One foot in front of the other

Former Adidas executive vice-president and director Michel Perraudin pinch-hit for Frank Dassler, the general counsel for Adidas and part of the famed German sporting goods clan. Perraudin was the World Federation for the Sporting Goods Industry president from 2004-2007. Now a private consultant, he serves on the board of the Lausanne, Switzerland-based WFSGI.

Here's what he had to tell the media at the Taipei International Sporting Goods Show April 29 about how the industry is evolving.

“There is a shift now from working conditions to environment, to green products. This is something that is going to stay with us. Puma announced a couple of weeks ago that they would get rid of the outdoor boxes and replace the boxes with bags that are totally recyclable.

“You now have the bio-cotton which is coming, natural fibres which are evolving. However it is interesting, if you make an ecological balance between natural fibres and synthetic fibre, the synthetic fibre has strangely enough a better ecological balance than the natural fibre.

"If you were to decide tomorrow to replace all the synthetic fibres through wool or cotton, it could not happen. Our world would not have enough surface to generate all this and feed the population.

“Recyclable material is used for outsoles, to do sporting surfaces, playgrounds, it is obviously something where innovations will continue to evolve.

“However, there is one truth which is inescapable, the consumer at the end of the day until now in the vast majority of the cases is not buying because it’s ecological, but is buying because of the price, because of the look or the perceived quality of the product. It’s only up to now a minority of consumers that are making a buying decision which is based on ecological considerations.

“What is driving the industry is style and innovation, innovation on the hardware side. When we talk about footwear, it’s more innovation in the fabrics than it is innovation in technology. The footwear industry has not seen many technological innovations in the last 20 years. Nike is still using air, Asics still using gel. No real revolution in the footwear side of things. Much more development on the fibre side, the fabrics of the apparel side.”