THE INNOVATIVE EDGE

STAMP OF APPROVAL

Malaka Perera and Limali Panduwawala highlight the importance and benefits of obtaining international endorsements for innovations

In its ‘Global Sports Apparel Market, 2023-2030’ report, Fortune Business Insights projects that the global sports apparel market will grow from US$ 203.26 billion in 2023 to 271.77 billion dollars by 2030. This growth is set to be powered by many factors, of which innovation and new product launches take a considerable share.

“New products need to be recognised and a good win is a stamp of approval in the sports industry – it validates that a product can stand out on a global scale in terms of the thinking, approach, design, technology, aesthetics and performance,” avers Malaka Perera, Technology Entrepreneur at Twinery – Innovations by MAS.

Of all the awarding bodies that recognise top innovations in the sports realm, ISPO stands out as a leading international trade fair for sporting goods and sports fashion. A prestigious organisation hosting one of the largest trade shows for sports and outdoor products, ISPO is renowned for bringing together industry professionals, brands and experts from around the world.

ISPO is a sought-after awarding body that validates the originality, performance and overall value creation of sports innovations.

“To win an ISPO award, the product or innovation must be groundbreaking and exemplary in areas such as functionality, performance, sustainability, digital enablement and connectivity, and should promote a healthy lifestyle and have market potential,” says Limali Panduwawala, Commercialisation Lead at Twinery – Innovations by MAS.

She speaks of the expert panel of judges who evaluate new products through a rigorous process that involves scrupulous evaluation, comparison and assessment: “The ISPO Award jury comprises renowned experts, industry professionals, designers, athletes, journalists and other influential individuals within the sports and outdoor industry. The jury members are carefully selected based on their expertise, knowledge and experience in specific product categories.”

For companies whose products are recognised at ISPO, there is much more on the cards in addition to an international reputation. “We also get to leverage the ISPO platform for greater visibility, exposure and better brand reputation,” mentions Limali, adding: “ISPO creates greater commercialisation opportunities for our products and helps us differentiate ourselves from the competition.”

Malaka elaborates: “At the end of the day, new products need to compete on a global scale. So being recognised on a platform such as ISPO gives companies the confidence of knowing that they have delivered innovative products that are the best amongst the best. This also means better opportunities for growth and partnerships.”

He advises innovation driven companies to be exposed to platforms such as ISPO in order to get new products approved and recognised.

Malaka notes: “The starting point is having an innovation that makes an impact. I think understanding the value that your product delivers to the consumer and how it resonates with your consumer is key. Secondly, it is important to show how you differentiate yourselves from the competition. Thirdly, it’s important to communicate effectively. You must have a good story to tell and get your messaging right.”

“Storytelling is extremely important,” highlights Limali, adding that the story should be translated into reality, and the product should walk the talk and ensure that it can relate to the experience that was communicated when it’s tested and trialled in the evaluation process.

– Compiled by Ruwandi Perera

GLOBAL VALIDATION INNOVATION. APPROVED.

Innovation is the lifeblood of Twinery – Innovations by MAS and the company recently had a fantastic win when the Men’s Boxer, developed on its breakthrough onEKnit technology platform, was selected by ISPO from among diverse products – including sports equipment, apparel, footwear, accessories and technological advancements – to be recognised as the best.

“The ISPO Award recognises exceptional products and innovations that demonstrate outstanding design, functionality, performance, sustainability and market potential,” Limali says.

These criteria were met above and beyond by the product developed on onEKnit, which is a technology platform that allows for the complete customisation of any knit garment – from yarn to design and colour through to completion – ensuring that any garment is ready in minutes with zero waste and no inventory costs.

The product in focus – the Men’s Boxer – was built “upon a strong foundation of customer insights,” Malaka says.

Limali explains: “We started with understanding the needs of over 600 consumers and converting them into a solution through our onEKnit technology platform. Then we aligned the design and worked on the technology to complement it. Our product had several interesting angles – it was customisable, addressed consumer needs through tech unlocks and an end-to-end solution.”

Recognised internationally, Twinery is currently on the lookout for the right brand to take its unique product to market, focussing on those that promote an active lifestyle, and give prominence to functionality, aesthetics and comfort.

“Understanding the value that your product delivers to the consumer and how it resonates with your consumer is key”

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