From Paris to Portland, Première Vision launches new Sport event this August

With the continued popularity and growing influence of the global sportswear and sports footwear market, the organisers of the international Première Vision events for professionals in the fashion, textile, creative and related industries - is launching a new event: Première Vision Sport, not in Paris but in Portland, in the state  of Oregon in the US.

PREMIÈRE VISION SPORT will take place August 14th and 15th 2019, to be held simultaneously and in partnership with The Materials Show, a leading sports footwear material and component sourcing show organised by American Events.

Portland is long established as the "Sportswear Silicon Valley".  Rightfully so as it is where major international American sports brands, the likes of Nike, Under Armour, Columbia Sportswear, Adidas North America, Avia and others are headquartered.  Portland is also located less than two hours by plane from San Francisco - headquarters of Patagonia, The North Face; and a little over an hour from the Canadian city of Vancouver - birthplace of such well-known brands as Lululemon, Arcteryx, Canada Goose and others.

The SPORT & TECH section at Première Vision Paris, September 2018.
Photo © Lucia Carpio.

PREMIÈRE VISION SPORT is a strategic development for the Parisian trade fair organisers which  launched the SPORT & TECH sector at its Première Vision Paris show last September offering a selection of high-performance and technical materials to help and support those brands and designers in search of innovations for the development of high-performance fashion products.

Finished garments on display at the SPORT & TECH section at Première Vision Paris, September 2018.Photo © Lucia Carpio.

The new PREMIÈRE VISION SPORT will bring its exclusive fashion expertise - seminars, colour range - and will introduce a specialized offer for performance and active sports clothing:  including fabrics, components and designs presented by a selection of exhibitors from Première Vision’s Parisian and international trade shows.

The MATERIALS SHOW was created more than 25 years ago by American Events Inc.  The biannual fair specializes in footwear for high-performance sports with a selection of dedicated materials - components, fabrics, leathers - offered by more than 300 exhibitors.

Each year, American Events organizes 4 editions of THE MATERIALS SHOW dedicated
to the footwear and sportswear markets, where representatives from international sports brands - makers and producers walk the show floor to discover what’s leading the market in technology and style.  Two editions (August & March) of the NE Materials Show take place in Wilmington,
Massachusetts, on the East Coast, presenting 200 exhibitors and welcoming some 800 visitors, while two editions (August & February) of the NW Materials Show take place in Portland, Oregon,
on the West Coast, which gathers together 300 exhibitors and 1,500 attendees.

According to figures from Euromonitor International, the global sportswear market has seen continued growth between 2011 and 2016 reaching US$ 280 billion in 2016. American brands dominate the worldwide sportswear market, with the United States representing 37% of global sales, or US$ 103 billion in 2016: US$70 billion of which for sportswear (+4.4%) and US$ 32 billion for shoes (+8.8%).

Pascal Monfort, fashion expert and founder of REC Trends Marketing, a specialist in sports, youth and street culture, said we’re seeing a growing alliance today not only between fashion and sport but also between luxury and sport, leading to the term “athluxury” - a blend of ‘athletic’ and ‘luxury’.

Pascal Monfort 
Photo © Lucia Carpio

Presenting a series of conferences on Sport &Tech at the Autumn 2018 edition of Premiere Vision Paris held last September, Pascal Monfort said: “The inclusion of sport in fashion is no longer simply a trend, it’s a necessity for many fashion brands, whether they come from the fast fashion or luxury worlds.”

In his view, 2020 will be the pinnacle of this success, the ultimate incarnation of the love affair between sport and fashion.

Monfort (pictured above at Première Vision Paris last September) said: “What’s happening today is fantastic. Creativity isn’t dead, far from it. Together, fashion and sports can go a long way and we love that!”

He added that the power of collaborations is incredible "We’re seeing the most unexpected and most surprising ones: Marine Green x Oakley, Vêtement x Oakley… Nike x Off-White for the team Nigeria fielded for the 2018 World Cup (3 million jerseys pre-ordered) … Koché x PSG: even football can become fashionable and cool!"

The fact is that fashion designers love sportswear, said Montfort.  The power of streetwear and sportswear designers is overturning norms. The most recent example is undeniably the appointment of Virgile Abloh (Off-White), a multifaceted American designer, as head of the House of Vuitton, an event which created quite a surprise in the fashion world.

Nevertheless, a series of collaborations with the biggest luxury brands and the creation of the “luxury” Nike City Ready line now places Nike on the pages of the leading fashion magazines such as Vogue.