Spring PR has just returned from ISPO 2018 in Munich – what’s known as the leading trade fair for the global sports industry.
What does it mean for us? Four days of running between 16 huge exhibition halls filled with 2,800 exhibitors – all revealing their latest outdoor pursuits gear and clothing for autumn/winter 2018. Hard work but great fun.
And from Spring – Stephanie, Jo and Abbie packed their bags and joined the flight over. Here’s why…
Stephanie, as an Agency why do you choose to go to ISPO?
“It’s great to network with the clients, journalists and customers. Walking through the halls you get a real feel for the trends – sustainability was a huge theme this year and many of the stands had an urban feel, that crossover from city to summit. Eider was a great example of this.”
What do your clients get out of it?
“Business! This is a big selling show for them. A chance for ingredient brands, like Polartec, to meet with consumer brands, and for consumer brands to meet with retailers. On top of that, it’s great to meet with the high quality media who visit the show and give them a heads up on what’s new and exciting from our clients”.
Were there any new products that really stood out for you?
“Polartec showcased their new Power Fill insulation, made from 80 per cent recycled plastic. This was a real highlight for me, particularly because you could see that many of the brands on display are beginning to focus on their impact on the environment and the great outdoors we all use their products in”.
So Jo, why does ISPO work so well for journalists?
“All the key brands are under one roof and journalists are given the opportunity to get a ‘first look’ at products that won’t be available until AW18/19. Including some mind blowing new technology such as the new Mammut PhaseKnit. Overall there was a great vibe with lots of energy and enthusiasm”.
What was a highlight for you?
“The Polygiene Media Run, with 100 per cent attendance. 26 people – a mix of brand representatives from Polygiene and 2XU, as well as journalists running through Munich at 07:00 experiencing the benefits of Polygiene treated 2XU running kit, great fun”.
Any particular successes you remember?
“The SMITH Lowdown Focus experience was a great success with journalists getting quite competitive over who was more focused. Brainwave activity is monitored and you are provided with feedback and guidance via an app on how you can improve focus”.
Abbie, what were the benefits for you personally in going?
“Meeting up with clients and journalists who I wouldn’t otherwise meet, as well as being able to see the new product in person. It’s so much easier pitching a product you’ve seen, touched and learned about to someone you’ve physically met.
Did you witness any stunts that really stuck in your mind?
“Nikwax’s Hydrophobic Down stunt was a really creative highlight for me. The NHD, used in Rab and Therm-a-Rest sleeping bags is 50 times more water repellent than normal down – meaning you can literally float on water in your sleeping bag and not get wet”.
What was your favourite moment?
“Cheese and Prosecco at midday on the AKU stand!”