Bread & butter’s Sport & Street area, located in the main hall in Hangar 1 of the historic Berlin-Tempelhof airport, has redefined its brand portfolio once again.

Major key players including Lacoste, Onitsuka Tiger, Nike Sportswear and New Balance will be present to show their collections to international retailers. But two new platforms, B&B Boarding House and B&B playground, which were initiated by Joey Elgersma who joined the B&B sales team as Sport & Street product manager on March 1, now form the new concept of Sport & Street.
The changes to the sportswear segment follow managing director Karl-Heinz Müller’s announcement following the last edition of the trade show in January.

B&B Boarding House is the logical continuation of the B&B 1st floor, but will be larger in space. The idea is to create a platform for smaller, independent labels and young designers with a distinctive affinity for art and a firm relation to sport and street culture. B&B Playground, meanwhile, is an extension of the B&B Fleamarket concept. In front of the Sport & Street hangar, an interactive area will give brands room to build up special presentations according to their philosophy and background.

“With B&B Boarding House and B&B Playground we clearly go one step ahead and involve all aspects that serve as a basis of inspiration for the Sport & Street community,” said Müller.

Bread & butter in the meantime has launched a new website offering previews of its new platforms for the Sport & Street area. The interactive site offers access through three white doors to the Boarding House, The Area and Playground. Behind each door users can find more information about the respective sections through videos.

Bread & butter’s Sport & Street section has been one of the cornerstones of the trade show since day one. The newly launched site also features a countdown to the next show taking place July 7-9, 2010.

Susannah Carey