Italian showcase includes a new format of football, portable pole dancing podium, postural benches nutraceuticals formulations, training concepts and equipment, sportswear, and custom-made furniture

Dubai, UAE - 30, October 2021: ITA- the Italian Trade Agency together with Assosport (https://www.assosport.it/ ) and in cooperation with the Embassy of Italy in the UAE and the Consulate General of Italy in Dubai, bring a selection of 12 Italian companies to Dubai Active Show (28-30 October 2021) contributing to the Middle East’s biggest celebration of wellness, one of the world’s biggest and fast-growing industries. 

Taking place at the Equipment, Technology & Education section in Hall 1 of the Dubai World Trade Centre, the official Italian Pavilion will showcase latest trends and innovations Made in Italy.

COVID-19 pandemic caused a sudden halt to the booming, multi-million fitness market whose global value  is now estimated in more than $1.5 trillion: a +10%  YoY  growth. 

H. E. Nicola Lener, Ambassador of Italy to the UAE, said: “In these last decades the concepts of wellness and health have gained increasing importance and we are aware that the quality of our life depends on a comprehensive and correct balance between physical training, a proper diet, such as the Mediterranean one, and a wise management of daily commitments.
Fitness activities are a relevant part of this holistic approach, thanks to their positive contribution on physical condition and psychological state of mind, and are becoming more and more popular to the point of inspiring specific productions of tailor-made equipment, technical fabrics, food and dietary supplements for athletes and sportsmen. 

Today, Italian companies are leaders in all these areas and their offerings cover the entire sports cluster: from the most high-tech sports devices and equipment to gym furniture, from technical clothing to dietary supplements. At the Dubai Active Show, Italy presents its cutting-edge excellence in the fitness sectors and confirms its role as a world leader.”

Amedeo Scarpa, Italian Trade Commissioner to the UAE, said: “Italy ranks 2nd among the main exporting countries of sport products in Europe and it is the 5th largest supplier of sporting goods to the UAE, with an average yearly exported value of 33 mln Euro (pre-pandemic). In the first semester of 2021 we completely recovered to pre-pandemic (2019) value, thanks to a growth of + 53% compared to the same period of 2020. Professional equipment, wellness technologies and health supplements lead the Italian export train, and in such a very demanding UAE market our products are more and more associated with the new concept of ‘athleisure wearing', where sportswear is naturally associated with both functionality and style needs”. 

Sport, which is considered the new cult of beauty and physical fitness, translates to a significant impact on the growing sportswear business with the most optimistic forecasts in the Middle East, according to a report by ASSOSPORT, the National Confindustria Association of manufacturers of sports items. Participation in all types of outdoor activities including hiking and trekking, paddle sports and cycling, has increased to 222%, while individual outdoor activities and exercise at home are expected to grow this year.

Made in Italy that will be showcased during the three-day exhibition include: a new format of football proven useful to improve qualities required in soccer such as balance, reaction time, accuracy and ball control; a brand new pole dancing freestanding portable podium; postural benches for those who suffer from backache and help body flexibility, remodeling and slimming; nutraceuticals formulations; wellness food supplements including those using vegan-approved ingredients; new training concepts and equipment; cutting-edge sports solutions and accessories; aquatic tools; customised sportswear; and custom-made furniture for fitness and wellness projects.

Innovation Talk on Italian Wellness @ Expo2020 - Italy’s Pavilion
Friday, October 20th, 3 pm

Italy’s Pavilion at Expo2020 will host the 3rd of its newly-launched Innovation Talk series, realized by the Italian Trade Agency, the Embassy of Italy and the Italy Pavilion at Expo2020.

The contingent situation imposes an in-depth re-consideration on life habits of the global population. In this perspective, we intend to promote a debate on “what wellness truly is”: well-being embodied as cultural norms in the way we eat, the way we take care of our body (sports and medicine), the way we travel (tourism) and finally the way we live.