Racing toward sustainability – the ISPO Munich 2020
In January 2020, sustainability took centre stage at ISPO Munich, with its own dedicated award. We were there and look back at what became of the trade fair and its promises.
In January 2020 we stood on the floor of ISPO Munich, then the world’s largest sports-business trade show, watching sustainability receive its first dedicated award. What has become of it? In short: some of the winning ideas are now mainstream, the industry’s grand sustainability promises face intense scrutiny over greenwashing, and after more than 50 years ISPO is leaving Munich in 2026. Here’s the scorecard.
- The ISPO Munich 2020 (26-29 January) was the largest in its history with around 2,850 exhibitors and the last before the pandemic.
- Sustainability gained its own award category. Honoured entries included a Merino-wool back protector (Alpina Prolan Vest) and a “post-petroleum” running shoe (Veja Condor).
- 2021 saw the show go digital only; attendance then declined.
- 2025 was ISPO’s final year in Munich. From 2026 it relocates under new ownership to Amsterdam.
- Sustainability has become mainstream, yet since 2024 the EU has been cracking down on vague eco-claims.
What we wrote at the time: A highlight of ISPO Munich 2020 was the hotly contested ISPO Award. Alongside categories such as Snowsports, Outdoor and Running, products were also recognised in Sustainability. What became clear: more and more manufacturers were prioritising ecologically and socially responsible production. Behind many winning products lay decades of development in sustainable technology, logistics and manufacturing. For a second look at the same show, where function met fashion, see our piece ISPO 2020: Function Meets Fashion.
Which sustainable products impressed in 2020
Two winners still stand out today for their ambitious goals. The Alpina Prolan Vest, a back protector integrated into a vest made entirely of European merino wool, was named Product of the Year in the Snowsports category. And the Veja Condor, marketed by the brand as its first “post-petroleum” running shoe, took the top spot in Running: around 53 percent of its materials were renewable or recycled after four years of development. How much material innovation makes the difference is also highlighted in our feature Technology over Chemistry.
A running shoe made of more than half renewable and recycled materials: in 2020 that was worthy of an award; today it’s almost an obligation.
What became of ISPO Munich
The 2020 edition was both a high point and a farewell. It was the last physical ISPO before Covid-19. In 2021 the show went digital only; in 2022 it returned, but shifted from its traditional January slot to November. Footfall declined: where 2,850 exhibitors attended in 2020, fewer than 2,000 were present in 2024. The final Munich edition took place in 2025. From 2026, after more than 50 years in the city, the event relocates-under the leadership of UK-based Raccoon Media Group-to Amsterdam. The ISPO we experienced in 2020 is now history.
Is sustainability in sport more than a promise?
In 2020 sustainability was the big promise; today it’s the standard, and that’s exactly what makes it vulnerable. In 2024 the EU outlawed vague claims such as “environmentally friendly” without proof via the Directive on empowering consumers (2024/825). Studies show that most eco-claims on the market are either unsubstantiated or misleading, and brands are increasingly suspected of greenwashing. If you’re serious, focus on materials and durability instead of marketing buzzwords. How that looks in practice is demonstrated by our sister publication InspiredBySports using the example of long-lasting care for your cycling apparel.
Quick Answers
▸What was ISPO Munich 2020?
The world’s largest sports-business trade fair, held from 26 to 29 January 2020 in Munich, organised by Messe München. With roughly 2,850 exhibitors it was the largest edition in its history-and the last physical show before the pandemic.
▸Which sustainable products won ISPO Awards in 2020?
Among them the Alpina Prolan Vest, a back protector made from merino wool, and the Veja Condor, a running shoe with about 53 percent renewable or recycled materials.
▸Is ISPO Munich still around?
Not in Munich. 2025 was its final edition there. From 2026 the show moves-under new ownership-to Amsterdam, with a new calendar and a more international focus.
▸Is sustainability in sport just marketing?
Sometimes. The topic is mainstream, yet many eco-claims lack evidence. Since 2024 EU Directive 2024/825 cracks down on vague assertions. Real sustainability is proven through materials and longevity, not advertising slogans.
