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Sowing the seeds of sport and style success
When it comes to putting Munich on the sporting calender ispo have definitely sneaked in ahead of all the Fifa World Cup, albeit focussed on the winter sports market. Talk about the "fantastic four".
From 29th January to 1st Febuary, the show that has now become the enviable communications platform for the industry kept the business buzzing from hall to hall. That was of course once you had survived the baptism of fire or the rather disturbing Darth Vader effects coming from behind the SGI stand. What has captured the attention of so many is the sheer creativity of it all. There are spotlights on everything from small first time enterprises to style and glamour that translates to the catwalk. True, some halls make their noise with a little more subtlety than those in A1 and the surrounds, but they none the less still cry out for the attention it all deserves. Ispo is no longer about selling, buying or straightforward business. It is an absolute theme park of ideas in action and that is what put the show firmly into the diaries of over 60,000 trade visitors this time around. A record breaking event in ispo’s history. From record breaking to Award winning ispo had it all.Much of this is due to the fact that ispo is all about innovation, from the introduction of areas to support emerging brands and promote the next generation of brands, to new ways to showcase the products that are currently making headline impact.
Since Summer 04, the seedbed project has been a vital part of the board community and it is growing some tremendous new talent who are given the encouragement to put their ideas into action. Snowboarding has totally come of age in terms of its presentation and product offering, but it has done so in its own unique style which has meant the rebellious streak is still very much a part of that development. For some, who clearly have not quite caught on, this meant amplifying what they clearly thought was a back in the day "bad boy" image – but a stand full of toilet rolls, some pretty anti social exhibitor behaviour and a faceful of attitude ended up as just plain silly. Even in the eyes of fellow hardcore fans.
It was all about the product and once more, apparel was making a statement. If 2005 was check and chav, 2006 was as bold as bling for some – could a snowboarder wear any more in the way of diamante and gold chains. Yet again, Burton paved the way, with their B3 boots and bindings surely the hottest property of its kind, Paris Hilton and every other pop princess would no doubt squeeze these in the cupboard alongside a gzillion pairs of sparkling Jimmy Choos. And we definitely noted a reflected twinkle in the eye of Snow and Rock’s buying team about them. Also making strong "princess" statements were Neidecker and K2 and on apparel fur was relegated to trim with white most definitely being the new black next season.
Surf stars Rip Curl were busy moving from the sea to snow, introducing their very first collection of snowboards and skis, referring to themselves as "the most technical surf brand on snow". Skate punk and rock’n’roll crossed over between boards, street wear and skate itself,with bold black and white stories very much the look, in keeping with the indie music trends of the moment too, as ever, Vans made the utmost of this style statement.
Protest yet again showed that they know how to put together a real style statement.And how to display it. Rich colours, clever tweeds and camos (and check out the hacking jacket type cuts that would do material country girl Madonna proud) with plenty of shimmering stones and some fabulous customised detailing really set their collection apart yet again.
Rider Owned Brands is a sector that has enabled some of the legendary performers to become product developers and this is becoming a vital focal point in board ispo. After all, these guys really know what they are talking about and totally "get" the whole scene, so who better to put their experience into enterprise. Once again "Shape your Shop" was a buzzing business part of the board ispo Snow Summit too, as top European retailers took part in an exchange of ideas and information, Britain’s TSA yet again showed their commercial edge by participating.
As ever, art was a vital part of the whole boardsports culture. From skate to snowboard, the whole graffiti meets graphics scene is the lifeblood of the whole community. Board sports continues to be far more than the product itself. Music, film, photography and art are all part of the mix and ispo puts them all in an independent spotlight. Special mention has to go to edgy brand Rome for their snowboard graphics, featuring everything from punk style to pop art, Santa Cruz too showed similar inventiveness with their sticker board and what we thought was simply the girls board of dreams!
In the sports halls, Fifa World Cup was a surprisingly low key affair. But fitness and protection products were very much in evidence throughout. In fact, specialists aside, it seems that every brand is now introducing its own range of protective gear.
From Reebok, a rebranding and superb boxing exercise package really packed a punch,with the promise of some superb fitness potential ahead. You can but wonder at the lack of attendance by some of the UK’s own distributors on their stands.
Umbro had lined up a pretty good crowd, but there were none of the familiar faces hoped for amongst them and it must be said, from a media perspective, it is pretty disappointing to discuss product stories and talk trends with German counterparts who can only pass your editorial requests back to home territory.
Working with Runner’s World, ispo created a new awards section with Asics hot new property the Gel Kinsei (a finalist in the UK’s own Sport Industry Awards in April) taking the trophy in footwear and Falke the apparel prizewinner. Mention has to go with Polar whose technology for heart rate, speed and distance measurements has been integrated seamlessly into adida running shoes and clothing.
Looking ahead to ispo summer, there is such a mixed feeling. The show does not yet quite enjoy the same profile level, but it most definitely should. Because ispo is far more than a vast collection of exhibition stands. Anyone seeking inspiration or awareness of what is globally making impact cannot afford to ignore what is highlighted on this sporting stage. As Florian Weingartner,Head of Marketing and Communication told SGB UK, "ispo is so much more than a trade show, we are now a huge communication tool for the industry". And that is indeed the case, simply by taking in the inventiveness you become inspired – and that is the creativity that the business of sport needs to succeed
