When the international sporting goods industry convenes in Munich for ispo summer 05, they will see the continued growth in the relationship between outdoor business and Nordic fitness and a larger outdoor presence than in 2004.
ispo summer 05 will take place July 3-5 at the New Munich Trade Fair Centre.
“Wellness and fitness are finally being brought back into the context of outdoor sports and products via the wave of Nordic fitness,” ispo Senior U.S. Associate Dieter Tremp said. “The opportunities are great for a broad spectrum of brands and their retailers. This phenomenon is not uniquely European, but it certainly experiences growth and sales numbers there, large enough to make U.S. companies swoon in delight.”
Nordic fitness kicked off at ispo summer 02, when exhibitor Odlo sponsored a multi-discipline event at Olympic Stadium. Since that time, ispo's attention to Nordic fitness companies and products have grown to reflect and spark the huge surge in popularity. Millions of Europeans participate in Nordic fitness, and the numbers are growing in the United States.
Nordic fitness is one of several features to the outdoor ispo program at ispo summer 05. Many traditional outdoor companies will be at the show, including Gore, Columbia, Mountain Hardwear, Jack Wolfskin, Schoeffel and Millet.
“They're taking action by proactively pursuing a broader professional spectrum of buyers at ispo summer 05, which reflects a move toward more multi-specialty retail strategies like you would see at a Lombardy's in San Francisco or Paragon Sporting Goods in New York,” Tremp said.
A concurrent World Cup climbing event will take place at a neighboring hall within New Munich Trade Fair Centre, drawing thousands of outdoor and climbing enthusiasts.
According to Tremp, the emphasis will be on outerwear and footwear – thanks in large part to the huge Nordic walking market – along with the ever-growing relationship between retailers, exhibitors, the changing retail market and ispo itself.
“Outdoor is at a defining threshold in Europe,” Tremp said. “In order to provide future growth, the industry has to expand past distribution to small exclusive stores into the predominant European retail environment of professionally run larger multi-specialty stores.”
“Exhibitors are also thrilled with the promotional push ispo and Gore are making with key European outdoor retailers. They're organizing a program for some one thousand retailers to attend special Gore promotions and ispo summer 05 in Munich,” Tremp said.
An increasing number of American retailers are opting to spend a week in Europe each summer and gauge potential markets through ispo primarily in the footwear, ispovision, outdoor ispo and board ispo categories.
“The primary reason to come over is to open their minds to new and exciting strategic opportunities,” Tremp said. 'We've seen groups of retailers do this for two years now, not only from the United States but in touring groups from other European countries. It's very clear to them that ispo not only showcases the products but the marketing strategies and very creative ways to make a hit with their customers back home.”
