With three weeks until EuroShop 2026 opens (Feb. 22–26), sporting goods professionals face a familiar question: is it worth attending the trade show in Düsseldorf, or can the key insights be monitored remotely?
This year’s fair – which takes place only every three years – brings together 1,900 international exhibitors, positioning itself as a testing ground for retail strategies that address the industry’s shift from product-focused stores to experience-driven spaces.
EuroShop 2026: Key themes for sporting goods
Several areas of the program directly address challenges facing sporting goods retail:
Inventory & supply chain intelligence
RFID technology demonstrations focus on achieving complete item visibility – particularly relevant for high-value footwear and apparel categories where stock accuracy directly impacts sales.
To see this in action, prioritize visits to the leaders in item-level footwear tracking: Sensormatic (Hall 6 / C01) for real-time cloud data, and Checkpoint Systems (Hall 6 / E23), who recently partnered with JD Sports on similar initiatives.
Immersive fitness environments
Exhibitors will present case studies on creating gym and studio spaces that function as “performance stages,” using design and sound to drive member engagement.
The primary session covering this is titled “Scaling Immersive Fitness Environments Through Industrial Solutions” (Hall 9 Booth D58) – and it tells the story of ON AIR Fitness, one of France’s fastest-growing gym chains with over 90 clubs. Their approach is simple but striking: every workout floor is designed like a performance stage, blending sport, music, and design into an experience that feels more like stepping into a nightclub than a traditional gym. The innovation lies in their use of industrial wall-cladding solutions by Panespol, which allow them to create raw, urban aesthetics – think concrete, oxidized metal, and neon – while maintaining consistency and scalability across 100 locations.
Unified commerce
“Unified Commerce in Action: Shaping the Shopping Experience of Tomorrow” is a major highlight of EuroShop. The PUMA x Stichd collaboration will be presented as a case study in managing demand surges, while Halls 6 and 7 will feature biometric payment systems moving into mainstream retail.
The session takes place on Feb. 23, 2026 at 2 pm at the Red Stage in Hall 6, Booth I61. Luuk Roestenberg, Head of Digital Solutions at Stichd (a PUMA subsidiary), and Nicolas Tovar, VP Account Management at Adyen, will present their unified commerce strategy, featuring real-world examples from Manchester City stadium and global motorsports events.
Understanding the EuroShop structure
The seven experience dimensions
The Dimensions are the seven main product and service categories that group exhibitors by topic, making it easy for visitors to find exactly what they are looking for.
DimensionWhat You’ll Find HereKey Hall(s)
Shopfitting, Store Design & Materials
Everything for creating the physical store, from shelf systems and flooring to modular concepts from top architecture firms.
9, 12
Lighting
Smart lighting management and advanced LED technologies used to shape atmosphere and guide the customer journey.
9
Retail Technology (EuroCIS)
Digital transformation solutions, from AI-powered analytics and biometric payment systems to intelligent supply chain solutions.
6, 7
Retail Marketing
Customer-centric strategies, digital interaction, and immersive multisensory experiences at the point of sale.
4
Expo & Event Marketing
Brand staging and live communication, including stand construction, event technology, and hybrid event formats.
1
Food Service Equipment
Solutions for integrating gastronomy into retail, including convenience systems and robotics for food preparation.
13
Refrigeration & Energy Management
Sustainable and efficient technology for retail operations, including intelligent cooling systems and AI-powered building automation.
Key Presentation Stages
EuroShop organizes content across seven themed stages. Three in particular warrant attention for sporting goods stakeholders:
Red Stage (Hall 6 / I61): Success stories and real-world examples of digital technology in retail, including new omnichannel strategies and AI-supported customer analysis.
Amber Stage (Hall 9 / D58): Innovative concepts in shopfitting, modular store design, and architecture, with a focus on circular design and turning stores into emotional experience spaces.
Blue Stage (Hall 6 / I03): Current trends in retail IT, including cybersecurity, cloud POS, AI-based data analysis, and solutions for challenges like loss prevention and on-shelf availability.
Special Zones for Inspiration
Beyond the exhibitor stands and presentation stages, EuroShop features several “Special Areas” designed for exchange, inspiration, and deeper dives into specific topics. Two stand out:
VM Experience (Hall 10): A new, interactive hub designed to be a playground for visual merchandising, featuring a mannequin café and a runway for creative presentations.
Start-up Hub (Hall 7): Early-stage companies presenting solutions in AI analytics and payment innovation – relevant for retailers tracking emerging technologies before they reach mainstream adoption.
Expert-Led Tours
For a fast and focused overview of key innovations, you may join one of the guided tours curated by industry experts. Tickets can be purchased from the official EuroShop ticket shop. The main tours available in English include:
Innovation Tour RetailTech: Focuses on AI-based systems, automation, and smart store solutions that digitally strengthen brick-and-mortar retail.
Guided Tour Energy Management & Optimization: Provides practical insights into how retail companies can enhance efficiency through intelligent energy and resource management systems.
Sustainable Materials & Store Design Tour: Highlights environmentally aware, resource-saving store concepts, including innovative materials for floors, walls, and furnishing elements.
Düsseldorf Store Tour: A unique tour that takes you beyond the trade fair and into the city to see innovative retail concepts in a real urban setting.
Practical Information
Dates: Feb. 22–26, 2026.
Daily Hours: 10 am–6 pm.
Pricing: Day tickets €80; Season tickets (5 days) €180.
Website in English: euroshop-tradefair.com
Thumbnail image credits: Constanze Tillmann, Mintarder Weg 34, 404702 Duesseldorf, Germany boot 2023, released for editorial usage
