Today's urban landscape is a sporting arena in its own right, as commuters collide and arrive by train, electric scooter, bicycle, or on foot to their final destination for the day. On today's subway platforms, there is a host of brands, traditionally associated with the outdoor and sports market, as consumers today know that to survive the city landscape, performance, comfort, and function are essential for survival, not just of the crowds but of the ever-changing environment.
Five years ago, ISPO Textrends recognized the burgeoning demand for fabrics and trims that cater to a more creative approach in the Street Sport sector. This foresight has not only shaped the industry but also opened new avenues for innovation. Performance denim, striking graphics, and urban-inspired multi-functionality, once considered too bold for traditional markets, now pack a punch in the urban playground. The Olympic exhibition at SPOT24 is a testament to this evolution, where gritty works alongside bright messages, and communication shouts from billboards and convenience stores throw in an eclectic frisson of colors.
For all the trends developed each season, traveling the cities is par for the course. From Shanghai to New York, Beijing to Munich, urban attire is becoming increasingly important – no more so than when I landed in Paris and experienced the immersive exhibition of SPOT24. This exhibition offers an interactive experience through works, images, and original creations by French and international artists, and it highlights the six new Olympic disciplines: skateboarding, sport climbing, BMX freestyle, surfing, 3×3 basketball, and breaking, along with the vibrant cultures surrounding them.
What a feast of inspiration, from private collectors loaning their retro skateboard stickers to nostalgic graphics outlining how these sports crossed the globe, influencing a new generation of urban athletes. Breaking, which originated in New York, crossed the Atlantic in the 1970s, and it was only at this year's Olympics that it was recognized as an official discipline. Illustrated by the immersive experience of being in a subway carriage, complete with urban art and music, this exhibition could not fail to inspire new ideas.
This urban attitude isn't just about sports; it is about the music, the graphics, the language, and the expression that emanates from the streets. These are the playgrounds of movement, self-expression, and customization, and this exhibition offers inspiration by the shed-load. The street vibe is unadulterated pleasure, a new striking style with a sassy attitude that distinguishes it from the traditional outdoors. Inspiration from this exhibition is driving an edgier street style that can complement 'gorpcore'.
When street and sport collide, an attractive new offering emerges, and this is where. I love my fashion, but when it comes to urban adventures, I am not striding the streets in my Manolos; I am shooting along in my favorite pair of urban ONs. Today's consumer doesn’t have to be heel-flipping their skateboard or bar-spinning their BMX to be part of this urban outdoor massive; this sector is an open book to anyone interested in making their lives easier.
While skateboard parks, basketball courts, and climbing walls continue to feature in the city landscape, the new direction in urban mobility makes this trend appealing. With more cities pedestrianized, cycling encouraged, and scooters and bikes readily available, protection is becoming crucial in arriving to work clean and dry – and where better to look than fabrics and trims designed for the great outdoors. In turn, the increase in travel also spurs new developments, requiring the same level of performance and protection, with a stylish edge, during city breaks in unfamiliar urban landscapes.
On today's sidewalks, many sports brands influence the street sports look, with Adidas perhaps the biggest on the footwear front. To stay in the know, check out Highsnobiety's essential streetwear brands for 2024, which are influencing consumers globally.
And it doesn't stop there. The announcement of Brit band OASIS reforming for a slew of concerts next year, along with Liam Gallagher's trademark parkas and bucket hats, will further fuel the obsession with the urban outdoors.
Italian fashion brands are leading the way, optimizing the urban outdoor look with in-depth R&D into performance fabrics and classic styling. Napapijri and Stone Island announced Gallagher as the face of the iconic street brand, alongside DJ Peggy Gou—the first woman to be featured in a Stone Island campaign—the actor Russell Tovey, and skateboarder Sage Elsesser.
A new breed of street style is emerging for fashion and the street, drawing from the fantastic pool of performance ingredients. We are all too familiar with traditional functions like water repellency, windproofing, membrane technology, recycled synthetics, and bio-based developments.
But take it one step further: deliver to today's consumer a street style that easily transcends to the ski slopes. This isn't just a sustainable merit—buy better, buy less—it also offers multi-faceted apparel for more efficient use by today's consumer. It's a win-win!
Denim has been ubiquitous on the streets for decades. At ISPO Textrends, since the launch of Street Sports, performance denim has steadily progressed, shifting from the traditional 100 percent cotton to innovative blends. High tenacity yarn Cordura lead the way for tough and resilient denim with a soft hand, with Lycra and Creora developing spandex products specific to the denim market for fit and flexibility.
It has progressed further as we see developments across all sports and outdoor sectors coming through. Bio-based synthetics and new naturals are creating interesting compositions and surface effects. Denim with durable water repellency (DWR) treatment and mechanical water repellency, which eliminates the need for a chemical finish, is emerging.
The authentic twill appearance of denim continues to feature, but it isn't just for wovens. Knit manufacturers mimic the 3/1 structure to create warp knits and French Terry with built-in performance, from anti-odor to quick-drying.
Design inspiration was abundant at the SPOT24 Olympic exhibition, and it has taken us in a gritty yet graphic direction. From graffiti to graphics and nostalgic memorabilia, this visual approach is perfect for the performance sector.
Again, ingredients pursue the sustainable route but take a more aggressive approach to surface effects. Water-free printing and dyeing are par for the course, applied to outer shells, taking traditional multifunctional protection to new heights with expressive designs. Urban communication and expression can also be easily applied through trims, as heat transfers and labels adopt a sketch-like appearance and freestyle approach.
Black dominates, keeping it gritty and practical, but that doesn't mean we need to be void of color. It is there, but it is worked in innovative grungy effects through clever dope-dyed yarn combinations, working black with contrasting bright tones and getting a dirty and aged appearance.
The SPOT24 Olympic exhibition is open until 31 December 2024 and can be found at 101 Quai Jacques Chirac, at the foot of the iconic Eiffel Tower. Book a ticket in advance.
Applications for ISPO Textrends are closing on 30 September for participation in the material forum at ISPO Munich. A final call out for textile companies to submit their latest innovations for the sports and outdoors sectors to be judged by the international jury of textile and industry experts.
The shortage of skilled workers in the sports business presents companies with major challenges. Innovative recruiting strategies and platforms such as the SPORT MARKE MEDIEN congress offer solutions for the future.
The "war for talent" has also arrived in the sports business. In the face of increasingly fierce competition and the rapid development of the industry, it is an immense challenge for companies to find qualified young talent. This is exactly where the two-day congress Sport Marke Medien comes in, which starts on December 2, 2024 as part of ISPO Munich.
"With our Talent Recruiting, we give companies the opportunity to find the right young talent in a short space of time - without any complicated application processes," explains Hans-Willy Brockes, Managing Director of ESB Marketing Netzwerk. This unique format enables employers to get to know the most exciting talents in the industry personally in a compact speed networking session. First impressions count. The cooperation with the IST University of Applied Sciences for Management ensures that only qualified candidates with sound knowledge and practical experience in the sports business take part.
The recruiting format is very simple: in one day, companies can exchange ideas with potential young talents in short conversations. In an intensive speed networking session, both sides get to know each other within a few minutes. Employers and talents then decide whether they want to stay in contact. This not only saves time and resources, but also offers the opportunity to be convinced by the applicants in person - a decisive advantage over the often anonymous and lengthy online application processes.
"In an industry that thrives on the live experience, it's important to get to know each other in person," emphasizes Brockes.
Cooperation with the IST University of Applied Sciences for Management is a key success factor here. The university offers a practical education that is precisely tailored to the requirements of the sports industry. "In IST, we have a partner that not only imparts in-depth knowledge, but also integrates students directly into the sports business," explains Brockes. The dual study program, in which theory and practice go hand in hand, ensures that the talented students are optimally prepared for the challenges of the industry.
Thanks to the university's close links with leading companies in the sports business, students are continuously familiarized with the practical side of the business. "The IST University also offers the opportunity to use tailor-made further education and training modules for its new employees," adds Brockes. This is particularly important in an industry that is constantly changing and in which lifelong learning is becoming increasingly important.
In the context of the "war for talent", there is a clear trend: personal interaction is becoming more important again. While many industries are increasingly relying on digital recruiting processes, formats that rely on personal encounters are becoming more important in the sports business. "There is nothing more valuable than direct contact," says Brockes. "Especially in our industry, where networking and personal relationships are crucial, it's important to introduce yourself in person and convince people."
Talent recruiting as part of the Sport Marke Medien congress on 2.12.2024 offers an ideal response to this trend.
For companies, the Sport Marke Medien and Talent Recruiting congress offers a double opportunity: on the one hand, they can meet highly qualified talent in a compact format, while on the other, the congress itself offers exciting insights and networking opportunities with industry experts. "Our congress covers the entire spectrum of the sports business - from sponsors and supplier brands to new trends in sport, health and entertainment," explains Brockes. This makes the event a central meeting point for all players in the industry.
For the talents, in turn, attending the congress is a unique opportunity to meet potential employers in person and improve their career prospects. "I recommend that young talents take advantage of this opportunity," advises Brockes. "Be open, curious and use every opportunity to exchange ideas."
The Sport Marke Medien congress will not only bring together the who's who of the industry, but could also set the decisive course for the future of the sports business.
Further information and registration at: www.sportmarkemedien.com
The future of retail is facing fundamental change. Technologies are developing rapidly and the availability of precise data is growing exponentially - all of which is changing the rules of the game in sports retail. The latest findings from the Zukunftsinstitut's Trend Research Retail show that retailers not only need to rethink their internal structures, but also how they deal with external influences and the needs of their customers. The coming years will be characterized by a transformation that will have a profound impact on the industry. What trends and strategies are crucial to remaining successful in this environment?
Demographic and technological change are two of the most significant drivers of change in many business models - and the retail sector is no exception. Sports retailers and manufacturers of sporting goods are also feeling this pressure. At the heart of the matter is how retailers can continue to assert themselves and generate growth in the face of increasing pressure on purchasing power.
The ageing society makes it clear that it is becoming increasingly urgent to redistribute income in order to support pension funds and healthcare systems. This development will put further pressure on consumers' purchasing power in the coming years. To illustrate the dynamics of this change: The old-age dependency ratio - i.e. the number of people over 65 per 100 people of working age - is rising rapidly. According to the OECD, this figure rose in Germany from 38.0 in 2019 to 41.7 in 2024. The average for OECD countries rose from 30.2 to 33.9 in the same period. There is no end in sight to this trend.
In a society where disposable incomes are under severe pressure due to ageing and consumers are increasingly weighing up what they spend their money on, the sale of non-essential items has no long-term growth potential. To escape this threat of stagnation or even shrinkage, retailers must take the step towards the next generation of retail - towards Retail 5.0, a data-driven ecosystem of products and services.
For retailers, the advantage of such ecosystems lies in new sales potential, improved customer loyalty, reduced willingness to switch and a higher customer lifetime value. In addition, more comprehensive customer data offers deeper insights into customers' habits and needs. This enables a more precise and relevant approach and paves the way for new sales opportunities through retail media. For suppliers, this opens up stable partnerships with retailers, increased visibility among customers, the opportunity for targeted brand campaigns and thus increased brand loyalty and sales growth.
The modern retail ecosystem, also known as Retail 5.0, is made possible by technological advances. In China, the leading retail platforms have been demonstrating for years the direction in which retail will also develop here in the medium term: Alibaba, JD.com and Pinduoduo as established players, Temu and Shein as dynamic newcomers. They all have one thing in common: a deep understanding of their customers and the ability to make the best possible use of their data.
Since the pandemic, consumer attitudes towards data collection have changed significantly. For most consumers today, sharing data is acceptable as long as they get a clear benefit from it and the use of data remains transparent. Younger generations in particular, the digital natives, are already extremely open to data-based business models - and the next generation Alpha, the first AI natives, will surpass this openness. Retail customers will increasingly experience the benefits through individualized offers, improved service and app-based loyalty systems.
Technological progress in recent years has enabled a quantum leap in the individualization of experiences. Improved computing capacities on smartphones and faster mobile networks such as 5G and soon 6G are generating an unprecedented amount of data. An estimated 90 percent of the data that has ever existed has been generated in the last two years alone.
On the processing side, for example, the rapid introduction of artificial intelligence (AI) into everyday business life since the end of 2022 has opened up completely new possibilities. By using artificial neural networks (ANN) and deep learning, the vast amounts of data can be structured and valuable insights and strategic options can be filtered out.
Retailers - including sports retailers - need to prepare for these developments. It is crucial to get to grips with the latest technologies now in order to lay the foundations for future business models. These models will shape areas such as assortment expansion, demand forecasting, supply chain optimization, omnichannel strategies, marketing and customer loyalty.
Specialty retailers must use the new technological possibilities tobecome even more relevantfor their customersthrough product ranges and services and to secure long-term loyalty. In the face of competition from the major internet platforms, a deep understanding of customer needs and trends is needed, combined with expert service and unique experiences - both online and in-store.
The major trends that will be decisive for important customer segments in the coming years include
Digitalization has long since permeated all areas of life and is also significantlychanging the mindset of consumers. Daily smartphone use - around 3.5 hours on average - and the rise of fast social media such as TikTok and Instagram have significantly shortened concentration and attention spans. This has a direct impact on how retailersshould communicate with their customer segments.
The use of AI-based programs enables a more individualized approach. The industry is still a long way from true individualization and consumers are still treated as part of a group of similar consumers. However, these groups are being defined more and more specifically, which will significantly increase the relevance of the approach. Retailers need to stay on the cutting edge of technology to combine with their expertise to provide a customer experience that sets them apart from the big online platforms.
Customers also expect ever faster innovation cycles. This is already a reality in the sporting goods industry, especially with the digitalization of design, dyeing and distribution processes. The speed at which new ideas and trends reach the shelves of specialist retailers will continue to increase. In the foreseeable future, the question of whether production in Asia can still meet the demands for innovation speed will therefore also become relevant - a ship typically takes four to six weeks to transport goods from China to Europe. In view of the possibility of shortening design processes to just a few days, it could make strategic sense to relocate parts of production closer to the European core markets.
The future of retail will be shaped by a multitude of social and technological changes that require a comprehensive adaptation and strategic realignment of business models. Retailers that proactively shape these developments and adapt flexibly to the needs of their customers will come out on top in an increasingly competitive environment.
This adjustment is not easy for everyone, but with a little help, for example from the Zukunftsinstitut, the transition in this changing environment can be mastered.
Improvement requires fresh insights and collaboration. As the outdoor industry faces challenges, both ecological and economical, the European Outdoor Summit from September 18-19 brings together top outdoor executives for a unique opportunity to discuss and tackle these issues head-on. Scott Nelson, EOG’s Managing Director, talks about the benefits that the two days in the UK hold for you and your organization. Scott also gave us a sneak peek into the OutDoor 2025 concept launch, which will take place on the EOS stage on September 18.
The European Outdoor Summit (EOS) is a really important touchpoint in the trade. It wasn’t created by the European Outdoor Group (EOG). It was created by the industry as an opportunity to network, connect, and engage as executives or senior leaders outside the trade show context.
Just think about this: You arrive at a trade fair. You have so many things you need to accomplish. Your schedule is jam-packed. So there was an ask for a place where people could enter a frame of mind to discuss larger topics, to debate, to kind of, you know, go through a little bit of a process. You often don't have the time for that at a trade fair.
The European Outdoor Summit exists for senior leaders to come together to discuss what's important, what's on the horizon, and what the future of the sector includes. It is a space and format specifically designed for that - with keynotes, panels, interviews, networking times, sharing a beer, and dinners. It's meant to be very much a networking event and it's meant to target the executives and the senior leadership in the industry. So it's not for everybody and spaces are limited.
I would say, two big themes will feature heavily in the European Outdoor Summit. There's the ecological component which always features very heavily, which is something that's an existential threat to our industry. And then this year there is also much more weight being placed on an economic component.
We want people to know how to run their businesses better, but also how to run their businesses more responsibly. Those tend to be the two biggest themes or topics or points of discussion that the executives within the industry are being drawn to right now.
Besides keynotes or workshops catering to specific topics? Ultimately, we would love it for people to come for the ethos. We want people to know that it's not just about that, it's about improving your organization, both in terms of how it responds to ecological crises and social needs, but also in how it responds to economic crises and economic needs.
There's going to be a whole new look and feel. We've got to the point where the concept has so many good elements built in connection with the trade. The trade has been very clear. They said we want something new, we want something different. And I'm really excited to see this launched because the advisory board has been responding very, very positively to what has been shown to them so far.
It’s going to look different. It's going to feel different. Likewise, it's going to be different in the way that we exhibit, and there's going to be more flexibility than we've ever had, more ways to take part. People need to feel new and you will definitely feel that energy with the new concept.
I will be up on stage at the European Outdoor Summit for the whole concept launch of OutDoor 2025 with Tobias Gröber, Executive Director Business Unit Consumer Goods at Messe München, and Mark Held, EOG co-founder and former president.
We've spoken to the trade, we've listened to them, we've interviewed them, we’ve surveyed them. And something that we've learned is very clear: the trade knows that in order for an event to be successful, we need to work together.
The trade has also been very clear about saying we're in challenging times economically and we're less unified than we've ever been. But they have started to speak in a unified voice on the matter of trade shows, saying: This means a lot to us and it's not enough for brands to just show up. We need you to show up with your products and with your stories. We need you to be there to exhibit and we need this to be a common ground for communication and working together on ideas. Not just taking from the brands or ordering from them. And we're hearing from the brands: We need to see the retailers committed that they're going to show up in order to be there.
We've always talked about this as a common issue, but we're starting to see a lot more unity of voice around this. And so from my perspective, I think that we're seeing a shift, and we're starting to see people realize over the past few years that if we don't actually show up, both retailers and brands, it benefits nobody.
In a fast-paced and digitalized world, customers are increasingly longing for uniqueness and a personal approach. As a retailer, you have the opportunity to stand out from the competition with personalized products and build strong customer loyalty. Whether in the sports business, the fashion industry or the gift sector - personalized items offer you enormous potential not only to increase your sales, but also to strengthen your brand. In this article, you will learn 10 convincing reasons why individualization in retail is a decisive factor for success and how you can use it to sustainably increase your sales.
The benefits of personalized merchandise are diverse and compelling. From differentiating yourself from the competition to strengthening customer loyalty and tapping into new target groups and markets - individualization in retail offers you enormous potential for growth and success. Invest in personalized products now and stand out from the crowd. By addressing individual customer needs, you can create unique shopping experiences, increase customer satisfaction and strengthen the emotional bond with your brand. Your customers will thank you with loyalty, recommendations and higher shopping basket values. This will give you a decisive competitive advantage and set the course for long-term success in a changing retail landscape.