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Softshell: the Second Skin of Athletes


A Revolution Born from the Cold

Imagine being in the mountains in the 1980s: icy winds, sudden rain, and all you have is a stiff, noisy jacket—waterproof, yes, but heavy and barely breathable.It was out of this need that softshell was born in the 1990s: an innovative fabric, soft, stretchy, and quiet. No longer armor that restricts movement, but a true second skin—able to protect without trapping.



The credit goes to a group of textile pioneers (including Schoeller® in Switzerland), who realized before anyone else that the modern athlete didn’t just want to withstand the elements, but experience them with freedom.



The Secret of Softshell

Softshell is built like a small “ecosystem” of layers:

  • Outside: a tough fabric that lets water and dirt slide off,

  • Middle: an invisible membrane that blocks the wind,

  • Inside: a warm, cozy microfleece.

Three layers in one, so you can move light without giving up protection.


How to Recognize a Quality Softshell

Not all softshells are created equal—here are the clues to spot the right one:

1. Resistance to the elements

  • Waterproof rating above 5,000 mm (excellent from 8,000 mm upward).

  • Breathability over 5,000 g/m²/24h → your body breathes even under strain.

2. Stretch and comfort

  • Must include elastane for real stretch (2- or 4-way).

  • Fabric hand should feel compact yet soft.

3. Attention to detail

  • DWR water-repellent treatment (better if PFC-free).

  • Uniform, soft microfleece lining.

  • Sturdy zippers and precise stitching.

  • Functional pockets and adjustable cuffs and hems.

4. The practical test

  • Drop a few drops of water: they should roll off.

  • Fold and pull the fabric: it should bounce back immediately.

  • Wear it and move: a good softshell makes no noise.


In a Nutshell

A quality softshell is an ally: you don’t feel it, but it’s always there protecting you.

It shields you from wind, defends against light rain, and leaves you free to do what you love.

It’s the fabric for those who don’t stop at anything—and if you’re looking for the perfect branded garment for your team, a softshell jacket is the ideal choice!




 
 
 

The Enduro 6DAYS, one of the most anticipated events in the world for two-wheel enthusiasts, has come to an end.Thousands of fans, teams from every continent, and an entire city—Bergamo—transformed for six days into the international capital of enduro. But the challenge wasn’t only on the tracks.

We, with the DAMB brand – part of Stegip 4Communication – also took the field: not in the saddle, but through the production and management of the official merchandising.


6Days store
6Days store

THE ADRENALINE OF THE STORE

From day one, the public’s response was overwhelming: the official store became a meeting and recognition point for fans and athletes. Polo shirts, t-shirts, technical jackets, accessories… not just products, but symbols to wear and feel part of a unique event.

The images speak for themselves: shelves emptying quickly, smiles from those who went home with an authentic memory, international teams choosing the “Azzurro Italia 2025” to mark their experience.



BEYOND SPORT: IDENTITY AND BELONGING

During these days, we experienced firsthand what we’ve always believed: merchandising is not just an accessory, but a vehicle of identity. Every polo, every jacket, every cap is a way to say “I was there”, a fragment of an unrepeatable event that endures over time.



THANK YOU BERGAMO, THANK YOU 6DAYS

We take home the satisfaction of having helped shape the image of the 6DAYS 2025. A job made of planning, production, logistics, and above all, passion.

The race is over, but the spirit continues online: fim6daysofficialstore.com

 
 
 

The world of promotional gadgets and merchandising moves fast.

International trade fairs are not just exhibitions: they are places where you can breathe innovation, discover new trends, and forge decisive partnerships.

Here is a carefully curated calendar — from the end of 2025 through 2026 — with all the key dates to mark in your agenda.


TRADE FAIRS 2025


PREMIUM SOURCING – PARIS (3–4 SEPTEMBER 2025)

Paris Expo – Porte de Versailles
Paris Expo – Porte de Versailles

REMIUM SOURCING – PARIS (3–4 SEPTEMBER 2025)

📍 Paris Expo – Porte de Versailles

🔑 A compact two-day event, but highly targeted: promotional gadgets, corporate gifts, and creative merchandising.

✈️ How to get there: easily accessible via the Paris metro (Line 12, Porte de Versailles stop).

💡 Fun fact: designed for buyers who want to optimize their time by concentrating contacts and new product launches into just a few days, during a strategic period for year-end season planning.



NRF RETAIL’S BIG SHOW EUROPE – PARIS (16–18 SEPTEMBER 2025)

📍 Paris Porte de Versailles, Pavilions 4 & 6

🔑 An event dedicated to retail and customer experience strategies. Not just gadgets, but also merchandising and digital signage.

💡 Fun fact: this is the European edition of the world’s largest retail event (the original is held in New York). Perfect for understanding how to integrate gadgets into customer journey strategies.



 Fira de Barcelona – Gran Via
 Fira de Barcelona – Gran Via

LABELEXPO EUROPE – BARCELONA (16–19 SEPTEMBER 2025)

📍 Fira de Barcelona – Gran Via

🔑 The world’s largest event on printing and packaging. A strategic fair for those looking to innovate in gadget customization.

✈️ How to get there: direct connection with metro line L9 Sud from El Prat Airport.

💡 Fun fact: Barcelona will host Labelexpo after 38 years in Brussels. The move was decided to expand the event, which has grown by 15% compared to the previous edition, and to include a broader range of printing technologies.



Hong Kong Convention & Exhibition Centre
Hong Kong Convention & Exhibition Centre

MEGA SHOW – HONG KONG (20–23 OCTOBER 2025)

📍 Hong Kong Convention & Exhibition Centre

🔑 One of Asia’s largest platforms: lifestyle products, promotional items, gifts, and stationery.

✈️ How to get there: the international airport is connected in under 30 minutes via the Airport Express.

💡 Fun fact: the event is divided into eight thematic shows, allowing buyers to focus on specific sectors (tech, lifestyle, home, gifting).



Shanghai New International Expo Centre
Shanghai New International Expo Centre

LLABELEXPO ASIA – SHANGHAI (2–5 DECEMBER 2025)

📍 Shanghai New International Expo Centre

🔑 The Asian edition dedicated to packaging and printing technologies.

✈️ How to get there: the exhibition center is about 45 minutes by taxi from Pudong Airport.

💡 Fun fact: China is now the world’s largest hub for packaging production. Many solutions tested here are later introduced to the European market.




TRADE FAIRS 2026


Messe Düsseldorf
Messe Düsseldorf

PSI – DÜSSELDORF (7–9 JANUARY 2026)

📍 Messe Düsseldorf

🔑 The leading European trade fair for professionals in our industry.

✈️ How to get there: Düsseldorf Airport is only 3 km from the exhibition center, with dedicated shuttle connections.

💡 Fun fact: The three-day fair was shifted from January 6 to January 7 to avoid a public holiday in several European countries and German states, following feedback from exhibitors and visitors.


More info: psi-messe.com



IFEMA Madrid
IFEMA Madrid

PROMOGIFT – MADRID (12–14 JANUARY 2026)

📍 IFEMA Madrid

🔑 Strong focus on customizable and eco-friendly gadgets.

✈️ How to get there: metro line 8 connects Barajas Airport directly to the exhibition center.

💡 Fun fact: The event takes place alongside C!Print Madrid on January 13–14, allowing visitors to also explore the latest printing and customization technologies.


Fiera Milano – Rho
Fiera Milano – Rho

PTE – PROMOTION TRADE EXHIBITION – MILAN (21–23 JANUARY 2026)

📍 Fiera Milano – Rho

🔑 The beating heart of promotion in Italy: promotional items, textiles, printing technologies, and food branding.

🚆 How to get there: direct access via metro line M1 (Rho-Fiera stop).

💡 Fun fact: every year, the area dedicated to food as a promotional item keeps expanding — a trend increasingly in demand among Italian companies.


EUROSHOP – DÜSSELDORF (22–26 FEBRUARY 2026)

📍 Messe Düsseldorf

🔑 The world’s largest trade fair dedicated to retail. Not just gadgets, but everything related to the in-store experience.

💡 Fun fact: held every three years, the 2026 edition will feature over 2,000 exhibitors from 50 countries.


HONG KONG GIFTS & PREMIUM FAIR (27–30 APRIL 2026)

📍 Hong Kong Convention & Exhibition Centre

🔑 The world’s largest fair dedicated to gifts and promotional items, with a wide range that also includes tech gifts.

✈️ How to get there: the HKCEC is located in the heart of the city, in Wan Chai, easily accessible via the MTR (Island line).

💡 Fun fact: the 2024 edition hosted over 4,000 exhibitors and 38,000 buyers.

👉 More info: hkgiftspremiumfair


CONCLUSION

For those working in promotional merchandising, these trade fairs represent an international agenda worth planning today.

Europe remains the beating heart of the industry, with PSI, PTE, and Promogift as must-attend events.

Asia offers unique opportunities for scouting innovations and sourcing competitive suppliers.

Events like EuroShop or Labelexpo help you look beyond the gadget, toward the broader ecosystem of retail and personalization.


Practical tip: choose 1–2 European fairs to consolidate your market and at least 1 Asian fair to broaden your vision. This way, you’ll combine innovation, networking, and global strategy.

 
 
 
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