In the 2024 sports year, there will be plenty to cheer about at many events and the big brands can be on the winners' podium. The Consumer Insights Report, presented exclusively at ISPO Munich 2023, is all about upcoming major events and sustainable (winter sports) trends. Want more facts about the fourth quarter? You'll find them in our latest trend barometer - simply download it for free!
Major events do not automatically boost sales of sportswear - as shown by the controversial soccer World Cup in Qatar and the Winter Olympics in China. However, the two mega events of the 2024 sporting year, the UEFA EURO in Germany and the Olympic Games in Paris, France, are far more promising.
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Fact 1: The infrastructure is already in place and there are no critical construction projects being rushed through by autocratic governments.
Fact 2: In times of many conflicts and wars, the Olympic idea of a peaceful, sporting competition is even more relevant and important.
Further facts: Niche sports in particular benefit from the increased attention of international events. This brings brands and outfitters from the "Teamsports & Spirit" sector to the attention of consumers. Showing presence can be a game changer: This can be achieved through official sponsorships on the one hand and creative campaigns for the respective events on the other. Brands whose athletes compete at the Olympics, for example, are therefore very popular.
The big learning in "Teamsport & Spirit" is that sponsoring and equipping top athletes continues to pay off - even for less popular sports. Overall, the two major European sporting events in particular are casting their shadows ahead: Adidas is very high in buyers' favor over the next three months. Nike will also be in high demand - the two brands dominate the field almost single-handedly. Puma and Asics are also in the running.
Even though sponsorship and events are perfect for giving athletes and other communication ideas a stage, they are only two building blocks for successfully positioning brands and products. We all know that it's the mix that wins. A high level of credibility is fundamentally important. Working with cool athletes and social commitment seems to be a recipe for success.
A surprising result of the current ISPO Consumer Insights Report Q4/2023 is that collaboration with influencers has almost no direct influence on the credibility of the brand - at least not with a very top and sports-savvy target group. However, anyone thinking about removing all influencers from their marketing and sponsorship mix now needs to be careful.
Social media stars can still be an important part of a brand's communication strategy because they have reach in a relevant target group. At the same time, influencers can also do things that athletes may not be able to do - for example, support direct sales and sales or accompany product launches in the media.
As a result, influencers are more important for product communication than for brand communication. Marketing experts should keep this in mind for their go-to-market strategy.
The two megabrands Adidas and Nike are doing really well with their marketing mix: they are still at the top. Adidas in particular is helped by the high acceptance of its functional outdoor line Terrex and is scoring points in the healthstyle megatrend. Runamics can call itself an up-and-coming newcomer here.
Patagonia also continues to receive top marks from customers. The company's sustainability commitment to more sustainable shopping, repair services and protecting the oceans is well received. Picture Organic Clothing has the potential to become a similar love brand. For example, the B-Corp certified clothing manufacturer uses its own fabric waste for new items and offers a rental service for its sustainably produced jackets and pants.
Salewa, Salomon, Mammut and Ortovox have continuously developed into the most popular brands in the community in recent months. They are not only reliable companions for all outdoor activities, but also inspire their customers with fashionable, casual urban outdoor collections. VF can also call itself a high potential in the field of urban culture. With The North Face and Vans, the company is very well positioned. Adidas and Nike are at the forefront here. Also well represented: Patagonia.
In the "Digital & Connectivity" megatrend, Garmin leads the group unchallenged, but the absolute winner here is Wahoo. The fitness technology company has made great leaps towards the high-potential group. Coros emerges as a newcomer. The Chinese performance sports wearables manufacturer can look forward to increasing purchase intentions.
Finally, a look at winter ... The current ISPO Consumer Insights Report Q4/2023 shows one thing very clearly: the traditional and firmly established winter vacation will soon be a thing of the past. But there is also good news: powder fun is still very popular - but winter sports enthusiasts will be planning more spontaneously in the future.
The rental market is likely to continue to be a major beneficiary of this trend. Our trend barometer from the second quarter of 2023 has already shown that consumers now want to rent more goods than the hardware classics of skis, snowboards, bikes or surfboards. Whether jackets or pants - renting is becoming increasingly hip. For tourism destinations, this means offering alternatives in the event of poor snow conditions in order to better plan sales and capacities. A good example of this is the Austrian region of Ötztal, which offers Area 47, an outdoor leisure park including an indoor bike park.
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Do you want to know what trends will shape the future of fashion? We take a look at seven major future fashion trends. As a seismograph for social and technological change, fashion has always been a playground for innovations of all kinds. What are the fashion future trends for the next few years? ISPO.com presents the seven big trends.
Sustainability and digitization are the two major categories that will determine and change fashion trends in the future. No brand or retailer will be able to avoid them. Sustainability and digitization are anything but opposites. In fact, many sustainable developments can only be implemented through digital processes. These are the seven most important developments for the fashion of the future:
The market provides room for innovation and this influences the future fashion trend predictions. The clothing of the future is becoming more and more of a current trend and that makes people curious about new things. Predictions for future fashion trends only now seem fantastic and unreal. In fact, they are very close.
In Seignosse, France, board sports players and members of the European branch of SIMA (Surf Industry Member Association) met at the Eurosima Surf Summit 2023 to ride the waves of change in the industry. ISPO.com was also on hand to keep its ear to the trendy ground.
The program of the Surf Summit 2023 was more crowded than the beach of Tarifa in best kite weather: It was about corporate social responsibility with a focus on sustainable development, corporate governance and environmental management, customer relations, digital channels, innovation and design thinking. There was a roundtable on the growing Spanish market and finally an overview of current commitments and upcoming Product Environmental Footprint Category Rules (PEFCR) and European environmental labelling. Nevertheless, people were at the centre of all discussions about conscious, creative and efficient leadership - this is the message we can take away from this summit.
"Our priority is to successfully manage the current transition. At the same time, we want to remain attractive to the new generation, as well as unite and showcase best practices in our industry and other sectors." - Jean Louis Rodrigues, President, Eurosima Association
The event brings together suppliers, distributors, retailers, brands and the surf and snowboard community with the aim of strengthening the board sports industry in Europe in a sustainable way. Especially in the field of technical clothing and equipment, consumer demand is constantly changing. Sustainability is not just a buzzword, but a necessity.
For high performance athletes, head, emotions and performance are interconnected. These issues are essential aspects in adaptation and uncertainty issues related to decision-making and pressure resistance. This is true for companies, especially for hiring and managing teams. This is what the presentations by two Olympic champions, Grégory Mallet and Madeleine Malonga, were all about. The swimmer and the judoka shared their experiences and methods for turning pressure into success. For Grégory Mallet, personal success is only useful in a collective. Today, he uses his experience to help top executives and top athletes*. According to Grégory, mental well-being is a vital need that is underestimated by brands and competitions. The challenge, for example, is to plan communication with athletes during the period of Olympic preparation. For speakers, trust and a sense of security are crucial in the working world, just as they are in elite sports.
"We don't remember individuals, we remember the collective, the nation that wins. And individuals take pride in representing a collective, a country, a brand." - Grégory Mallet
But how do you position yourself in an Olympic year? That's one of the questions Madeleine Malonga answered with Anaëlle Malherbe, sports psychologist and mental coach at INSEP (Institut National du Sport, de l'Expertise et de la Performance): Before 2019, 75 percent of her consultations involved clinical cases. Only 25 percent were performance-related issues. The INSEP expert, who is accompanying Joduka Madeleine Malonga as she prepares for the Paris Olympics, notes a shift in the need for consulting. The parallels with the corporate world are clear: risk management, concentration, emotions, rapid decision-making. Anaëlle Malherbe said, "The goal is to maintain a balance to overcome challenges, and that requires a long-term investment." According to the two women, performance issues are often linked to mental health, and the same is true for team chemistry in a company. Commitment to a mission is an indispensable step for success, they say, because it builds self-esteem and allows people to reinvent themselves to remain high-performing.
"Opening up the conversation about mental health is the job of executives and leaders." - Anaëlle Malherbe, sports psychologist and mental coach at INSEP
The relationship with work set the tone for the social and community approach to corporate social responsibility (CSR) at Surf Summit. Mathilde Depaulis, a psychotherapist specializing in cognitive behavioural therapy and emotional therapy, placed a special emphasis on emotional intelligence to enhance teams, projects and skills. A sports enthusiast, she developed the podcast and toolset program "Mouvement." For the Surf Summit, she offered a seminar on emotional intelligence. According to the expert, it's important to understand and harness emotions to turn executive loneliness, climate anxiety or psychosocial risk into professional success. These often-overlooked levers of team cohesion and performance can also prevent silent resignations that sometimes damage employer reputations. The B2B version of her game-based approach, rooted in the concrete problems of the corporate world, has already won over several players in the sports sector. She works with them to improve decision-making, conflict resolution or communication.
"Emotional intelligence is the ability to recognize, understand, manage and effectively use emotions both in oneself and in others." - Mathilde Depaulis, psychotherapist and creator of the Mouvement Method
In France, companies have a 28 percent risk of burnout, and 78 percent of employees are exposed to high levels of stress. Pierre Etienne Bidon is working to improve the management of stress and psychosocial risks. He is co-founder of Moka Care, a company focused on mental health solutions for the B2B sector. It offers services to identify and support well-being in companies. According to him, vulnerability and performance are related to mental health. He presented his approach, which is based on time management, motivation and method. For example, his company has helped the Volcom™ brand maintain the well-being of its teams and avoid professional overload. It's time to change the way we look at these performance levers, he says. Given the challenges in recruiting and HR, it's an overdue statement.
"As an employee, it's often difficult to confide in your colleagues or managers. Mental health remains a taboo because we're afraid of being judged." - Pierre Etienne Bidon
Consumer behaviour changes at breathtaking speed, especially in times of poly crisis. It is very complex for brands to keep up with their clientele and engage them with the right approach, the right product and the right innovation at the right time. Valérie Bossé and Patrick Beauduin from the innovative company Maïeutyk™ France presented the changing landscape of the customer 3.0. According to them, it is time to start a new dialogue with consumers* to explore their ever-changing desires. To understand how this more horizontal dynamic can play a central role in the textile and surf industry, they proposed an H2H (Human to Human) approach. According to Patrick Beauduin, the company must prove its value beyond its expertise.
Due to the distrust of brands, lack of transparency and greenwashing, the reality of customer communication is changing. Echoing Procter & Gamble CEO AG Lafley's statement, "The consumer is now the marketer," monologue must become dialogue, and marketing must become more horizontal. Governance and contributing brand communications could help to better understand and win over the customer. There is a "raison d'être" movement: from competence to cause. With a mix of local values, solidarity and an awareness of collective well-being, the resilient company will be able to combine know-how and ethics. According to the founders, the Rossignol™, ArticFoam™ and Patagonia™ brands are examples to follow. They have proven the sincerity of their statements with commitment and transparency.
"Digitalization is a cultural revolution, the crisis is throwing everything over. It is time to reinvent the customer dialogue." - Patrick Beauduin, marketing expert and co-founder of Maïeutyk
This year's Eurosima Award for Innovation went to Wetty Wetsuit™ and its founder Gregory Pelagahe. Their "Impact Suit" integrates protectors and offers an unparalleled feeling of safety in all wave conditions thanks to its padding technology. It was designed together with Jérôme Sahyoun and Eric Rebiere and is made with natural latex, water-based glue and Limestone™ neoprene.
Florian Auger, the founder and design director of the Outercraft™ agency, responded to the question: how can we prepare companies to remain competitive in the long term by anticipating the expectations of future consumers*? According to the designer, the risks of product innovation should be reduced by observing a lot, studying consumer behaviour, developing operational strategies and being inspired by concrete examples of innovative projects. In his vision of a strategy for product innovation and brand identity, he compared design thinking, adoption curve profiles, and the concept of the pilot project. The critical question, he said, is how to build a sustainable future while maintaining a dynamic economy. Studio Outercraft has just won the award for Product Design in Sport and Leisure at the Paris Design Awards for the Hercule Studio™ brand yoga mat.
In the exhibit hall, the Oxbow™ brand showcased its new, extra-flexible Yulex™ wetsuit. Rip Curl™ showcased the Flash Bomb Fusion wetsuit with near-seamless and zipperless trims that offer remarkable water resistance through sweat technology. This nearly seamless suit is more integrable into the circular economy.
In terms of Circular Economy, the Ederrak™ company has developed a storage and presentation accessory for surfboards. Made from recyclable plastic, these modules are manufactured in France. They are both aesthetically pleasing and useful, allowing boards to be displayed at home or in the store.
Bertrand Piccard of the Solar Impulse Foundation stressed that modernizing ways of thinking and working should lead to decarbonization - and not the other way around. To discuss this topic, Renaud Bettin, VP Climate Action at Sweep™, took the floor. Decarbonization, he said, is not a hurdle to be overcome, but a competitive advantage waiting to be exploited. Sweep is a visionary company committed to the environmental, social and governance (ESG) revolution through software-as-a-service and carbon management. Using cutting-edge technologies, international standards (science-based target, objective sustainable development, ISO 27001, Gold Standard or CDP) and innovative methodologies, it offers a comprehensive range of services. To help organizations reduce their carbon footprint and make progress on their sustainability goals, Renaud Bettin said, the impact of what really matters must be measured. From purchasing to end-of-life, measurements should include impact supplier mapping, in addition to legally required data. But external and internal investments would also need to be backed up with data to become a contributing company. One goal: doing without things that are no longer useful or necessary. For example: less material through eco-design solutions, fewer emissions of greenhouse gases, doing without materials whose use burdens the carbon footprint. Above all, brands should refrain from beating around the bush in their communications. There is no such thing as a product with zero CO2 emissions. Staying authentic and investing in sustainable business models is more worthwhile.
"Decarbonization should become an advantage, an opportunity to reinvent the role of business in society." - Renaud Bettin, VP Climate Action at Sweep
Navigating the maze of European regulations and labelling can be difficult. For some countries, their distribution channels and market maturity make it more difficult to keep track. A roundtable to clarify environmental labeling for the European region was attended by Alicia Boyano Larriba from the European Commission in Brussels, Steve Duhamel Environmental Footprint Manager at Lacoste™, Vanessa Montagne Director of the New Collective Regime (REP) at Ecologic™, Pascal Dagras from the Ministère de la Transition Écologique and Etienne Crozet Product Compliance Manager at Rip Curl™. Around these experienced experts, Stéphane Popescu, founder of COSE 361™ and moderator of this panel, affirms that it is time to guarantee products that meet the highest standards of sustainability and quality. But moving from a mere declaration to concrete implementation requires a clear methodology. While France takes a strict approach to implementation, Europe offers the opportunity to remain discreet by not disclosing information. In order to avoid rebound effects, a methodology for assessing environmental costs in line with life cycle analysis and the Product Environmental Footprint (PEF) has yet to be confirmed.
For Europe, a precise timeline should be validated in the coming months, he said. This would allow the coexistence of an information presentation and existing initiatives that complement the processes. Panellists felt that a compatible mix of internal and external tools for traceability, greenhouse gas quantification, and reporting on social and environmental aspects of corporate governance would be the most effective formula for working on the ecological footprint.
"The problem with data collection is not about size, but about knowing your value chain." - Steve Duhamel, Environmental Footprint Manager at Lacoste.
A second round table was dedicated to the second-largest European market for board sports: the Iberian Peninsula. Jean Louis Rodrigues moderated the discussion, which included François Lassègue, Sales Manager Distribution Europe at Hoff™, Inigo Iraola, Managing Director of Rip Curl Spain, and Diego Roy, Managing Director Spain & Portugal of the Liberated Brand™ Group. These very sports-minded countries have a more cross-divisional approach to distribution, supported by a strong retail network. Due to their outdoor culture and 8000 km coastline, Portugal and Spain (including the Canary Islands) hold a special position in the European board sports scene. While retailers and distributors in the city centres focus on premium and consumer products, tourism is very influential on the coast. Brands like Pukas™, often associated with surf or ski schools, have an important position. International brands are developing alongside large retailers such as El Cortes Inglès™ or Decathlon™, as the average shopping cart remains low and price is the main purchase criterion.
In terms of environmental responsibility, François Lassègue stressed that consumers* are sensitive to price and brand message. Ecoalf™, for example, carries these values in its products and image. In addition, especially for surf suits and products with high added value, the guaranteed repairability of the product is highly valued.
"Spain is lagging a bit behind on the issues of environmental responsibility and the relationship with more conscious consumption is still decided by price. But this will also come to our market." - Diego Roy, Director Spain & Portugal of Liberated brand Group ™
With the Quiksilver™ Festival in the background, the annual gathering of surf sports enthusiasts came to a close. Surf Summit 2023 was a compelling journey through the challenges and opportunities of the textile and board sports industry. Sometimes it's the best athletes who lead the way in transformation. Maintaining a global competitive advantage, leveraging corporate responsibility as a driver of innovation, adaptation and well-being in business are the goals with which the Summit ended. For Jean Louis Rodrigues, president of Eurosima, the priority is to unite good practices from board sports or other sectors.
Staying curious, keeping an eye on the market with authentic commitment, using proven and new tools, and making decisions that incorporate planetary boundaries - these are narratives that Eurosima wants to actively shape to better support its members.
"We wanted to address the needs and expectations of our members through social, societal and environmental issues. There is a need for technologies and programs for data management to accompany a shift to Europe, to compensate for the loss of skills in certain professions and to develop the industry. " - Christophe Seiller, Eurosima Cluster Manager
Padel stands for high speed, and that applies just as much to the action on the court as to the general development. Hardly any other sport is growing as rapidly as padel, the explosive mixture of tennis and squash. The pioneers are Spain and South America, and now other markets are opening up in Europe, the USA and Arab countries. And events like the World Padel Tour tournaments are accelerating this development.
Quarter-finals of the BOSS German Padel Open. People stand in small groups on the forecourt of the Castello multipurpose hall in Düsseldorf. Between them, the world's elite of the padel scene strolls to the entrance, relaxed, their large bags slung over their shoulders, sometimes engrossed in a conversation, sometimes completely focused on the task at hand. And: virtually unmolested by bystanders.
In padel hotspots like Spain or Argentina, that would hardly be conceivable. There, numerous autograph requests and selfie requests would have delayed the arrival of Paula Josemaría and Ariana Sánchez or Arturo Coello and Agustín Tapia in the Players Lounge. On the one hand, the relative anonymity with which even absolute top duos can move around a German tournament shows that the development of the sport of padel is still in its infancy in this country. On the other hand, however, the fact that an international event with thousands of fans is taking place on German soil at all speaks for the growing interest in the trend sport.
This could now get a major boost: During the German Padel Open, the first stop of the World Padel Tour in Germany, the pros made the best advertisement for their high-speed sport in the glass cage with spectacular rallies. "We assume that this has a charisma," Jasper Ahrens, board member of the German Padel Association, said in Düsseldorf about the event. "In Sweden, for example, the development has exploded again after the first big tournament."
Ahrens believes padel tennis should take off in Germany through an event like the German Padel Open. If one wants to stay linguistically in space, the trend sport has long since reached orbit in other nations - especially in Spanish-speaking countries. Given the history of the sport, that's not surprising.
Originally, padel comes from Central America. In the late 1960s, businessman Enrique Corcuera had the scaled-down tennis court of his holiday home in Acapulco surrounded by high walls and a metal fence. Whether the walls were intended as a barrier to the neighbouring property or as a clever extra for exciting rallies seems unclear. What is certain, however, is the result. In the Pacific resort, "Paddle Corcuera" was born.
A few years later, a Spanish friend of the padel inventor brought the new sport to the Iberian Peninsula. In a tennis club in Marbella, Alfonso of Hohenlohe-Langenburg built two courts, and soon the first tournaments were played along the Costa del Sol. This caught the attention of Julio Menditenguia. The Argentine millionaire brought the sport into the spotlight in his homeland in the mid-1970s. In the meantime, major tournaments are also held in Brazil, Chile, Paraguay or Uruguay.
And its popularity continues to grow. Padel is a sport that appeals to all ages and fitness levels. The doubles form of play adds a strong social component. What's more, celebrities can infect their fans with padel fever - even if they come from other sports.
In Germany, Hansi Flick or Jürgen Klopp have invested in padel. In Sweden, it's Zlatan Ibrahimovic. Together with Thomas Sandström, the enfant terrible of Swedish soccer founded "Padel Zenter" and thus brought the sport closer to his countrymen. According to estimates, more than seven percent of the Swedish population play padel tennis. Currently, "King Zlatan" rules over five facilities whose courts meet the highest international standards. However, most of the country's facilities are operated by We Are Padel and Padel United.
With a total of 4,200 courts, Sweden ranks third in Europe. Spain is the undisputed leader, with 15,300 courts at the beginning of 2023 according to the Global Padel Report. Second place goes to Italy with 6,470 courts. Germany is currently at the bottom of the table with around 250 courts. Outside Europe, Argentina leads the way with just under 5,000 courts.
There is little doubt that padel will continue to grow in the coming years. From its current level of almost 40,000, the number of courts worldwide is soon expected to more than double. By 2026, there could be around 85,000.
In Europe, France, the UK and Germany form the "Big 3" of promising markets. In the United Kingdom, Padel United, presumably the world's largest padel provider, is looking to expand into all regions, from London to Glasgow to Bristol. In France, President Emmanuel Macron even announced the construction of 500 padel courts in the run-up to the 2024 Olympic Games.
In Germany, one of the things being relied on is the cooperation between the German Padel Association and the German Tennis Federation. "It will not be enough for further growth if there are padel courts only in big cities like Hamburg, Munich, Berlin and Cologne," said Peter Mayer, managing director of the German Tennis Federation, during the German Padel Open. "We want and need to gradually bring the sport to the area and thus closer to the people." He added that the DTB, with its 9,000 clubs and tennis as Germany's third-largest sport, has very good prerequisites for this.
Other exciting markets are emerging in Arab countries or in the USA. In Kuwait, for example, the trend sport has arrived not only among adults, but also among children and teenagers. And in the United States, there should be around 30,000 courts by 2030. Currently, there are 180 courts, writes Padel Magazine.
In padel, however, growth is not synonymous with the creation of new courts. In Spain, where the booming sport with around five million active players only has to give way to soccer, there is hardly any demand. There are already 325 pitches per million inhabitants. The focus is now on startups that develop digital services for the sport and pitch builders that offer their expertise globally.
In 2022, the global padel market will already be worth an estimated two billion euros. Infrastructure accounted for a large share, with €1.2 billion for operators and €200 million for equipment manufacturers. The Global Padel Report predicts that the value of the market for padel club operations will quadruple by 2026. The reasons for this are not only the construction of new courts, but also rising prices for their use.
Equipment such as rackets, clothing and balls accounted for a further 550 million. If the number of padel enthusiasts increases, retailers can prepare themselves for a corresponding rise in demand for sporting goods.
The third area of the padel market is the professional segment. In 2022, it reached 50 million euros, divided into tickets (15) and TV and other media (35). Here, too, development is far from complete. On the contrary, another milestone is imminent.
Most recently, Qatar Sports Investment, which among other things owns French soccer giant Paris Saint-Germain, announced the acquisition of the World Padel Tour from Spanish beer producer Damm. QSI wants to merge the tournament series with its own Premier Padel Tour and thus create an even more attractive product.
"I wish them only the best and I am sure they will succeed," says Enrique Marques. However, even the CEO of the World Padel Tour cannot predict how exactly professional padel sports will develop. "The growth is not the same in all countries. In some, padel is huge; in others, it's still in its infancy." However, he said, one must always enter a market at a reasonable pace. "There's no point in rushing things. First, people need to play padel. Then they will be interested in a professional league."
Marques sees Germany on a good path, not least because of the German Padel Open. "The players are not only satisfied, they are excited. They see this specially designed center court and the professional setup, and they also know that padel is still on the rise in Germany. I'm firmly convinced that padel will go through the roof in Germany as well after this first WPT tournament." Perhaps Paula Josemaría, Arturo Coello & Co. won't be able to avoid answering numerous autograph requests between the car park and the hall entrance at the next event.
Yusra Mardini is not only a professional swimmer, but also an encourager for millions of refugees around the world. She comes from Syria, where her career as a swimmer began under her father's training. In 2015, Yusra came to Germany as a refugee herself, along with her sister Sara. On the run, her training paid off: She saved the lives of nearly 20 people.
Once in Germany, she came to the attention of the Berlin club Wasserfreunde Spandau 04 - from then on, things went steeply uphill. Yusra participated as part of the Refugee Team in the 2016 Summer Olympics in Rio de Janeiro and the 2021 Olympics in Tokyo. A film about her life was released on Netflix in late 2022. A documentary on ARD and Arte followed in July 2023.
We have for you 6 exciting facts about a swimmer who is far more than just a competitive athlete and reveal what Mardini does today.
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