popular among the young population," says ISPO manager Gautam Mehra. But the figures from the cricket industry are still phenomenal. Player legend Virat Kohli has 266 million followers on Instagram. The Indian Premier League (IPL) received 6.4 billion US dollars from TV broadcasters Viacom18 and Star Sports for its media rights from 2023 to 2027. Only the US football league NFL can compete with such sums. And another fascinating figure: the 2023 IPL final, which the Chennai Super Kings won against the Gujarat Titans, was the most-streamed sports broadcast to date with 32 million viewers worldwide.
But the days when the Indian sports public focused solely on cricket or field hockey are over. There are new heroes and idols. Javelin thrower Neeraj Chopra became India's first athletics Olympic champion in Tokyo in 2021 - and only the second Indian athlete to win an individual medal at the Olympics after shooter Abhinav Bindra (2008). He was showered with medals and multi-million dollar awards in his home country. Among other things, Prime Minister Narendra Modi gave him the equivalent of 113,000 euros in personal prize money. In addition to gold bars, the new national hero also received several cars. But Neeraj Chopra can now travel even more comfortably: He received a lifetime free upgrade to business class from the airline Air India.
In addition to Chopra, who also became world javelin champion in 2023, India has other sports stars who don't have a cricket bat in their hands - including badminton player P. V. Sindhu, weightlifter Saikhom Mirabai Chanu and tennis ace Sania Mirza, former world number one in doubles. They all encourage young Indians to emulate them. Sports expert Gautam Mehra knows that the young generation's self-confidence is growing: "The feeling in India used to be that we didn't stand a chance in top international sport anyway. Now that has changed. And young people are thinking: if they can do it, I can do it too."
Compared to the West and China, the Indian sports market is characterized by many country-specific characteristics. Brands and companies that want to be successful here need to understand them and integrate them into their strategy.
Sportswear and equipment, especially for cricket, but also for other emerging sports such as soccer and badminton, are good business in India. Home fitness equipment, fitness trackers, protein supplements and sports nutrition are also becoming increasingly popular, especially in the cities. The dominance of cricket is diverting attention and resources away from other sports - but also offers an opportunity to capitalize on the popularity and success of the national sport. Digital services and eSports also have great potential among the tech-savvy young population.
However, the predominance of cricket as well as regionally very different cultures and preferences make it difficult to get started and achieve sustained success - as does the often not overly cooperative administration with its corruption. Tip from ISPO Manager Gautam Mehra: "The Indian sports market is exciting and offers great opportunities for growth. However, if you want to be successful as a foreign player, you should look for local partners who understand the country and its culture."
Cricket legend Harbhajan Singh, world champion in 2011 and now a politician, sums up India's prospects for sporting success as follows: "To make India a sporting nation, a joint effort is needed from everyone. We need to promote a culture of sports and encourage participation in all sports. By investing in sports infrastructure and supporting athletes, we can create a nation of champions."
A tapestry with a Norwegian pattern and a multiple Olympic champion with a creative drive - the rest is history: Kari Traa has been shaking up the outdoor industry in a feminine and colorful way since 2002. For women, by women, has always been the motto. Founder Kari Traa takes us with her and explains why she welcomes other women's brands and what has changed for female founders in the sports business from the brand's beginnings to today.
When I was in school, I was always the sporty girl who wasn't necessarily good at school. But I always liked to do things differently and put my energy into creative projects. When I later asked my mother what I was like as a child, she said: "You were your own boss". I did what I wanted, and I still feel that way.
As part of the Norwegian mogul skiing team, I was somehow always tougher than the other girls. I wasn't afraid of falling, always tried everything and told myself: I'm not going to die. Then I just went for it, but I fell a lot as a result. I was probably the one in the team who had the most crashes.
After winning gold at the 2002 Olympics, I realized that my friends were finished with their studies, some of them already had families and I thought about whether I shouldn't behave in a more adult and age-appropriate way. But I wasn't done with skiing yet. My sponsor at the time, Bula, asked me if I wanted to design a cap collection that they would sell. So I was able to ski for another four years and work as a hobby designer. After a while, it was a pretty smooth transition from sport to 100% business.
In 2006, we were at ISPO Munich for the first time. That was the starting signal for more brand awareness in Europe, even beyond Norway. In the beginning we mainly made hats, but in 2005 we introduced baselayers. We wanted to be the best in baselayers, but with a playful and humorous approach. And with lots of color. For the Kari Traa brand, that and the fact that we were a women-only brand was crucial. We are still known for our baselayers, especially the Rose baselayer, which is inspired by the traditional pattern of a Norwegian tapestry. This specific tapestry still hangs above the sofa on my parents' farm in Voss. We have evolved as a brand ever since and I thought that at some point we would have a product that would replace the Rose Baselayer, but it is still a perennial favorite. It was always clear that we would remain a women-only brand, although we were always asked when we would make something for men.
We now have a collection that consists of different layers and is geared towards different sports. Although we come from a winter sports background, we also make clothing for other outdoor sports such as hiking or trail running.
Of course, the current trend for sporty clothing plays into our hands. There are more and more brands for women, but the majority of them focus on yoga or something similar. Although there are many unisex brands that design specifically for women, there is still a need for more women's brands. I can only encourage women to do their own thing and start designing products from their perspective. I just say: welcome to the market! Because although we have been around as a brand for over 20 years, competition always ensures that you improve and push yourself more.
I've always been different, and that's what defines the Kari Traa brand. The sports industry has become a bit more colorful and, at least in Norway, we have also contributed to that. Over time, I think we lost sight of something that makes us different from other brands. In the meantime, however, we have found ourselves again and know that we have to be authentic as a brand and be ourselves. This has also brought us back to our unique selling point - also in terms of our colors and patterns. We try to push our own boundaries and not think so much about others.
We don't do anything differently or pay attention to anything specifically to please women, because our team is also made up of women, and for us that's just normal. We just want to make great products to support other women to be happier, healthier and stronger and we promote that through social media and our brand channels. A lot of this follows the motto: take your passions seriously, but not yourself too much. Our current campaign, for example, is called "Uff da", which means "Oops, but you'll be fine" in Norwegian.
When you are a small brand or just starting out, many things are much more difficult. It starts with sustainability and ends with producing styles in more sizes. When you start out and don't have that much money, it's difficult to produce XS, S, M, L, XL and XXL, because in the sports industry it's mainly S, M and L that sell. We've been lucky enough to be able to offer styles in more sizes year after year and kit out more women for their outdoor adventures.
It is also difficult as a small brand when it comes to sustainability - for example, being able to afford to buy sustainable materials in smaller quantities or making a difference in recycling. We need to become more of a partnership here and work together more.
At the moment, I sometimes get the feeling that it's all about money and power. The world situation with wars and conflicts is affecting everyone and people are spending less and less money. However, I think that in the end it can also be good for us if we all learn from the crises and do less harm to the environment by planning better and not just producing more and more and pushing it onto the market.
The Kari Traa team is of course now much bigger than when we started out. It's much more professional. There are 22 women in the team, most of them in Oslo. Although I always found it easier to work with men in the past: The girls in the team are very disciplined and there are no intrigues either. We also sit together in the office with the other active brands and do a lot together across brands.
I'm no longer in the office every day, I can pick and choose. However, the team always involves me, be it in photo shoots or other projects. However, I wouldn't be able to take myself out completely, sit back and just observe what the team is doing - even if I now divide my time between different projects and work in an event location on an old dairy site in Voss, for example.
I actually prefer to be in the background and come up with new ideas for pictures and designs. For example, we want to recreate the Norwegian pattern of our Rose Baselayer with 100 women and girls in Voss over the next few days. Or I've sewn gloves from an old tapestry and a second-hand leather jacket that we want to give away on social media. So I'm more responsible for inspiration and tomorrow's ideas and I'm incredibly lucky. The team still wants me to be part of it. I am very proud of the team and how they continue to drive and develop the brand. Sometimes I think they are working too hard and then I remind them to stop and take a break. I've often thought about whether it would have been better if the brand hadn't been named after me. It was only a project for a few years at the beginning, I didn't know if the brand would survive. But one or two years turned into over 20. I turned 50 in January, but I guess time flies when you're happy.