ABSTRACT
Just like any buzzing market that is in high demand and has a high potential for growth, sporting goods rely on proven drivers which always grounded the development of companies whatever their sector of activity: Brands, innovation and internationalization. Brand and product development happens mostly in a creative and effervescent ambiance that makes this sector and its related trades particularly interesting. This chapter explains some qualitative expectations and hopes for the future of this market, some considerations that are not necessarily of a business nature but more based on a vision for a better world, even if that may sound naive. Practising sports in order to feel good about oneself becomes a lifestyle, and fitness, health and energy are the new concepts that the media is bringing to the fore, particularly those who target women. The huge boom in running, yoga and outdoor sports clearly reflects the willingness of practitioners to do themselves good, both mentally and physically, through sports.
