March 2021

2021, THE YEAR OF SPORT? Optimism was high at this year’s ISPO

Despite the sportswear market’s Covid challenges, optimism was high at this year’s ISPO

ISPO’s mission statement is ‘Accelerating Sport’. And, even in a year where sport worldwide has taken a hit from Covid, the annual Munich trade event (this year held virtually) was in a positive frame of mind.

Drayton’s six key take-outs were:

  1. Sustainability – International sports brands and sports manufacturers are now completely united in their determination to supply ‘planet-first’ product to customers.

  2. Green manufacturing – As part of that sustainable mission, manufacturers are driving forward research, development, and manufacturing processes that prioritise the environment.

  3. Togetherness – Throughout the event there was a very positive and widespread industry-wide agreement to share information that positively affects the planet.

  4. Lifaloft – High-tech fabrics like Helly Hansen’s Lifaloft (low-weight insulating layers) are driving innovation in outdoor sports like climbing, skiing, and hiking.

  5. Partnerships – The eco-focus of major brands continues to drive strategic partnerships. Notably, Adidas and its ongoing relationship with design-collective Parley – intercepting plastic before it enters the oceans and turning it into high-performance sportswear.

  6. Naturally better – Skilful positioning by brands like Allbirds around recycling and the use of all-natural materials in the manufacturing of sports shoes and apparel continues to drive market share.

All in all, ISPO and the industry were confident of a resurgent post-lockdown market. There was plenty of optimism in the air