Trade show news

First test for new style ispo

Nowadays, there are hardly any boundaries between sport and fashion brands, with the youth thinking fashion, rather than participation when they buy clothes from brands like Nike, Puma or adidas … but, fashion brands like Levi’s, Skechers or Converse are likewise occupying shelf space in sport stores. Apart from that, the equipment take a back seat to all the clothing and footwear on display in any modern sport store.

Keeping track with these changes, Messe Munchen, the organisers of the ispo sport shows, have decided to change the focus of the traditional ispo Summer show and launch ispo SPORT & STYLE, with the motto Lifestyle Meets Sports. This year will see an interaction between fashion, lifestyle, sports and music in Munich from July 8 to 10, 2007.

With David Beckham voted the coolest icon by the youngsters who participated in the Sunday Times Generation Next survey, it is obvious that these sport stars are no longer seen as athletes, but are also style icons.

On the other hand, traditional sportswear like polo or golf shirts and sneakers have long become accepted casualwear.

ispo SPORT & STYLE markets itself as the only trade fair that unites fashion suppliers and manufacturers of sports equipment. The core segments of the show will be ispovision, sportstyle, performance and trends & innovations as well as with the new lifestyle community MUC.

There will also be specific services for visitors — for instance, a service aimed at retailers that will give information about the new features at the trade fair and offer helpful tips to simplify their visit.

In addition to action areas on the trade fair grounds such as the Style Lounge, Games Area and Chill Out Zone, two evening events will round off the show — the big Reef ispo Party on July 8 and the GQ Style Night presented by Volvo.

Approximately 1,000 invited guests from the fashion, lifestyle, music and sports sectors as well as prominent people from film, TV and high society will watch the presenting of the Global Sportstyle Awards on July 9.

Apart from many regular visitors from previous years, many new participants have confirmed their stands — Canterbury will, for example be showing their off-field range. Among the other exhibitors well-known in the SA market are Quiksilver, Arena, Hummel, Reef, Asics, the North Face and many more. Many traditional sport brands, like Asics, will be exhbiting in different theme segments like performance, sportstyle, and ispovision.

Ispo tickets can be obtained from the SA German Chamber of Commerce at R125 for a day ticket, R185 per 2 days, R350 for a season ticket and R750 for an ispocard. Contact them on:

• Johannesburg: contact Nombuso Saterdag on Tel: 011 486 2775 or Email nsaterdag@germanchamber.co.za;
• Cape Town: contact Natali Varney on Tel: 021 422 3311 or Email capetown@sagc.co.za