The 'zeitgeist' captures what people are currently thinking and feeling and how they want to shape their lifestyle. While the OutDoor market was characterized by traditional outdoor enthusiasts in the past, this target group has evolved, differentiated and rejuvenated in recent years. New influences such as urbanity, fashion, streetwear and sustainability are merging with the classic original and giving rise to new, creative players. ISPO Munich wants to offer a platform for this development with the curated special area Zeitgeist by ISPO and address the changing needs of consumers and companies alike. With a uniform look, prefabricated and equipped stand areas in various sizes and a real community feeling, a trade show presence has never been so easy.
And what do brands that are now presenting themselves for the first time at the Zeitgeist by ISPO area have to say? We asked three of them:
The Australian label Bellroy from Bells Beach and Fitzroy, which was founded at a kitchen table in 2010 and is now headquartered in Melbourne, already sells its collection of travel bags and accessories in over 25 countries. As a certified B Corp, Bellroy is just as concerned about sustainability as it is about the customer's need for style and functionality. However, Bellroy does not want to offer bags for specific environments and locations. "We founded Bellroy with the goal of developing products for everyday use that our customers can use in all their environments, from the gym to the office, from the city to the great outdoors, from the airport to the road trip. We design solutions for everyday needs and are not an 'occasional' brand for special endeavors," explains Julia Gaw from Bellroy.
Positioned at the intersection of style and function, the brand manufactures products that combine aesthetics, functionality and sustainability and appeal to fashion, travel and outdoor enthusiasts alike. Sports retailers are also increasingly looking for collections that can be used universally and with which they can expand their reach beyond the traditional sports context. For Bellroy, the Zeitgeist by ISPO area with its focus on innovation and trendsetting is therefore the ideal place where the brand can "join forces with like-minded innovators who understand and appreciate our design and world view," says Julia Gaw. Communicating this world view works best in a curated space with brands that think similarly and from person to person. For Bellroy, trade shows are therefore "hugely important as they give us the opportunity to connect face-to-face with industry leaders, customers and partners, fostering growth and collaboration. They are crucial for showcasing products, increasing visibility, training and learning. Ultimately, they are key to cultivating relationships and strengthening influence in the industry."
For years, the sneaker market has been a prime example of how the sports and fashion segments influence each other and constantly absorb new impulses. The French brand Veja is one of the sustainability pioneers in the sneaker market and has been creating products that combine social projects, economic justice and ecological materials since 2005. Veja does not develop products to target a specific market, niche, segment or consumer typology. "We try to create products where the design serves as a means for innovation in use, aimed at the end consumer," explains Sophie Bouquet from Veja.
"Sports brands are successful today when they combine sustainability, design and social commitment. Our product development is based on practical and user-oriented issues and not on trends or market requirements. We use all our know-how from the lifestyle sector to transfer it to sport." Veja has not been active in the performance sector for long. Trade shows are essential to emphasize this still young orientation to retailers. Sophie Bouquet: "Trade shows are still very important for us because they give us the opportunity to present Veja from a sports perspective." They offer the best opportunity to discuss a wide variety of topics in direct communication. At Zeitgeist by ISPO, Veja wants to meet stores and key accounts "who are curious about our approach to performance". Veja has also noticed this: The interest of sports/outdoor retailers in more fashionable collections is increasing. Sophie Bouquet: "Since the start of the Gropcore trend, the boundary between fashion and outdoor has become increasingly permeable.
Sandqvist was born in Stockholm in 2004 from the idea of developing bags that could be used in the city as well as in the great outdoors. For this reason, Sandqvist has focused from the outset on a combination of high functionality and stylish, minimalist design with a clear focus on sustainable and environmentally friendly materials. With this focus, the brand fits into various retail segments and appeals to different target groups. It also appeals to sports retailers who want to set themselves apart from the traditional competition with stylish, responsibly manufactured bags and a clear Scandinavian design language. Sandqvist still sees a lot of potential in the symbiosis of style and function: "Multifunctional, stylish products with functions that can be used for different purposes are very much in demand these days," explains Patrik Ström from Sandqvist.
"We see that 'traditional' outdoor and sports customers are looking for more design and lifestyle elements and not just functionality, as was the case in the past." Ström therefore wants to meet the classic ISPO visitors at the Zeitgeist area. Trade shows are an important platform for him to present his product in a targeted manner. But also to network within the industry: "I think trade shows are still an important platform for meeting customers and exchanging knowledge and insights. Not only with buyers, but also with other brands or other players in the industry that you might not otherwise meet." The Zeitgeist area is ideal for this, as the idea of community is also a central concern here. This is underlined by the uniform booth design, which is booked at the same time. A separate stand construction is therefore not necessary. The visually unified Zeitgeist area thus attracts even more attention and immediately signals to visitors that a new area is opening up here.
- Trend-setting brands: From established favorites to up-and-coming labels, ZEITGEIST by ISPO brings together the most exciting names in the industry, such as Sandqvist Bags & Items AB, We Norwegians, Varsity Headwear, Snowpeak, VEJA, Amundsen Sports AS, Haglöfs AB or Bellroy.
- New pioneers: Discover the next generation of fashion pioneers who are pushing boundaries and redefining the landscape of sports and streetwear.
- Curated exhibition stands: Experience an effortless presentation with prefabricated and equipped stand spaces in various sizes from 20 to 120 square meters.
- All-inclusive pricing: Whether you're a startup or an established brand, ZEITGEIST by ISPO offers an accessible platform to showcase your collections without the stress of additional costs.
Would you like to be part of Zeitgeist by ISPO 2024?
Then contact Constanze Fuchs directly:
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