As the global sports, outdoor, and fashion communities grapple with pressing environmental concerns and a shifting consumer landscape, the sports and outdoor industry finds itself at a pivotal juncture. ISPO Munich, the sports and outdoor tradeshow renowned for its innovation, sustainability initiatives, and dynamic brand collaborations, stands at the forefront of this tradeshow transformation.
ISPO has undergone a profound metamorphosis in recent years, evolving from a declining conventional product-centric tradeshow into a vibrant platform that champions brand narratives and sustainability. This evolution reflects a broader industry shift towards experiential branding, holistic storytelling, and community engagement.
— ISPO aims to be a platform where the global sports industry and diverse cultures converge. We’re rethinking our target audience, shifting from retailers to cultural pioneers shaping our future ideas. We aim to deliver a mix of inspiration, education, and entertainment, emphasizing culture as a driving force for change, explains Lena Haushofer, Exhibition Manager, ISPO.
One of the most striking aspects of ISPO’s evolution is its commitment to sustainability. In a landscape where environmental consciousness reigns, ISPO has emerged with initiatives that promote sustainability practices, circularity, and cross-industry collaborations. From establishing The Future Lab and The Sustainability Hub to integrating the Material Lab, ISPO has created a future-focused space for brands to showcase innovations, discuss ESG strategies and share knowledge between brands and fans of brands, serving as a catalyst for dialogue and action within the industry.
— Last year, we introduced the Sustainability Hub within the Future Lab, establishing it as the ideal space in the outdoor halls, says Lena Haushofer. Since sustainability has become a critical concept, we also incorporated the Material Lab to showcase innovations and we’ve encouraged brands to discuss not just products but also ESG strategies.
— The green stage within The Sustainability Hub impressed us, Haushofer continues, with numerous attendees engrossed in discussions. We organised cross-industry sessions with environmental technology experts, addressing textile recycling and circularity. This cross-industry approach extends ISPO Munich, with discussions involving the outdoor or sports industry and experts from various fields.
However, sustainability is just one facet of ISPO’s approach to redefining the tradeshow experience. The show’s collaboration with cultural pioneers like Highsnobiety and the creation of ZEITGEIST — an outdoor lifestyle arena — underscores its commitment to seamlessly blending sports, fashion, and lifestyle. By curating immersive experiences, thought-provoking panels, and engaging discussions, ISPO has transformed itself into more than just a traditional marketplace — it’s becoming a cultural phenomenon and meeting place.
Key industry figures have lauded ISPO’s innovative approach, recognizing its role as a catalyst for change in the tradeshow landscape. David Fischer, Founder of Highsnobiety, highlights the collaborative spirit that underpins the partnership, emphasizing the importance of authenticity and quality in shaping the ISPO experience.
David Fischer, founder of Highsnobiety, says the collaboration isn’t just about putting our name on something for ISPO; it’s a true collaboration where both sides understand the quality and curation required to make it feel authentic for the cultural pioneers.
— We devised a plan to start with content and insights. Over the last year, we built the first Highsnobiety arena, creating a sub-brand called 520 M. We aimed to curate a space at the intersection of fashion, culture, and the outdoors. The partnership kicked off in November 22, focusing on panels and talks since there were no booths last year. We adopted a soft pitch, programming a 520 panel and talk series, inviting brands like The North Face, Mammut, Hoka and Oakley to contribute to the conversation. This year, the booth has almost tripled in size, occupying the entire entrance at ISPO, including an exhibition space with various brands, attracting a new kind of visitor to ISPO, explains David Fischer.
Looking ahead, ISPO Munich aims to solidify further its position as the global leader within the sport and outdoor tradeshow industry. Plans to expand into a sports festival format, featuring masterclasses, workshops, and sustainability discussions, signal an exciting new chapter for the show. By embracing these forward-thinking strategies and enabling meaningful connections, ISPO is paving the way for a more sustainable, inclusive, and impactful future for the sports and outdoor industry, which could act as an inspirational beacon for the many fashion tradeshows around Europe.
— In the future, ISPO Munich will evolve into more of a sports festival, says Lena Haushofer. We’ll see an increase in masterclasses, workshops, discussions on sustainability, innovation labs, and best-case presentations where brands share their successes and educate others in the industry and retail.
In conclusion, ISPO Munich’s journey exemplifies the transformative power of tradeshow evolution. By embracing sustainability, fostering brand collaborations, and prioritising community engagement, ISPO has redefined the traditional tradeshow model, setting a new standard for industry excellence that more tradeshows should emulate. As we navigate the ever-changing sports and outdoor industry landscape, ISPO is a beacon of innovation and inspiration.
Three industry voices from the floor at ISPO
Snow Peak
“We were invited by Highsnobiety to discuss how we foster community and strive to make the outdoors a more inclusive and accessible space, a significant part of Snow Peak’s philosophy. The common thread this year is the discussion on community and culture driving change. Snow Peak strives to reach a diverse audience, including younger consumer groups and different demographics. We emphasize making the outdoors accessible to all.“
Matthew-Erik Beale, Experience Manager at Snow Peak Europe
Houdini Sportswear
“I’m excited to share more about our journey and partnership with Polartec. This particular project allowed us to unlock the potential within the bio-based part of nylon, using non-GMO plant-based nylon for almost half of the content. This creates a extremely smooth, soft, and silent material, letting you hear nature rather than the shell crashing against itself on the mountain.”
Jesper Danielsson, Chief Product Officer at Houdini Sportswear
RAB The Mountain People
“So, we realized that while we had goals for sustainability, communicating them to the general public was a challenge. Material Facts is essentially like a nutrition label for jackets, sleeping bags, and even backpacks. We developed simplified cards that show the exact percentage of recycled content in each product. This applies to our entire collection, which includes over 600 products. Each Material Facts card breaks down the recycled content into different elements, such as outer material, inter material, details, zip pulls, and more”.
Robert Moskowitz, Head of Marketing Nordics, RAB
Fredrik Ekström is the founder and brand strategist at Above The Clouds
