ISPO unveils ISPO Sports Week, expanding to Dubai, China and the US

ISPO is reshaping its trade fair model into a series of week-long events that mix business meetings with consumer and community activity. Under the new ISPO Sports Week banner, Amsterdam will remain as the main hub, with additional editions rolling out in Dubai, China and, from 2028, the US.

The move reflects a shift in where demand for sports products is formed. Rather than relying solely on buyers and exhibitors, ISPO wants to draw in the athletes, creators, clubs and amateur communities that now sway what consumers purchase. Brands that currently spread budgets across separate trade shows, launches and public activations will be able to combine them in one city over one week.

Each programme centres on a core industry event, with trade sessions, public-facing brand experiences and independently organised side events around it. Exhibitors and visitors pick the elements that suit them.

Two new formats, PadelXpo and OutdoorXpo, have been created for the calendar. In Amsterdam, they will join the ISPO Leaders Summit and the International Running Expo (IRX) alongside the main trade event in 2027.

Dubai follows in September 2027. Its weekdays will focus on business, with ISPO Source linking manufacturers and material suppliers to brands, and ISPO Discover helping young labels find retail and distribution partners. The weekend opens to the public through The Run Show, PadelXpo and OutdoorXpo, where brands can sell directly.

ISPO’s existing shows in Shanghai and Beijing will each become an ISPO Sports Week Asia edition, with sporting and community events to be added over time. In the US, where the organiser already runs five events, details of a 2028 edition are due next year.

“Brands already invest in trade shows, product launches, sporting events and consumer activations, often separately. We see a huge opportunity to bring these activities closer together, making it easier for businesses to achieve their objectives while creating a much bigger moment for the industry,” said Mike Seaman, group CEO of ISPO owner Raccoon Media Group.

“We’re making a significant investment in developing new events and experiences to support that ambition. Amsterdam will remain our flagship, with new regional editions in Dubai and plans for an event in the USA, alongside our established events in China.”

This article was written with the assistance of AI.