You can find more trends from 30 NOV. - 02 DEC. at ISPO 2025. The ISPO Brands & Products Arena offers the ideal environment to effectively present your brand - be it in the outdoor, performance, team sports or other dynamic segments - and to discover and learn about emerging trends.
Today, you can no longer rely on just one channel.
Graber shows that consumers are increasingly mixing sport and lifestyle - and that's exactly where brands need to be present. A strong omni-channel strategy is essential to meet people where they are. "We scan the web to find out what consumers really want - even without asking them directly," explains Gelbe. Data-driven insights are crucial here.
When online and offline channels work well together, the result is a seamless and inspiring customer journey. Yellow knows:
You achieve the greatest effect when you reach your target group at multiple touchpoints.
Combining digital and physical experiences makes all the difference.
The trend towards an active lifestyle continues to grow. More and more people are consciously integrating exercise into their everyday lives - for greater well-being.
"Many people are looking for a more active lifestyle, especially in times of daily stress," observes Gelbe. Brands should pick up on this trend and specifically support consumers in their healthy everyday lives.
Function and fashion are merging. Clothing is increasingly being used to express one's own personality. For brands, this means creating space for individuality - and finding innovative ways to credibly combine active lifestyle and fashion
Shared values are the key to appealing to new target groups. Graber advises:
Understand what you have in common - and use that for genuine interaction.
This can also work through unusual collaborations. His tip:
Find suitable partners and allow yourself to be challenged - this brings fresh impetus.
Those who use new channels such as WhatsApp can communicate more personally and effectively with consumers. Gelbe recommends being open to new forms of communication - and using them in a targeted way to build proximity.
Brands must constantly find new ways to reach consumers outside of traditional environments. Yellow knows:
Be where your target group is - and think carefully about the context in which you address them.
Flexibility and contextual thinking are the basis for modern brand communication
The 7 Consumer Insights clearly show that if you want to remain relevant as a sports or lifestyle brand in the future, you have to do more than just sell products. It's about really understanding target groups - their values, their behavior, their needs.
Data-driven decisions, genuine proximity to the community and a feel for trends such as wellbeing, self-expression or new touchpoints make all the difference. Brands that are prepared to adapt flexibly to new platforms, lifestyles and communication channels not only create visibility, but also trust and long-term loyalty.
Now is the time to put your own strategy to the test: Where is my target group - and am I really present there?
You can find more learnings and insights from 30 NOV. - 02 DEC. at ISPO 2025 - what are you waiting for?
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