Design revolution: How the outdoor sector is reinventing itself

• The augmented outdoor experience
• Circular Design Revolution
• Adaptive design
• Dress tomorrow's value chain
• Evolution of the re-design
• Intersectoral inspiration
• The new postal competitive spirit
• ISPO Munich: Shaping the future

The sportswear market will become increasingly polarized in 2024 as challenger brands experience a significant rise against established players. These challengers are expected to account for 57% of the segment's economic gains in 2024, compared to just 20% in 2020. This shift marks a significant change in the competitive landscape of the sportswear and luxury market. Iconic brands are launching lifestyle collections that are becoming increasingly important.

To stand out and gain market share, brands are relying on several key strategies:

1. Lifestyle innovation from Highsnobiety™
   For the third year in a row, the partnership between Highsnobiety and ISPO presented the latest innovations in Space 520 PM. These advances are shaping the outdoor lifestyle and its potential impact on the future. "The Augmented OutDoor" explores how our relationship with the outdoors is evolving with the increasing integration of technology. It highlights the tension between technological innovation and the growing need for digital downtime, redefining outdoor experiences.
2. Massive investment in research and development
   Companies such as Icebreaker™ and The Woolmark Company™ are investing heavily in research and development. Platforms such as Pangaia™ and The Materialist™ are implementing protocols for the development of lower impact materials.
3. Strategic collaborations
   Collaborations between sportswear and fashion brands are becoming increasingly common, resulting in exclusive, innovative collections. Notable examples include Adidas™ & Terrex™, Rapha™ & Palace™, Jacquemus™ & Nike™, Coperni™ & Puma™ and Monclers™ Genius Line in collaboration with international artists.

In terms of sustainability and environmental impact, personalization has emerged as a key response to growing consumer concerns. This trend fits perfectly into the concept of a sustainable lifestyle and circular consumption methods.

One outstanding partnership presented at ISPO Munich was that of Patagonia™ and the United Repair Center, co-founded by Thami Schweichler and Paul Kerssens. They spoke during a panel discussion specifically dedicated to the revolution in circular practices.

This repair initiative, supported by partner brands such as Patagonia™ and Perfect Moment™, follows the principles of product life extension and repair as a key indicator of performance. According to Thami Schweichler:

Inclusivity, diversity and adaptive product design dominated several discussion panels and events. Although solutions exist, many companies are still in the early stages. Fortunately, some designers and manufacturers are very committed to the cause.

One standout is Alice Sainsbury, inclusive design consultant and founder of Tao Studio. Her professional and personal journey exemplifies the issue:

Alice highlights initiatives such as Salomon™'s collaboration with the prosthesis company Hopper™, Arc'teryx™'s partnership with the robotics startup Skip™ and the Berghaus Adapts™ project. At the same time, she criticizes the glaring lack of adaptive clothing for wheelchair users.

Femke Vesters, Head of Product Design at Berghaus™, added that designing these products with a team of disabled athletes and practitioners was both educational and effective in creating new market offerings.

Adapting the relationship to consumption is another major challenge. Nora Kuehner's work shows that diversity increases creativity. Sponsored by Achroma™ and Unitex™, she held a two-day masterclass entitled "Creating another tomorrow sustainable & responsible design".

The masterclass brought together international students and invited experts to rethink overconsumption and redesign development and manufacturing. The aim was to restore value to objects by incorporating their life stories into design and to question current production and consumption practices. The focus was on emotionally sustainable design, social connections and product appreciation.

The panel discussion "Repair, renew, redesign: The (re)design revolution - design in control of product & process" brought together industry leaders such as Paul Kerssens, Alice Sainsbury, Femke Vesters and Willem Swager, Director of Finance and Operations EMEA at Patagonia™.

The discussion emphasized the need for product durability and waste reduction. According to Kerssens:

How can design processes accelerate change between sectors, from the automotive to the sports industry? This question was discussed in a panel led by sports and mobility designer Florian Auger. Participants included Komal Singh(Polestar™), Hervé Barrière(DACIA™), Anouk Groen(RNA Design™) and François Farion(Renault™).

The panel highlighted:

• Sustainable design
• Contextualization and storytelling for the consumer
• New partnerships between design and business
• Innovative solutions where function comes from design

Singh shared the example of the Polestar 4's bespoke Tailored Knit interior, made from 100% recycled PET bottles and inspired by sports shoes.

The goal was to foster cross-sector collaboration, showcasing creative approaches adaptable to the outdoor sports industry. Komal Singh, referring to this era as “the climate decade,” emphasized the need for aesthetics to evolve by integrating traditional finishes with eco-friendly technologies. At Polestar, she co-developed the Tailored Knit upholstery for the Polestar 4—a structured, custom-knit material made entirely from recycled PET bottles, inspired by sportswear, and designed to significantly reduce waste. Hervé Barrière added:

In this highly competitive environment, activating unique brand stories will be critical to stand out and capture consumer attention. Brands that combine product innovation, sustainability commitments and effective marketing strategies will be best positioned to secure a significant share of this growing market.

One solution is to accelerate collaboration through contribution-the new post-competitive spirit. This means drawing value from different departments such as design, marketing, R&D, finance and competitors to jointly develop processes and products.

How can we bring a different intention to design? By appointing empathetic designers to influential roles, refining KPI performance metrics to give guidance rather than orders, conducting industry-specific retrospectives and questioning volume-based business models. The possibilities are many and varied and all center on systemic, interdisciplinary approaches.

ISPO Munich showcased innovation, sustainability and the interface between sport, health and fashion, reflecting the current trends in the outdoor industry. The key remains the focus on lifestyle evolution rather than isolated practices. Through its initiatives, ISPO Munich continues to anchor and amplify inspiration for the outdoor market. The transformation of the 4Ps of the marketing mix to product, process, public relations and policy underscores the trade show's role as a signpost for the future of ecological product design in the outdoor sector.