HELLO #82
At the time of writing, Europe is finally seeing some much needed signs of summer. April and May, on the whole, were wet across the continent, spelling unseasonably green countryside and poor spring sales for boardsports retail. However, now the sun shines bright and rumours are rife of El Niño’s tail end heating both our oceans and air right the way through the summer. All is forgiven.
Our business is entirely dependent on Mother Nature and with the Wanderlust trend that’s sparked a heightened lust for travel in Millenials, spurred on by their need to document just how “at one” with nature they are, SOURCE explores a new trend category in our Camping & Outdoor trend report.
Adidas, a company steeped in sporting history also have a renewed focus for this summer. Headed up by skate industry heavyweight, Bjorn Wiersma and under the company’s Orginals umbrella, adidas have launched an EMEA action sports division. Bjorn takes to the hot seat for this issue’s Big Wig intervie
