Canadian Gordon “Gordie” Herbert is the basketball mastermind behind the German national team's recent successes, the highlight of which so far has been the historic 2023 world championship title. In an interview with ISPO.com, he explains how to coach big egos and why the number 3 is also of central importance to him with regard to a medal at the Olympic Games in Paris — his last tournament as German head coach.
Three children, three divorces - Gordon Herbert says of himself that the number 3 plays an important role in his life. But in addition to his private life, he also likes to think in steps of three when it comes to sport: After winning bronze at the 2022 European Championships at home and the 2023 Basketball World Cup, an Olympic medal in 2024 would be his third coup as coach of the German hoopsters in three years. "That's our goal," says the 65-year-old. And he also reveals his tactics for getting there in the interview.
"Before the World Cup, we talked about three points that we need to improve on. I emphasized these points again and again." Because it's easier to remember three than five or seven things that need to be improved. "We follow the same principle before the Olympics." The biggest psychological hurdle is not to rest on last summer's success, but to improve and to believe that the team can achieve even more.
Herbert often draws on sports psychology knowledge from his studies for his coaching job, but also on tricks that he has learned from his players or from other coaches. Although the Canadian describes himself more as a "field hockey guy" and prefers to watch ice hockey rather than soccer, he has nevertheless learned a thing or two from soccer coaches. His premise: "Whether you're in soccer, basketball or ice hockey - as a coach you can usually transfer things from others to your sport and style. You never stop learning."
It is also important for him to exchange ideas and to have sparring partners and mentors when he wants to talk something through or get an opinion. "You don't need seven or eight people, but you do need two or three." This gave rise to his philosophy and, above all, the vision with which he coaches the national team. "I firmly believe that the pressure shouldn't be greater than the joy of the job. That's exactly what we've tried to do with the national team."
In his words, it shines through how important communication between the team and coach is to him. But Herbert also emphasizes how important it is to bring out the individual skills of the players on the pitch and to build a harmonious team from them. Naturally, not all candidates make it into the team from qualification to the tournament. Some players have to be cut. Herbert also maintains close contact with them. He explains: "There were around 30 players who helped us to qualify but were not part of the final squad. These players were also hugely important along the way and shouldn't be forgotten." Such recognition is very important for the team structure, as the basketball coach works with many extremely talented young people who were able to become so successful in the first place because of their big egos and strong character traits - see captain Dennis Schröder. They have to be managed.
"I have an ice hockey background, so I also like players who are ambitious and enthusiastic. So I'd rather tame a lion than teach a cat to roar. I don't mind a bit of conflict and competition as much as having to push the players to fight harder and play harder. Sometimes as a coach you even create these conflict situations to see if the players are resilient enough or not."
As a person and coach, Gordon Herbert exudes an incredible sense of calm. He likes to go salmon fishing, has a house in Finland, where he was active as a player for a long time, and would describe himself as an outdoor person who loves nature and hates cities and traffic. The hustle and bustle on the sidelines in the basketball hall, on the other hand, doesn't bother him. "As a coach, I'm in the tunnel and don't notice much of it. It's more something you notice in the stands. I concentrate on the court and the players, I don't even notice what's going on around me."
If you look at how balanced Herbert is as a person and coach today, it's hard to imagine how he used to freak out on the sidelines. "As a young coach, I often let my emotions get the better of me. But you don't necessarily need that to lead a team. That also says a lot about the German national team, because I never had to demand performance and teamwork. When you have to demand that, emotions come to the fore more." Sometimes he would like to convey his emotions differently, but as a coach it is important to him above all to be authentic.
After soccer, basketball is the most popular sport worldwide. Nevertheless, Gordon Herbert still sees potential for growth in Germany: "The world championship title has increased the number of spectators in the German basketball league and more children have started playing. In two or three years, we'll have to see if it continues like this." He believes that the Olympic Games in Paris will play an important role and expects exciting games: "Serbia will be better with Nicola Jokić, the USA will come with LeBron James and Co. and Canada and Australia have ten to twelve NBA players. The French will be motivated as hosts, then Greece will probably qualify and Spain too - that will be great for basketball! It can be an extraordinary opportunity to grow as a sport."
The favorable seasons from the European public's point of view also make a difference. However, he denies whether he puts himself under a lot of pressure as a coach. "I want to enjoy my time with the team, because as a coach, those were the best moments of my life. Which has to do with the incomparable players we have."
"Our world is changing all the time, whether in business or sport. So my message would be to constantly adapt. Getting creative and thinking outside the box is part of that." He doesn't do this often enough himself. That's why Herbert likes to surround himself with creative people and their ideas. He also relates these new perspectives, which sport constantly needs, to basketball: "A change is also taking place in the NBA. The old hardliners are becoming fewer, but a different caliber of coach is coming in. I was one of these hardliners myself at the start of my coaching career. But the landscape is changing. And that's why we have to change too. Because the landscape does what it wants."
Would you like to build a partnership with a community with your brand? Then you've come to the right place. We spoke to Julia Topp and Kaddi Kestler, two real community experts who have co-initiated large outdoor groups themselves. They talk straight about the mistakes brands make when approaching communities, about the right forms of cooperation and why brands should definitely cooperate with communities.
Will smoking weed become the new skating? Cannabis legalization could turn the scene drug into a lifestyle trend - and German brands are already preparing to write success stories like Supreme. The (partial) legalization of cannabis is an intensely debated topic worldwide and has now been implemented in Germany. Why a drug could become a lifestyle trend and economic booster.
330 billion dollars - that's the global turnover in the drug trade. An incredible sum. So why not make at least part of it a legal market and profit economically? Some countries are already showing how it can be done:
1. USA: Prime examples from the USA show how successfully companies are using the green gold. Marijuana has already been legalized in 22 states, giving 158 million people access to the high. Sales amounted to 25 billion US dollars in 2021. The Cannabis Data Company BDSA assumes that sales of cannabis in the USA will continue to rise and could reach 40 billion dollars by 2026. A real growth market. One of the world's most successful cannabis companies comes from the USA - Curaleaf. The market capitalization of the brand is a whole 3.46 billion dollars.
2. The Netherlands: The Netherlands is the global pioneer when it comes to legalization. It has been possible to buy cannabis in coffee shops since 1976. And the market is booming here too: In 2023, sales are expected to reach 12 million euros with an annual growth rate of 15.7 %. By 2028, sales are expected to reach 2.5 million euros. While consumption is legal, the supply chain, i.e. cultivation and wholesale, is not yet - forcing coffee shops to purchase the products illegally.
3. Thailand: There is also movement in the cannabis market in Asia. Thailand was the first Asian country to legalize cannabis in 2022 - at least for industrial and medical use. However, since marijuana is no longer on the list of illegal drugs, consumption is possible. One important reason: legalization is intended to boost the economy, which has been weakened by the pandemic. The government has even given one million hemp plants to private households with the aim of supporting production. The market is seen as a megatrend and many companies are already investing. According to forecasts by Cannabis Catalysts, a turnover of 1.8 billion US dollars can be expected.
4. Spain: A role model for German legalization: Since the 1990s, cannabis lovers in Spain have been consuming cannabis in so-called cannabis social clubs thanks to a loophole created by legalization activists. Full legalization is already being discussed. Use for medical purposes has been permitted since 2022 and will generate a turnover of around 20 million euros in 2023.
5. Canada: Legal high has been possible in Canada since 2018, showing how successful the market can be. According to forecasts, total sales will amount to 3.6 billion euros in 2023 and grow to 7.7 billion euros by 2028. The two most successful companies include Tilray and Aurora Cannabis. The stock market values of both brands speak for themselves: Tilray is worth 872 million euros and Aurora 181 million euros.
6. Germany: Since April 1, 2024, the consumption of cannabis has been legal in Germany. With partial legalization, exclusive cannabis clubs for the legal kick and strict rules against the black market. It will be official from July - chill out, but with rules!
Will legalization lead to us being surrounded by a pandemic of pot-smoking potheads? Probably not. In 2018, the European Monitoring Center for Drugs and Drug Addiction in a report on cannabis legislation stated: "No simple correlation can be found between legislative changes and the spread of cannabis use."
Instead, legalization has a positive impact on many different areas:
Another important aspect is that cannabis opens up a new market for original business concepts and start-ups. New companies can emerge that specialize in the production, processing and consumption of cannabis, while existing brands can expand their product range.
Prime examples from the USA show how successfully companies are using the green gold. Marijuana has already been legalized in 22 states, giving 158 million people access to the high. Licensed cannabis brands provided more than 100,000 jobs in 2021. One year later, there were almost half a million employees. And the turnover? It amounted to 25 billion US dollars in 2021. The Cannabis Data Company BDSA assumes that sales of cannabis in the USA will continue to rise and could reach 40 billion dollars by 2026. A real growth market then.
Following legalization, the cannabis industry experienced a great deal of hype in the various countries. In some places, the gold-rush mood is now being followed by a phase of consolidation. Take Canada, for example: In Canada, billions of dollars have been invested in production and expansion, only to now see overcapacity. According to the Canadian Ministry of Health, 468 tons have even been destroyed. The biggest brands are suffering in particular, as the share prices of Tilray, Canopy Growth and Aurora Cannabis have fallen enormously over the past year.
A new glimmer of hope on the horizon of German drug policy: now that the Federal Council has approved the controversial law on the partial legalization of cannabis, new prospects are opening up for consumers and the economy. This historic decision, which allows consumption, possession and cultivation to a limited extent, could significantly increase the potential demand - far beyond the previous estimates of 400 tons per year. While the question of the feasibility of importing under the strict international agreements remains, this legislative progress should open up new growth opportunities, especially for established players such as Tilray and Aurora Cannabis. These companies, which already play a leading role in the medical cannabis sector in Germany, could now be on the cusp of even wider market acceptance.
And where does the rest of the cannabis medicine for the German market come from? Out of around 25,000 cultivation licenses worldwide, only 20 producers have a license to import into Germany. One of these companies is Cantourage from Berlin. Its co-founder Patrick Hoffmann is certain: "In the coming years, there will be a strong demand for cannabis medicines and recreational products both in Germany and in the European Union."
Cantourage is already working with 19 partners from 14 countries, including Canada and Israel, as well as Lesotho, South Africa, Uganda and Zimbabwe. The company sources the raw material from them and imports it to Germany for further processing as a licensed company. "Africa has a responsibility to play a leading role in the cultivation and processing of cannabis," says Hoffmann. This is the only way to meet the growing demand.
Auriey: Cannabis accessories with style
Auriey has been inspired by the USA and is already tilling the field for the new market. The Munich-based company is creating a real lifestyle trend with its stylish smoking accessories: no more ordinary headshops or bongs with kitschy cannabis leaf designs! "We looked around the American and Canadian markets. There is a whole other world around cannabis there. And we took that as our model," Anna Grafe-Busch and Philipp von Frankenberg, the founders of Auriey, tell ISPO.com. With modern and aesthetic bongs, grinders, pipes, papers and other paraphernalia, they show how noble the consumption of cannabis can be. They are fighting to change the cliché of unmotivated stoners and the supposed danger of hashish as a gateway drug in society. Anna: "You don't have to be a stoner to smoke weed. You can just smoke a joint from time to time."
Auriey's stylish accessories are already being well received, and Anna and Philipp see a good chance that demand for cannabis legalization will increase significantly. "This is something that is completely new. It's never been done before: decriminalizing something that has been declared a drug after almost 100 years and making it a stimulant. That is unique."
So it pays to be prepared! Above all, the trend reversal from scene drug to lifestyle could be exciting: "We are deliberately positioning ourselves as a lifestyle brand. After all, cannabis could develop in the same way as the skateboard market, for example, where brands such as Supreme have expanded into fashion or other lifestyle areas independently of sport. That's what we're counting on."
Naturali CBD: opportunities for CBD stores
"There is an incredible amount of potential," reveals Philipp Raabe, co-founder of Naturali CBD. As a CBD store, they already sell legal cannabis products - from flowers to hash and oils. Philipp has noticed an ever-increasing demand from customers: "Interest is extremely high. We're getting more and more requests for seeds, seeds or weed containing THC." Many companies are ready and willing to add products to their range immediately. "Since you are not allowed to buy from suppliers before legalization, it will probably take several weeks and then the stores and the business with THC products will boom." The expert anticipates immediate sales growth of 40 percent, which will level off at a plus of 20 to 30 percent after the initial euphoria.
It is precisely through legalization that the quality of cannabis can be ensured through state controls and consumers do not run the risk of buying diluted and contaminated substances.
Naturali is already in contact with various companies that currently produce medicinal cannabis. "Their plants have stable genetics and are very safe." According to Philipp Raabe, a sustainable and local source of supply could also develop from the non-profit cultivation of the future Cannabis Social Clubs (CSC). The prerequisite is that the relevant expertise is built up there and quality control is established to ensure that products do not contain any fertilizer residues or other impurities. Philipp is certain: "CBD stores may have a better starting position in terms of licensing than companies that are just starting out in the industry."
According to a research report, 9.3 percent of 12 to 17-year-olds in Germany have used cannabis at least once. A full 50.8 percent of 18 to 25-year-olds have done so. But what does it actually do to the body? Despite some benefits, cannabis, like alcohol, can cause considerable damage to health - especially for young people and adolescents. For them, consumption can lead to brain development disorders, which can result in reduced attention, poor memory and an increased risk of mental illness, such as schizophrenia, depression or anxiety disorders.
Smoking cannabis is particularly problematic. Numerous toxic and cancer-causing substances are released, which can damage the lungs. The American Lung Association therefore clearly warns against the consequences of smoking marijuana. Cannabis can also affect the cardiovascular system, especially at high doses. Pulse and high blood pressure increase, blood vessels dilate. With regular use, there is a risk of permanent cardiac arrhythmia and vascular damage.
It is unclear whether there is a risk of psychological dependence through regular use, as is the widespread opinion that cannabis is a gateway drug for harder drugs.
One promising application of cannabis is in the treatment of chronic pain. Cannabis is said to be able to reduce the perception of pain and inhibit inflammation. This makes it a possible alternative for patients who do not respond sufficiently to conventional painkillers or have to deal with side effects.
Cannabis is also used to treat certain neurological disorders such as epilepsy. It has been shown to be effective in reducing the number of epileptic seizures. Another promising aspect of cannabis is its potential role in the treatment of anxiety disorders and depression. It has been linked to an improvement in mood and a reduction in anxiety, without the psychological side effects of conventional medication.
In addition to its potential medical benefits, cannabis also has effects on the endocannabinoid system, which plays a role in regulating various bodily functions. It can help promote relaxation and stress reduction.
The discussion about the influence of cannabis on athletic performance has gained momentum in recent years. The case of American sprinter Sha'Carri Richardson in particular has made the sporting world sit up and take notice. She was excluded from the 2012 Olympic Games due to a positive test for THC.
According to the World Anti-Doping Agency (WADA), the drug is an illegal doping substance. And not just because of its anxiety-relieving effect: according to WADA, cannabis endangers health and violates ethics, sportsmanship, honesty and fair play.
But does cannabis really boost performance? Most studies come to the same conclusion: No. Endurance and strength, important elements in most sporting disciplines, are not directly positively influenced by the consumption of marijuana. However, it does indirectly: the anxiolytic effect, muscle relaxation, reduced pain perception and deep sleep are all effects of the plant that can support athletes under pressure, training stress, injuries or anxiety. Especially in high-risk sports.
Consumption is also widespread in other areas, for example to support regeneration. In the NFL, for example, 89 percent of players use marijuana, according to footballer Martellus Bennet. NBA players are now even allowed to smoke weed with impunity.
However, strong side effects can occur. Consumption can lead to dizziness, drowsiness and coordination problems, increase blood pressure and heart rate, slow down reaction times and disrupt the sense of time. Side effects that increase the risk of injury. What's more, cannabis contains numerous toxic substances that can lead to lung damage when smoked. Certainly not something that athletes crave.
Where once elaborate and expensive technology was required, today even brands with a small budget can produce spectacular outdoor videos thanks to smartphones, compact drones and AI editing software. Joachim Hellinger, founder of the European OutDoor Film Tour (EOFT), explains why outdoor and adventure films have such an appeal and what it takes to tell a good story.
Tierra del Fuego, Patagonia, Chile. Far away from civilization. Snow giants that have never worn another dress. Rotor blades of a helicopter slide in slow motion in front of the bright winter sun. At a height of three thousand meters, the side door of the helicopter opens and a snowboarder throws himself into a frenzy from a suspended position. He plunges down almost vertically, leaps over rock giants, flies dozens of meters low, glides through a pristine snow paradise and finds his fulfillment. It's professional snowboarder Travis Rice, in what is probably one of the most spectacular outdoor documentaries of all time.
For "The Art of Flight" from 2011, Travis and director Curt Morgan traveled to the most remote peaks in the world. The filming took two years with professional cine and action cameras, which not only provided outstanding images, but also a production budget of several million dollars. Behind the project is Red Bull Media House, an offshoot of the Austrian-Thai soda producer. With 14.6 million subscribers and around 4.95 billion video views, Red Bull is the most successful YouTube channel in Austria. The official trailer for "The Art of Flight" alone has been viewed 18.6 million times. Nowadays, hardly any surfing, snowboarding, cliff diving or motocross event is conceivable without bull branding. With its marketing and content strategy, the company from Fuschl am See has managed to occupy the action sports sector like no other company.
Outdoor content is no longer just something for established video producers or big budgets. Where specialists and expensive cameras were used in the past, many things have become easier today. High-quality content can be produced, distributed and consumed using just a smartphone. Simple and affordable. Small drones fit in your pocket and make it possible to take pictures that would have required helicopters a few years ago. Action cams and POV cameras are available for just a few hundred euros. And post-production has also become child's play. Thanks to AI and cloud-based editing programs, the content produced can be shared extremely quickly using a smartphone - from hand to mouth. Social media has greatly accelerated this process. For the established manufacturers of camcorders and digital cameras, this development is difficult to cope with. Since 2010, sales figures have fallen from 121.46 million a year to 7.72 million last year. However, there are still rays of hope when looking through the viewfinder. At least mirrorless system cameras are still enjoying increasing popularity. In Germany, this market segment recently saw eight percent growth. These "all-rounders" are packed with professional technology, are more compact and lighter than classic digital SLR cameras and therefore offer filmmakers more flexibility and application options. And what possibilities!
Dutchman Martjin Doolaard has shown that a bicycle globetrotter and one-man show can create something outstanding with relatively simple technical means. Equipped with a system camera, three lenses and a compact camera drone, Doorlaand has produced "Two years on a bike", a four-part YouTube documentary with an accompanying 400-page illustrated book. The videographer spent two years on the road, covering almost 20,000 kilometers from Vancouver to Patagonia. More outdoor adventure is hardly possible. The result is moments for eternity and for the big screen.
Stories and films like those of the traveling Dutchman are exactly what Joachim "Helli" Hellinger is looking for - and he always finds them. Hellinger is a film producer and founded the European Outdoor Film Tour (EOFT ) in 2001. Every year, the EOFT attracts around 250,000 spectators in over 350 cities and 14 countries. And the community continues to grow - also thanks to other film tours from Movin Adventures Medien. Various adventure and outdoor short films from all over the world are shown. Joachim Hellinger is proud of the success and knows one reason for it: "The more virtual our world becomes, the greater the longing for true stories and heroes, for authenticity and adventure." At the same time, there are more and more filmmakers who are embracing the genre and documenting themselves - precisely because investments are dwindling. Instagram and YouTube are full of outdoor enthusiasts who not only put themselves in the spotlight, but are also of great importance to brands in some cases. When caravanning, bikepacking or mountaineering, the latest products are exposed to extreme elements. In this way, outdoor brands increase their trustworthiness and influencers increase their reach.
Alina Jäger, Germany's most successful bike influencer, is one of them. On her Instagram channel @clippendinandfree she inspires around 243,000 people with her outdoor trips around the globe. Less well-known brands can benefit from her reach and establish themselves. But not everyone manages the balancing act between quality and nonsense as well as Alina. The rising tide of content also brings disadvantages. "The more content is produced, the more often there is content that is irrelevant," says Joachim Hellinger. On the other hand, there is a competition for originality, superlatives and extremes. "Going it alone, introspection and the world of thought are becoming increasingly important," says Hellinger. "Free Solo" was one such extreme solo attempt that set new standards. Free climber Alex Honnold conquers the almost 1,000-metre-high granite rock El Capitan in Yosemite National Park without a rope or any other technical aids. Honnold knows that he is only one misstep away from death. He never dared to dream that Free Solo would win the Oscar for best documentary film in 2019.
But it's not just extreme borderline experiences that lead to great success. The outdoor brand Patagonia has developed its very own content strategy. Patagonia wants to shake things up and is increasingly addressing socio-political issues. In its latest work, "Laxaþjóð - A Salmon Nation", Patagonia calls on the Icelandic government to take a leading role in Europe and ban salmon farming in open net pens in its coastal waters. This is also a personal concern of company founder Yvon Chouinard. Even if the Icelandic government is not impressed by this, Patagonia's YouTube channel, which currently has 453,000 subscribers, is benefiting, as is the brand's sustainable image.
As the world becomes more complicated and uncertain, our own cosmos becomes overwhelming and resistance increases, the search for happiness outside, in freedom, becomes ever more relevant. But does it have to become more extreme in the end? Rather unlikely. Today, film productions take place in the furthest corner of the world, in the darkest night, in the deepest water or at the highest altitude. In the end, it all comes down to creative ideas, moving stories and the special people who tell them - especially if you want to prevail against the tempting short videos from TikTok. "It doesn't matter whether a movie is produced with the latest technology or the biggest budget. In the end, it's about a good story and authentic emotions that make us empathize. The limits today lie in the content and you have to go a long way to achieve this," Hellinger knows. The industry can get inspiration at OutDoor by ISPO. The trade show is the perfect meeting place for brands, outdoor enthusiasts and content producers to develop creative storytelling ideas.
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.