ISPO 2024: How AI and VR Are Transforming Sports

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At ISPO Munich in early December 2024, digital solutions are set to take center stage alongside numerous sports products. AI and VR, in particular, are increasingly conquering the world of sports.

First held in 1970, ISPO Munich has grown into one of the world’s largest annual multi-segment trade fairs for sports equipment and apparel. From December 3 to 5, the Messe München will once again bring together industry heavyweights.

According to the trade fair company, professionals and amateur athletes alike will have the opportunity to complete their training sessions in virtual worlds. “This not only takes their performance to the next level but also fosters creativity,” the press release states, continuing, “AI and VR are set to revolutionize the sports industry and retail.”

3D Design Tools from CLO and Others

Technologies such as CLO’s 3D design tools and Locally’s real-time solutions are designed to help bridge the gap between digital and brick-and-mortar retail.

The ISPO cites Daniel Memmert, managing director and professor at the Institute for Training Science and Sports Informatics at the German Sport University Cologne, as saying that artificial intelligence fosters creativity in team sports. According to him, the use of data-driven analysis and AI is advancing rapidly in professional sports, particularly in football.

New data types and metrics are helping to analyze pressing behavior and spatial control in the world’s most popular sport. Clubs in the second Bundesliga are already utilizing this technology, and AI-supported analysis is becoming more accessible for amateur sports, according to the sports informatics expert. He is optimistic that these technologies will soon be available to clubs beyond the top leagues, much like smartphone cameras.

VR headsets like those from IMPROVR

Alexander Will, CEO and founder of IMPROVR GmbH, believes that virtual training, as supported by his company’s VR headsets, will soon become indispensable. “We even go so far as to claim that any athlete not using this training will be at a competitive disadvantage.” The VR headsets from the Munich-based startup aim to optimize athletes’ performance with MR-based (Mixed Reality) games that can be used anywhere. Will refers to this as virtual Brain-Based Performance, or BBP training for short, and says it addresses areas that conventional training methods do not cover.

From the outset, his company has focused on professional sports and, in consultation with neuro-athletic trainers, has developed high-quality BBP products. The focus in professional sports is on tennis and football. However, IMPROVR has also supported top athletes in other sports, according to the CEO. As an example, he cites the skeleton racer Janine Flock, who had to return to rehab quickly after a disc operation. How 3D software like CLO’s can help in product development is demonstrated by the Swiss sports equipment manufacturer Scott Sports. “Product managers, designers, developers, model makers, and suppliers can collaborate more effectively, in more detail, more concretely, and more purposefully,” quotes ISPO author Uschi Horner. CLO from CLO Virtual Fashion is positioned as the leading 3D fashion design software for seamless digital workflows in product development, from small to large design studios.

In addition to 3D design software, CLO Virtual Fashion has also developed a solution for B2C commerce try-ons and a platform called CEO-Set for digital asset management and collaboration. “Working with 3D assets has made it very easy for our designers and PLM staff to visually communicate ideas with buyers who are not as creatively inclined, helping us make quicker decisions about projects,” describes Etane Ebako from Intersport the advantages of the software.

„„This not only elevates their performance to the next level but also fosters creativity,” says the press release, continuing: „A revolution is coming for the sports industry and retail with AI and VR.“”

Locally connects online and offline shopping

“We are building a world where real and virtual clothing are seamlessly connected through our software, platforms, and connected solutions,” says Andrea Gualtieri Turri, Business Development Manager at CLO. Many well-known brands such as Adidas, Intersport, and JD Sports are already using the technology.

Locally, on the other hand, aims to connect online and offline shopping experiences and counts brands such as Assos, Arc‘teryx, Thule, and Salomon among its customers, according to CEO and founder Mike Massey. Through real-time inventory management, brands are able to help end consumers find products in nearby stores. Arc’teryx, a provider of “uncompromising outdoor clothing,” uses Locally, for example, to reach both urban customers and those planning outdoor adventures.

Joor, as the world’s leading ecosystem in the wholesale segment, offers retailers a platform with comprehensive reporting tools to promote brand presence and interaction with consumers. “Our platform makes it easy to manage product catalogs, create linesheets in seconds, and share them with buyers,” says SVP and Marketing Director Amanda McCormick Bacal.

Conclusion: With the increasing popularity and intelligence of smartwatches, digitization has long since reached mass sports, although initially, it was mainly professional sports that benefited from AI and VR. The less financially well-padded regional club and amateur sports will surely follow soon, pushing both small and large athletes to new limits.

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