Identity & Stereotypes

Fashion invades sports and vice-versa. A multitude of fast changing trends and style preferences. The sports apparel market faces new challenges and needs to develop new structures and new creative concepts. What synergies can be set up when fashion meets function?  Well-informed consumers with a feeling for cool styling and differentiation ask for emotional and intellectual meaning of products. How to communicate successfully the values of the own brand? Who are the opinion leaders giving orientation in the endless jungle of garments? Are consumers already ahead of the brands in terms of new thinking?  Nora Kühner gets to the bottom of current developments and strategies in the changing sports market. Share with her the findings of these expeditions which prove to be the starting point for new ways of thinking. Discover the multi-faceted potential of a profound change.