Ready, Set, Go

Latest influences from the global sports industry

02 / 2020

What you can expect:

 

  • 53 pages of expert knowledge
  • Analysis of 5 long-term megatrends affecting the sports industry
  • Expert strategies for the 6 most important leading trends
  • Professional tips: business opportunities related to the leading trends
  • 3 exclusive interviews with innovators from the sports industry
  • Be aware: 6 trends to watch

…or save up to 25% with our subscription models!

* all prices incl. VAT

Ready, Set, Go

Latest influences from the global sports industry

02 / 2020

What you can expect:

 

  • 53 pages of expert knowledge
  • Analysis of 5 long-term megatrends affecting the sports industry
  • Expert strategies for the 6 most important leading trends
  • Professional tips: business opportunities related to the leading trends
  • 3 exclusive interviews with innovators from the sports industry
  • Be aware: 6 trends to watch

…or save up to 25% with our subscription models!

* all prices incl. VAT

future of sports business

insight into

“new mindset”

Probably THE trend right now in the sports apparel segment. “New Ecology” and a stronger sustainable mindset make customers want products that are made with nature in mind.

Excerpt from the interview with Reiner Gerstner, Vice President Marketing, Schöffel Sportbekleidung GmbH

Learn why “Sustainability is becoming a very strong orientation factor” at Schöffel!

Schöffel is one of the European brand leaders in functional outdoor sports and ski clothing. How do you set yourself apart from the competition?

Reiner Gerstner: Quality, fit and durability are our strongest distinguishing features. We see ourselves as clothing manufacturers and focus exclusively on clothing. With our 216 years of experience we are the oldest ski and outdoor brand in the world.

 

Is focusing a secret of success?

RG: Everyone who has so many product categories must meet the challenge of being just as good with their individual product as the mono specialist. Schöffel is a mono specialist in clothing and that is an advantage. Other multi-product specialists have to be as good as we are in this area – we who concentrate exclusively on one thing.

 

What’s new from Schöffel at ISPO?

RG: We have the “INTELLITEX® Heat” program as spearhead. It is applied to trousers and jackets where carbon nanotubes are inserted into the fabric. The intelligence of the sensors recognizes when I hang up the jacket in the hut and then turns it off automatically. The system also adapts to changing weather conditions and keeps the temperature according to the circumstances.

Is digitalization a sales driver?

RG: The way we live our lives as a society today, how we work or shop, obviously drives the expectations of how we do sports and spend our leisure time. In that sense it is logical that digital intelligence has an influence factor. Therefore, we have created an “ingredient brand” – INTELLITEX® – where we continuously develop innovative products – combining textiles with intelligence.

 

What does your innovation process look like?

RG: We have an innovation manager specifically for this topic. He monitors the long-term megatrends and the medium-term technology trends. Together with universities or development offices, we then develop user-related ideas. At long last, the ideas are developed into final products – pretty often athlete-proofed.

 

How do you cope with the megatrend of urbanization?

RG: People who share the same passion connect with each other and express this through certain codes. What 20 years ago was the surfer flip-flop is today the mountaineering jacket. This is worn in leisure time and with it you could theoretically climb a 3000m high mountain. Technologies from the outdoor sport segment are integrated into the leisure wear. At the same time, the code expresses an emotional belonging.

 

How high is Schöffel’s street credibility?

RG: A jacket for the urban environment does not have to look like one for mountain sports. But features such as weather protection and breathability are highly desirable. Our look has a touch of zeitgeist and modernity, with a certain restraint.


Get all the interviews with key players from the sports industry (including insights, personal opinions and potential market futures)!

insight into

“athleisure”

Athleisure is combining fashion with a sporty functionality. Megatrends such as urbanization are empowering this trend and it is not likely to end soon.
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insight into

“connected sports”

It’s no longer just fitness trackers. Almost every brand has a product that is connected with the user and the cloud.
insight into

“lifestyle”

What I have = What I am

Excerpt from the interview with Melf Sönnichsen, Senior Manager Brand Marketing & Communications EMEA, Marmot Mountain LLC

“We are constantly trying to push innovations.” Get to know how the business is changing for Marmot.

Marmot was founded in 1974 in the USA. How does this fresh look in your industry help you?

Melf Sönnichsen: At that time, we had already built things that the market did not offer and that the market needed. We are constantly trying to push innovations.

 

What’s new from Marmot at the 2020 ISPO?

MS: This year we are focusing on our “Warm Cube” technology. The inspiration came from ice cubes, which have a good storage capacity for cold. We wanted to use this storage capacity for heat as well. As a result, we integrated a cube structure into the downs, which keeps the heat where it is needed.

 

The growth phase of the outdoor industry is over, what’s next?

MR: We have to push innovation forward to increase brand awareness and to make the downstream distribution policy to follow. In the course of the growth phase, many brands have seized opportunities and left their DNA behind.

Did Marmot lose focus during the growth phase?

MS: Like many other brands, Marmot has produced many different products. We now want to focus more on our hardshells again. Therefore our “Warm Cube” technology is the Trojan horse.

 

Marmot is a Californian company. How do the markets differ?

MS: The markets are very different in terms of dealer structure. This very fragmented sports retail business, which we still have in Germany, is no longer present in other countries.

 

Are there local trends, or is everything global?

MS: There are many different tastes. Europeans prefer straightforward and uncompromising designs. Other markets are much more diverse. For us as a global brand, it is self-evident that we follow trends from different countries with our collections.

 

Globally we are seeing a growth of large cities and a metropolitanization of the population. Is this the reason for the urbanization of outdoor brands?

MS: The longing for nature is particularly strong in cities. Marmot helps the wearer to extend the moments they have spent in nature and to reintegrate it into their normal city life. There are certain styles that can be integrated into the urban environment.


We identified three key innovators in the sports industry and interviewed them for you.

Learn more about innovation processes, sales drivers, use of trend research and future business opportunities from the perspective of our interviewees.

01

Reiner Gerstner VP Marketing Schoeffel
Reiner Gerstner, VP Marketing, Schöffel:

“Sustainability is becoming a very strong orientation factor.”

02

Interview with with Melf Soennichsen Senior Manager Brand Marketing Communications EMEA Marmot Mountain LLC
Melf Sönnichsen, Senior Manager Brand Marketing & Communications EMEA, Marmot:

“The longing for nature is particularly strong in
cities.”

03

Interview with Martin Riebel CEO Deuter
Martin Riebel, CEO, Deuter

“For us, as a brand, it is important to remain authentic.”

insight into

“forget pink”

Women in sports – this has long been an under-estimated business area. Companies have mainly focused on men’s lines and simply changed colors to fit women’s tastes. That era is finally finished.
insight into

“digital business”

IoT, 5G and connectivity are not only changing the way we consume and play sports, they will change the way the sport industry is reaching out to customers.

Excerpt from the interview with Martin Riebel, CEO of Deuter Sport GmbH

Discover why “it is important to remain authentic” for Deuter.

Deuter has been a pioneer in the manufacturing of bags since 1898. What can other companies learn from you?

Martin Riebel: We focus on the employee. Many ideas have come about as a result of our employees’ enthusiasm and love of mountain sports. These ideas are now taken for granted by the market.

 

How do you deal with the ever-increasing digitalization versus outdoor sports?

MR: This is a big topic at Deuter, as well as in the textile industry. There is no way around taking up the topic. The entire spectrum of the value chain must be addressed here. Be it integrative networking with the producer or digital POS systems. In the retail sector, you can see quite well how much is being turned towards digital consumption. Anyone who wants to play a leading role in the market in the future must devote themselves to this topic.

 

“Mountaineering is the soul of Deuter.” How will urbanization affect the market?

MR: Urbanization has a large share of our products. Nevertheless, we focus on mountain sports and all its categories. From these developments, many ideas emerge which also simplify carrying things in the city. Of course, form and especially color adapt to the urban lifestyle. Regarding curiosity, there is an increasing desire for the “outdoor” within the “urban population”.

Is “athleisure” a topic for Deuter in the context of Urbanization?

MR: Athleisure” is more of a new phenomenon. In some cases, pure performance products are still worn in the city today. But the younger target group shows a clear mixture of fashion and performance products. We are currently trying to incorporate this into our “daypacks”.

 

Will athleisure transform fashion companies into competitors for Deuter?

MR: For us, as a brand, it is important to remain authentic. We will always have the focus for new development of technical backpacks. But it is also clear that the entire lifestyle of the outdoor market would not be so big if products had not made it into the city. The mix of technical and fashionable products still challenges us to stay true to our line and to offer the best comfort.

 

How do you create the balance between functionality and design?

MR: We are very familiar with the specific requirements of the mountaineer. In fashion there are many possibilities as well as uncertainties about how to meet the customer’s taste. At Deuter there is no product without a briefing. We always develop our backpacks for a clear target group or persona. We prefer to avoid trends or wait for the correct one, and remain authentic to our core target group.

 

How is Deuter incorporating trends into its process? And how do they influence Deuter?

MR: The word trend is a much-used term. In the case of short-term trends, color trends play a role, which we obtain from multi-layered sources. Megatrends such as sustainability, mobility, connectivity and health influence us all and play a very important role at Deuter. Over the last two years, for example, we have developed a new travel collection
“AVIANT” for the topic of mobility.

Sports trend reports trend reports trend research sports insights 2020 innovation opportunities

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single report

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  • ONE report from the shop
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connected sport 2020 trend report sports trends fitness trends

The right solution for everyone

single report, monthly subscription and yearly subscription

monthly subscription

All Future Reports

  • ALL upcoming reports
  • Digital download (PDF)
  • Invitation to online presentations with more insights
  • Save 25% compared to the single report
  • Cancellation possible at any time**
connected sport 2020 trend report sports trends fitness trends

yearly subscription

All Reports & More

  • ALL ACCESS
  • Digital download (PDF)
  • Personal expert phone call (1 hour)
  • Customized on-site trend workshop
  • Invitation to online presentations with more insights
  • 10% discount on consulting projects
  • 12-month term, cancellation possible at any time**
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* all prices incl. VAT

** subscription conditions

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