GORE-TEX stands for durability and performance packed into stylish clothing. Norbert Selle from GORE-TEX explains for ISPO.com how the consumer can be even better informed, how networking and innovation are connected and why performance is still on the rise in the lifestyle sector.
Material and construction are the basis for the longevity of a GORE-TEX® product. However, this lifespan can be significantly extended with the right care and repairs - consumers have a very effective tool for greater sustainability in their own hands. If you wash and dry GORE-TEX® products regularly and renew the DWR, they will maintain their performance for many years. Many functional losses are simply due to infrequent or incorrect washing.
For us, ideal cooperation means that brands and retailers communicate the same simple rules. We provide support with training, POS instructions and care guides. And with the GORE-TEX® Gear Tour, we visit retailers and sporting events such as the Freeride World Tour across Europe every year - where we repair GORE-TEX® products free of charge."
We are constantly developing our technologies, but we were pioneers very early on: for more than 35 years, we have been offering our GUARANTEED TOO KEEP YOU DRY® guarantee of lifetime waterproofness. We have therefore always worked very closely with our brand partners in the design process - for example, when it comes to reducing seams, placing reinforcements sensibly or optimizing laminate structures. After all, that's what we stand for.
On the materials side, we have always seen ourselves as innovators and are constantly pushing the boundaries of what is technically possible. Each new generation of our product technologies must be even more powerful and durable. One example is the new generation of GORE-TEX® Pro product technology, which we have specifically designed for extreme abrasion resistance and long-lasting performance.
This year at ISPO, we are focusing on the topic of durability - an area in which the industry has neither a common definition nor a standardized measurement method. This is precisely where we want to provide impetus.
Very important! As an ingredient brand, we connect brands, retailers, research and consumers - this has been our role from the very beginning. That's why we deliberately designed our ISPO booth as a meeting place for exchange and collaboration.
For us, networking is the basis for innovation. As an ingredient brand, we work very closely with our brand partners - many of these collaborations have been in place for almost 50 years. This trust and shared technical understanding enable us to consistently develop new ideas.
A good example is the new generation of GORE-TEX® Pro product technology for extreme sports such as freeriding or ice climbing. Another is the Invisible Fit product technology, in which the membrane is invisibly integrated into the shoe and therefore cannot be felt. A milestone in the footwear sector, which we naturally developed in close cooperation with our partners.
The boundaries between outdoor, performance and lifestyle are becoming blurred. Accordingly, we now also work with leading fashion and lifestyle labels such as Aimé Leon Dore, Palace, Maharishi and Hoka. In the sneaker sector, partners such as New Balance, Salomon Sportstyle and On are joining us. The share of these brands is growing continuously - a clear sign that functional aesthetics have arrived in everyday life."
No. At the core, we always base our collaboration on our brand values: performance, togetherness, trust and imagination. This results in unique products that meet our high standards. Our holistic quality system - from material and field tests to style approval, design and production consulting and working exclusively with certified factories - ensures that every product meets the same high standard, regardless of the segment.
Fashion and lifestyle brands bring creative energy - bold colors, unusual concepts and new ways of addressing target groups. This perspective can enrich outdoor and performance brands.
Yes - very clearly. OutDoor is becoming more suitable for everyday use, lifestyle brands are integrating technical performance. At the same time, the desire for durable, high-quality and responsibly manufactured products is growing. Both movements reinforce each other: lifestyle brings aesthetics, outdoor brings function, responsibility and durability to everyday life.
It is precisely at this intersection - between style, performance and sustainability - that the GORE-TEX® brand will continue to play a strong role in the future.
How does real change begin? With a bold idea, or with people who care enough to make it happen? For Rudolf Auer, who spent almost 30 years at Apple, sustainability was never just about rules or reports. It was about turning innovation into impact and collaboration into culture. In this conversation with ISPO.com, he shares what he learned along the way.
Learn more about the connection between innovation and sustainability at the Sustainability Solutions Area at ISPO 2025 where you can explore how sustainable practices can enhance product performance while aligning with market demands. From NOV. 30 - DEC. 02 in Munich.
ISPO.com: Rudolf, you spent nearly three decades at Apple, shaping Apple’s sustainability journey. Can you walk us through that path?
Rudolf Auer: I like that you use the word journey, because that’s exactly what it was. When I joined Apple in 1995, sustainability meant one thing: compliance. We were meeting regulations, but there wasn’t yet a holistic strategy, no bold vision. That changed around 2003 when sustainability began to have real executive support. We started to lead, phasing out PVC, developing lifecycle analyses for every product, and understanding our carbon footprint long before it became standard.
The real turning point came in 2013, when Tim Cook brought Lisa Jackson, formerly with the Obama administration, into the leadership team. Sustainability became one of Apple’s core values. That was when we started making bold commitments, like becoming carbon-neutral across our entire supply chain by 2030 and shifting to 100 percent recycled materials. Looking back, those 27 years were a remarkable ride. I am very grateful,
Apple is famous for design and innovation. How closely are innovation and sustainability connected?
Auer: They are inseparable. You can’t make real progress in sustainability without innovation. Let’s say you want to use more recycled materials. You must ensure they perform as well as virgin materials, look good, last long, and are available at scale. That demands innovation across design, materials science, and supply chain management. Sustainability gives innovation purpose.
And it goes both ways, companies that already have a strong culture of innovation are much more likely to succeed in sustainability. Innovation truly is the engine of sustainability
What role did Apple’s top management play in achieving this?
Auer: Leadership support is crucial. Without leadership, you get improvements. With leadership, you get transformation.
You need top-down commitment, clear goals that the whole organization rallies behind. At Apple, that meant sustainability wasn’t just a department, it was a company-wide objective with measurable targets.
Building internal alliances seems key to that transformation. How did you do it?
Auer: Sustainability is cross-functional by nature, one could say sustainability has no department, it lives in every department. Engaging with product design, legal, marketing, and PR. It’s not enough to be competent, you also need passion and a genuine interest in the big picture of the company. I always reached out proactively, set up one-on-one conversations, and listened.
Sometimes, you let others take credit, that builds trust. And you prepare thoroughly: know your allies, understand objections, and always have a plan B for meetings. That’s how you turn an idea into organizational momentum.
What about external alliances, with competitors or policymakers?
Auer: Real change doesn’t stop at company borders, to shape regulation, you must align even with competitors through trade associations or industry groups. Trust helps, but alignment of interests is key. Everyone needs to see a win-win.
A lot of that work happens behind the scenes, preparing arguments, harmonizing positions, making sure everyone understands the consequences of a policy. It’s like being a Sherpa: you do a lot of groundwork, so the whole group can reach the summit together.
Many brands are still figuring out how to truly integrate sustainability into their corporate strategy. What’s your advice?
Auer: Start with honest questions: What kind of company are we? What’s our business model? Are we cost-driven or innovation-driven? Then, do a proper SWOT analysis – strengths, weaknesses, opportunities, threats and see how sustainability fits your values.
And yes, KPIs matter, because what you don’t measure, you’ll never achieve.
A simple overarching goal – like becoming carbon-neutral by 2030 – is powerful. But you must break it down by department, track progress quarterly, and celebrate milestones.
You told me that driving change can sometimes be “harsh.” What did you mean by that?
Auer: Change always creates tension. People feel insecure when familiar structures shift. So, while decisions and their implementation sometimes have to be forceful, the culture needs to remain respectful. Leaders need to offer transparency, purpose, and authenticity. Only leaders who walk the talk build the trust that makes real transformation possible.
You want to find out real sustainability solutions are created?
Then find out how ISPO brings together all the players - sports brands, manufacturers, technology providers, material suppliers, scientists and consultants - and creates the space in which real sustainability solutions are created.
What kept you motivated through all those years?
Auer: Passion. Even when progress was slow or setbacks happened, I believed in the mission and the company. Passion must go hand in hand with humility, accepting that some things take time. And passion alone isn’t enough, you need to recharge. If you draw energy only from work, you’ll burn out , balance elsewhere is what lets you come back stronger.
What advice would you give to people in mid-level positions who want to make a difference?
Auer: Work hard, be visible, and take on difficult projects. Visibility earns credibility. Once people see your results, your ideas will get traction. Start small, in your own sphere of influence, and find allies. And if your idea deserves a broader audience, find a smart way to get heard.
Finally, looking ahead: what worries you, and what gives you hope?
Auer: On the worrying side, geopolitical conflicts and short-term crises draw attention and resources away from long-term sustainability. Policymakers focus on immediate problems rather than on what happens in 10 or 20 years.
But I’m optimistic. Renewable energy is reaching cost parity, even in less sunny regions like Central Europe. Technological progress, especially in energy management and AI, will accelerate solutions. Every day adds another drop to the glass, and it’s getting fuller.
So the glass is half full?
Auer: More than half full, it is filling up faster every day. Progress for humanity depends on that mindset.
How important is collaboration, even with competitors, in driving sustainable change?
Rudolf Auer: Extremely important. Competitors can inspire each other. Some companies are true lighthouses in their sectors and sharing best practices helps the entire industry move forward. In the sports and outdoor industry, performance and sustainability go hand in hand, and collaboration makes both stronger. That’s why trade shows like ISPO are so valuable: they’re not just about products, but about learning, connecting, and seeing innovation firsthand.
At ISPO 2025, the Sustainability Solutions Area will serve as a pivotal space where sustainability drives innovation. Here, brands will present groundbreaking solutions for reducing environmental impact. This area provides a dynamic platform for professionals to explore how sustainable practices can enhance product performance while aligning with market demands. As the international flagship event of the global sports business, ISPO 2025 will foster collaboration and knowledge-sharing, showcasing how sustainability is transforming the sports industry into a future-proof and responsible sector. Be there - from 30. NOV. – 02. DEC. in Munich!
Written by Aude Penouty
Bacteria are ubiquitous and very often underestimated as invisible. As the search for sustainable alternatives to traditional materials grows, bacteria have emerged as a surprisingly promising resource. These microorganisms can generate a wide range of natural substances that are already finding applications in products like sports equipment, apparel, textile dyeing, and packaging.
As the international flagship event of the global sports business, ISPO 2025 places a strong emphasis on sustainability. The Material Lab in the area of “Sustainability Solutions” presents an opportunity to discover revolutionary technologies and biosourced materials, such as bacteria, aimed at reducing the CO₂ footprint in the sports sector. This allows companies to uncover innovative solutions that blend sustainability, performance, and design. Be there – from 30. NOV. - 02. DEC. in Munich.
With ongoing advancements in research and biotechnology, the production of materials derived from bacteria is becoming a more practical and scalable option. This innovation offers to the sports industry a pathway to reduce fossil-based resources dependency and supports the transition toward a circular economy. According to The Enterprise European Network 2025 textile sector group report:
By 2030 we need to live in a world in which 1 in 5 garments are traded through circular.
At ISPO, the Bacteria Spotlight in the Material Lab explores how bacteria are shaping the future of circular materials. From cultivation to application, it highlights real-life examples like natural dyes, textiles and yarns, leather alternatives, and other sustainable innovations based on bacterial processes for the sports industry and beyond. - Leonhard Nima, Founder Studio Nima
When we talk about bacterial industrial processes, we talk about Biofabrication. Combined with Biotech we can imagine the future of fashion. An increasing number of startups and companies are harnessing the potential of bacteria-based materials, leveraging their capacity to deliver more eco-friendly solutions. According to Geraldine Wharry, Fashion Futurist and Regenerative Futures Architect who studies the future of fashion: “If Fashion wants to keep a seat at the table of big industries that are changing the world such as tech, construction, food and agro, then it needs to get serious about biosourcing and biotech. “Biotech is the new digital” to quote Nicholas Negroponte, founder of the MIT Media Lab, who stated this back in 2017.” Today, the application in the textile industry is already going forward through bioplastics, biofilms, fibers, and pigments innovations.
I can see this as a Fashion Futurist who has been covering this for almost 15 years. Bacterial industrial processes are not evolving at the speed they should, in comparison to other industries such as Food and Beauty who have successfully brought these lab grown innovations to mass market consumption. - Geraldine Wharry, Fashion Futurist & Regenerative Futures Architect
All steps of Biofabrication case are listed below:
Application Area
Bacterial Function
Sustainability Impact*
Dyeing
Production of natural pigments
Reduces water/chemical use, biodegradable
Material Production
Growth of nanocellulose fibers
Low-carbon, strong, lightweight textiles
Finishing
Enzymatic pre-treatment and softening
Reduces chemical usage
Wastewater Treatment
Biodegradation of pollutants
Cleaner effluent, lower environmental impact
Textile Hygiene
Biofilm formation, odor management
Informs design for better hygiene, less water use if less need of washing the garment
*These are general impacts, for each and every source, impact has to be studied by metrics and confirmed with certifications or norms.
Then find out how ISPO brings together all the players - sports brands, manufacturers, technology providers, material suppliers, scientists and consultants - and creates the space in which real sustainability solutions are created.
For years, the safe discharge of water has posed a significant challenge for dyeing operations in the textile industry, which is a major contributor to water pollution worldwide. The sector is responsible for about 20% of global industrial wastewater pollution, ( EEN 2025 textile sector group report). In China, this represents 70% of rivers and lakes.
Mainly due to dyeing and finishing processes that often release untreated effluents into rivers and streams.. Synthetic fibers (polyester, nylon, etc.) release microplastics when clothes are washed: 500,000 tons of microplastics are released into the oceans each year, or 35% of marine microplastics. That’s partly why they are included in the Footprint data requested by the European Union. So all dye, finishing, sanitizing, but also all textile fiber culture and harvest asking for less water use, are very welcomed to improve this huge problem.
The famous quote from Vivienne’s Westwood “Buy less. Choose well. Make it last” can also perfectly fit the production and sourcing choice industry has to face right now.
9 Ways to Reduce the Textile Industry’s Water Consumption
One of the main applications of biofabrication are finishing and dyes. Knowing that one of the main focus to reduce impact must be on the supply chain, bacteria offer promising solutions for addressing dye pollution in the textile industry, primarily through two mechanisms:
Both pure and mixed bacterial cultures have been used, with mixed consortia often showing higher efficiency due to synergistic effects.
Recent innovations are BC nanofibers used to coat fibers, yarns, or fabrics, enhancing surface area and imparting properties like increased water absorption, mechanical strength, or even hydrophobicity after chemical modification. These coatings can improve technical textiles and wearables. Among solutions for dye, we can quote Everdye ™, Colorifix™ or Lite-1.bio™. For Lite 1 bio, the process is based on transforming the textile dye industry by producing sustainable, high-performance colorants using biotechnology. Their approach harnesses microbes to convert bio-waste into vibrant, eco-friendly pigments through a circular, low-impact process. Lite-1’s dyes are grown in bioreactors, similar to brewing, and can be seamlessly integrated as drop-in solutions into existing manufacturing workflows, making adoption easy for brands and manufacturers.
In addition, as a brand posture, colors are not only linked to innovation and impacts but also to emotions, culture of aesthetics and spirit of the time. And maybe more…
Color is no longer just visual, it’s emotional, sensorial, and increasingly, a tool for healing. I believe the next frontier of color lies at the intersection of neuroscience and aesthetics. - Cécile Poignant, prospectivist & future strategist, in the podcast the color authority by Juliet Van Vulliet
Some interesting examples of biofabrications have been recently revealed in the textile industry. Those start ups are probably all taking inspiration from the pioneer Suzanne Lee, founder of Biofabricate™ in London and her experimentation on Biocourture for grown your own clothes.
BC is being developed as a sustainable, biodegradable alternative to leather. As an alternative to leather, its material properties are interesting as long as this coating is not a basic PU. Among its assets: high purity, flexibility, tensile strength, and nanofibril network structure, making it suitable for fashion products, accessories, and footwear. Companies and research groups have produced prototypes of clothing and accessories using BC, which can be grown into desired shapes, supporting low - or zero-waste manufacturing concepts. Another example is Modern Meadow™ working on bags and leatherworking.
8 bio-based and sustainable material innovations from the Material Lab
When we look at markets using biotech & biofabrication we see the success of the beauty sector. Geraldine Wharry confirms that, compared with the beauty sector, which has shown that it is breaking down the barriers between scientific innovation and commercial viability, fashion is eager to scale these solutions and, as an industry, has the capability to make it happen.
The problem is the fashion industry is incredibly slow to adapt to the innovations taking place and treats this still as an emergent innovation, and worse in some cases as media sound bites. By not scaling fashion is losing. - Geraldine Wharry, Fashion Futurist & Regenerative Futures Architect
As a conclusion, bacteria are one central topic to advancing sustainability, efficiency, and innovation in textile sourcing, offering solutions that address environmental needs. Even if brand commitment remains limited, with many pioneering brands and manufacturers facing challenges in scaling up or attracting significant investment.
According to Leonhard Nima from Studio Nima who collaborates with ISPO:
On the input side, there are generally no limits - it is all about logistics and supply chains there, we globally certainly have plenty of biosources and agricultural waste to work with. We see many material innovators developing promising solutions already. The bigger obstacles arise on the output side. One of the biggest challenges many of the material innovation start-ups face is securing the backing of major brands or manufacturers to help bring their materials to full market readiness and into market. The high performance requirements and price competitiveness also remain a major hurdle.
With ongoing advancements in research and biotechnology, the production of materials derived from bacteria is becoming more practical. Biofabrication starts to be considered as a scalable option, especially in circular systems. With more developments, this innovation offers the sports industry a pathway to reduce its dependence on fossil-based resources and to support the transition toward a circular economy. And to go further on, what if the bio-inspired innovation journey, were meeting up with an AI-driven library of actionable strategies derived from biology and translated into practical solutions.
More about innovative bacteria-driven materials and sustainable solutions awaits you at ISPO 2025, the international flagship event of the global sports business. The Material Lab as a part of the Sustainability Hub provides a unique platform to discover groundbreaking technologies, like bacteria-based materials, aimed at reducing the CO₂ footprint in the sports sector. Experience these innovations firsthand and gain exclusive insights from industry experts. At ISPO, you find out how to stay ahead of trends, integrate biodegradable materials into your products and drive sustainability in sports production. Be part of a greener future - from 30. NOV. - 02. DEZ. in Munich.
As the deadline for the rollout of the European Digital Product Passport (DPP) approaches, greenwashing is going to become a thing of the past, as well as an industry that looks set to drown in digital data. Transparency is the way forward, but until we have some form of clarification on how the DPP is going to work, we have to take the reins and move forward with gusto, creating a strong supply chain with clear indicators of responsible sourcing and manufacturing. For now, the message is loud and clear: the industry is doing it for themselves!
With legislation constantly evolving, staying informed and incorporating it into your marketing strategy can be overwhelming. ISPO 2025, as the global sports business’s flagship event, will offer guidance in the Sustainability Solutions area, emphasizing responsible approaches and transparent supply chains. Join us - from 30 NOV. – 02 DEC. in Munich.
Then find out how ISPO brings together all the players of the sports industry - brands, manufacturers, technology providers, material suppliers, scientists and consultants - and creates the space in which real sustainability solutions are created.
Speaking with Kutay Saritosun, Director of Brand Services and Partnerships, bluesign technologies, he believes the legislation will play an important role in eliminating greenwashing.
The Green Claims Directive is a proposed European Union regulation aiming to prevent "greenwashing" by setting clear, evidence-based requirements for environmental claims made by companies, ensuring consumers receive reliable information about product sustainability. While initially expected to come into force by 2027 or 2028, its future is currently uncertain due to recent developments at the end of June that saw it not withdrawn, but certainly delayed.
As for the Digital Product Passport, that is continuing on its path and expected to become valid in 2027. The DPP will include essential details such as a unique product identifier, compliance documentation, and information on substances of concern. It will also provide user manuals, safety instructions, and guidance on product disposal. By offering a detailed digital record of a product’s lifecycle, the DPP will enhance supply chain management, ensure regulatory compliance, and help companies identify and mitigate risks related to authenticity and environmental impact.
The sports industry is facing a critical challenge: the environmental impact of high-performance materials, particularly carbon fiber composites, which often end up as waste. Fairmat™, a French deep-tech company, is tackling this issue head-on by developing innovative recycling technologies that transform carbon fiber waste into valuable new materials. ISPO.com spoke with Fairmat's CEO, Benjamin Saada, to explore how their groundbreaking approach is reshaping the way the sports industry thinks about material sustainability and performance.
Fairmat will present its sustainable innovations at ISPO 2025, where sustainability takes center stage. From 30. NOV. – 02. DEZ., the Sustainability Solutions area will focus on responsible approaches and modern manufacturing processes, offering valuable networking opportunities and insights into transparent supply chains.
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Fairmat is a French tech company founded in 2020. They specialize in recycling carbon fiber composites and in designing second-generation materials from recycled carbon fiber waste. Fairmat’s approach emphasizes recycling processes that emit less CO2. Producing new materials & avoiding traditional methods like incineration, we met Benjamin Saada Fairmat’s founder & CEO.
His vision is to foster a circular economy by developing scalable solutions for recycling advanced materials. Benjamin Saada is recognized for his engineering-driven approach to entrepreneurship. He advocates for greener & more circular manufacturing.
Benjamin Saada: I started my journey as an entrepreneur with a deep interest in how innovation meets real-world challenges. Before Fairmat™, I founded Expliseat™, where we reinvented aircraft seats using composite materials. Today, with Fairmat, I’m focused on scaling sustainable, high-performance materials. As for outdoor sports, my favorite moments are those I share with my wife and kids. We’re big on racket sports: table tennis, tennis, padel, beach tennis—and we also love gravel bike trips across France. And when I’m visiting our factory in Salt Lake City, I never miss the chance to hit the slopes for a ski day. I just can’t resist.
The turning point was realizing how much advanced material, like carbon fiber, ends up in landfills or incinerated. We're talking about high-performance, high-value materials ... wasted. At Fairmat, we saw that waste not as the end of something, but as the beginning of a new industrial cycle. That’s where we decided to act.
By designing systems that are smarter than us. Our factories are built on robotics and AI, not just to improve productivity, but to continuously push our own limits. We measure, we optimize, and we iterate every week. Everything in Fairmat’s system is driven by our own factory software. I also believe in keeping pressure high—but stress low. The right systems create that balance.
Europe is setting a bold standard, and I fully support it. The Digital Product Passport (DPP) and ESPR are not just regulatory frameworks, they're market accelerators. They push for traceability, accountability, and real circularity. That’s exactly where Fairmat thrives. We’ve built our tech to make those requirements a non-issue.
Then find out how ISPO brings together all the players - sports brands, manufacturers, technology providers, material suppliers, scientists and consultants - and creates the space in which real sustainability solutions are created.
At Fairmat, compliance is embedded in our material and factory software. Each chip we produce is traceable, and our software generates the data required for any audit or reporting. Where do we hit limits? The standardization of recycling infrastructure. We’re ready to scale, but the broader ecosystem still needs to catch up.
It’s ambitious and necessary. But "zero impact" can’t mean “zero performance” or “zero competitiveness.” At Fairmat, we’re proving it’s possible to reduce CO₂ by 90%, maintain industrial-grade performance, and lower costs. That’s the direction we need to take: sustainability without compromise.
Working with Decathlon was a great challenge. Their demands on durability and performance are incredibly high and their commitment to affordability is just as strong. It forced us to prove that circular innovation can be both elite and accessible. That tension made us better.
The real disruption will come from materials that are sustainable by design. Easy to process, cost-efficient, and endlessly recyclable. Not just “green alternatives,” but truly superior ones.
Materials like Fairmat are paving the way for a future where outdoor products have near-zero environmental impact and can evolve season after season, thanks to our proprietary Infinity Recycling technology. It means brands can adapt much faster to shifting trends and consumer expectations by rebuilding new products from the same materials, without compromising on performance or design.
Sustainability is no longer a constraint. It’s a lever for performance, adaptability, and brand value. Those who embrace it early won’t just follow the industry, they'll more so redefine it.
As Benjamin has said, sustainability is no longer a constraint but a lever for performance, adaptability, and brand value. At ISPO 2025, the Sustainability Solutions Area will serve as a pivotal space where sustainability drives innovation. Here, brands like Fairmat will present groundbreaking solutions for reducing environmental impact. This area provides a dynamic platform for professionals to explore how sustainable practices can enhance product performance while aligning with market demands. As the international flagship event of the global sports business, ISPO 2025 will foster collaboration and knowledge-sharing, showcasing how sustainability is transforming the sports industry into a future-proof and responsible sector. Be there - from 30. NOV. – 02. DEZ in Munich!