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My name is Florian von Stuckrad and I am responsible for marketing ISPO.com. My goal is to find the perfect advertising solution together with you and your brand. Contact me now and let's write history(s) together.
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The trail running boom continues. Trail running has now established itself as a sport in its own right from road running. The highlights from Runner's World's Run & Trail Summit shed light on what is and remains important for trail running.
The love of trail running continues unabated. According to data from the Runners World reader survey, trail runs are the second most popular race among runners planning to participate in an event, after road races. The professionalization of the sport and the second edition of the World Championships also contribute to this: From June 6 to 10, runners from 86 nations will compete for titles at the World Mountain and Trailrunning Championships in Innsbruck. And also in the breadth, the registration numbers are in a recovery phase after the pandemic. According to organizer Heini Albrecht, the Zugspitz Ultra Trail, for example, is fully booked with 4000 starters.
Meanwhile, running on trails is no longer just a niche sport, but has developed into a category of its own and the market is exploding: With now around 40 brands in the running sector in Germany, the majority also produce trail running shoes and there are numerous models for different trail runners* and distances.
Overall sales figures in running were slightly above the previous year, with trail running representing more than half of the growth. The mild winter in January may also have had something to do with the general increase, while trail running figures were the main growth drivers in retail in the wet month of March. This shows that sales of high-priced models are falling, which has to do with the amount of merchandise on the market. After all, respondents still spent an average of around 376 euros on running shoes in the last 12 months. Most of them at specialist retailers. But it's not just in Germany that trail running represents growth; the trend exists across Europe, even in markets like France or Spain, where the trail share is generally higher.
According to Heini Albrecht of Plan B Events, which organizes the Zugspitz Ultra Trail, the largest trail running event in Germany, female starters in competitions are increasing. As before, there are fewer women the longer the distance. But based on registrations in general, women are catching up.
In the same way, women are just as adventurous as men. Jenny Tough also proves that impressively. "Even though we live in a time when it almost seems like everything has already been discovered, there are still lonely spots. When the adventurer and fast packer couldn't find GPS data and tracks through Kyrgyzstan, she decided to cross the country along its mountain range. Although everyone denied her that it was possible. "My young age and gender seemed to disqualify me from the start in the eyes of others, as I didn't fit the standard type of adventurer, nor did I have the typical body shape of an ultrarunner." She made the crossing anyway - the first ever to do so. And has since dedicated herself to running down mountain ranges on every continent. Her tip for long running projects: "You should solve small problems right when they come up. If I notice I'm getting a blister, I can easily try to change that before I can't run in two hours."
Whether competitions, training or projects in the mountains, progress is the focus for many runners. What role body language plays in this should not be neglected. According to VIP coach Kirsten Dehmer, in the race the feelings, body language control, but also a conscious reversal and the use of so-called power poses, for example before the start, can lead to better feeling and thus performance increases. However, these poses would have to be held for two minutes and ideally without outside observation or influence.
Gestures and behavior not only succeed in influencing oneself, but also others. "I as a coach have to roll out the carpet for my high-performance athlete so that I know, now he's performing. Make it beautiful for him or, for yourselves: make it beautiful for you." For example, special outfits or lucky socks can also lead to better competition performances.
Trail also serves as an innovation driver for the running industry. The sport is a nucleus for technological development, which is also driven by athletes who have never competed on the road. They are not only involved in pushing projects and the boundaries of the sport, but also provide ideas and feedback in product development and improvement. Whether athletes or brands, they all continue to be driven by the issue of sustainability. Icebug CEO David Ekelund believes that the industry has a duty to work together to make shoes as durable as possible. According to the survey, Runners World readers also agreed: 60 percent see durability as the most important aspect of sustainable running shoes and apparel.
With Global Sports Week and ISPO Munich, two leading international sports platforms are joining forces and using their joint impact for a positive future of sport. What exactly is the cooperation about and how can you benefit from attending the Future of Sport event?
Global Sports Week and ISPO Munich have a lot in common. Both are a meeting place for the sports community, a showcase for the latest innovations and trends, and a networking event for sports professionals. And both bring together changemakers from a wide range of industries to inspire new ways of thinking about sports, initiate change and bring about positive change in the global sports ecosystem.
With the joint initiative "Innovation Days", Global Sports Week and ISPO Munich support selected companies. The goal? To reconcile competition with a positive impact on people and the environment by providing executives with knowledge and skills.
In addition to the joint "Innovation Days", ISPO Munich is also present at the Future of Sport which will take place from June 14 to 17, 2023in its own pavilion at VivaTech in Paris. This is where sport meets tech, where decision-makers from the world of sport and leaders from the fields of innovation and technology come together to shape the future of sport, gather inspiration, make new contacts, and collaborate. Among the topics to be discussed are data as a performance factor, mental health among athletes, new platforms for fan engagement, and many more and many other topics that connect and move sports and tech.
The speaker program has exciting talks to offer, for example:
Here you can find the complete program of the Future of Sport.
You don't want to miss out on that? As an ISPO.com reader, you can take advantage of the cooperation between ISPO Munich and Global Sports Week and get your your discounted ticket for the Future of Sport. Be there when decision-makers from leading brands and organizations, athletes and innovators from tech and sports shape the future of sport together.
Who would have thought it: The outdoor and sports specialists in the industry topple Apple and Samsung from the throne in terms of consumer electronics. The two tech giants have to admit defeat, because their wearables are loved by the masses, but fail in the special interest area. The experts who know how to navigate through the mountains prefer to take over. And one person in particular appreciates that: the consumer. This hot news and much more is revealed in the brand-new Consumer Insights Reports for the second quarter of 2023, presented exclusively at OutDoor by ISPO.
Download the complete Consumer Insights Report 2023 now for free!
What the trend report also shows: Adidas performs remarkably well this quarter. The brand from Germany secured first place as a top brand for the first time, and the community concept adidas runners is increasingly crystallizing as a brand in its own right and thus becoming a high potential brand in the area of team sports & spirit.
Blame the adidas runners' high not only on the collaborative run, but also on the outdoor boom that continues to encompass the entire scene. Particularly among high potentials in Connected Athletics, Team Adrenaline & Adventure, Nature Escapes and Performance, and Body & Mind, there is no end in sight to brand ascents. On the contrary: The market for Connected Athletics is growing and the oudoor-heavy wearables providers in particular are leading the way here. Also in the lifestyle Adrenaline & Adventure the "Alternative Outdoor" movement continues to play a relevant role. Growing nature awareness and the focus on mindfulness in combination with experience and adrenaline benefit Patagonia and VAUDE in particular. Otherwise, the high potentials are to be found in the alpine environment close to the mountains. In other words, brands that are dedicated to the mountains, alpine sports, and extremes score well with consumers.
In the category Nature Escapes conquers VAUDE conquers the hearts of the environmentally conscious and nature-oriented target group and moves even closer to fellow brand Patagonia. And also the trend that outdoor-heavy brands in the Performance, Body & Mind lifestyle continues. The outdoor boom is spreading - and reaching new target groups outside of outdoor sports. The trend towards mental fitness, nature and mindfulness in particular is fueling this development, as nature and the outdoors are lived authentically here. As expected, Patagonia is the winner here as well. The brand thrives on the perfect mix of authenticity, lifestyle and sustainability.
As an ISPO Business Member you get free access to the latest Consumer Insights Report. All you have to do is click on the link, fill out the form and download the report.
Nevertheless, Patagonia has to take a small defeat: Adidas snatches first place for the first time this quarter, while Patagonia moves up to second place, still well deserved! All the reasons for Adidas' rise: Among the top brands, the brand records the biggest growth. Patagonia shares 2nd place with ON this time. A brand to keep on your radar, as it has stealthily, quietly moved ahead of Nike. Salomon and Dynafit also remain strong - thank you Outdoor Boom!!!
And what about the second chasing group? Scott and Saucony are the newcomers. Scott shines with innovative products - many have even won an ISPO Award award. That pleases not only us, but also the consumers. And Saucony? The brand convinces with its expertise in trail running.
Trend 1: "Renaissance" of stationary retail
Stationary retail must reinvent itself. If it does so, success is guaranteed. If it continues to sleep, the outlook is bleak. Our Consumer Insights Report clearly shows this. Whether it's repair services, expertise or personnel consulting, only those who cultivate the loyalty of their customers will be rewarded. It's no wonder that monobrand stores have enormous potential here. But multi-brand stores can also profit from this development. Those who are courageous and break completely new ground and concepts in retailing have immense opportunities. Even if individual advice continues to be an important factor, this has long since ceased to be the driver of the purchase decision. Retail must reinvent itself. Whether new sales channels, crazy marketing ideas or new concepts: We say: hello to the "renaissance" of stationary retail.
Trend 2: The preferred point of sale
Speaking of the revolution in stationary retail: online shopping is the number 1 revolution driver. Whether sporting goods, beauty products or even furniture: people love packages. What does this mean for stationary retail? :
Trend toward online purchasing: Although fit and function do matter: Especially for equipment such as backpacks, the trend is toward online retailing, presumably due to the significantly stronger selection.
Trend 3: Vanlife and camping on the rise
Are you still on vacation, or are you already vanliving? Camping and vanlife are booming. In the meantime, prices for vehicles are at an all-time high and the range of vehicles on offer is getting wider and wider - will this bubble burst soon? The ISPO Collaborators Club community believes in vanlife. In their opinion, the market will stagnate at most or lapse into slower growth.
What's exciting for the industry is that end consumers are now covered with the "basic coverage," and equipment is now being purchased in a more targeted manner. While higher-quality equipment or specialized products that perfect the camping experience at a high level should continue to generate solid sales figures, basic equipment will probably no longer be needed to the same extent.
Do you want to become a panel partner of the trend barometer with your brand and ask your own questions to the consumer experts? Become an ISPO Business Member with your brand and become an exclusive panel partner of the quarterly report. We will be happy to advise you.