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New concept for Sport & Street

05
May '10
Sport & Street is one of the cornerstones of BREAD & BUTTER since day one: A place where major brands, independent labels, artists, bloggers and the best international streetwear retailers come together.

The core of the Sport & Street area is the main hall in Hangar 1 of the historic airport Berlin-Tempelhof, where B&B will take place from July 7 – 9, 2010. The Sport & Street area brand portfolio has been redefined once again in order to present the international retailers with this segment's most important key players. Lacoste will present its clothing and footwear collections; major players such as Onitsuka Tiger, Nike Sportswear, Penfield, WeSC, and New Balance will be present alongside brands such as C1RCA, Airwalk, Rocksmith, DURKL,STAPLE, and Akomplice.

Two brand new platforms in line with the overall philosophy of the Sport & Street area complete the new concept: the B&B Boarding House and the B&B Playground.

The initiator and head behind the newly designed platforms is Joey Elgersma, 30 years old, from Amsterdam/ Holland.

He joined the B&B sales team as the Sport & Street product manager on March 1st, 2010. Together with Michal Tesler he takes care of the area.

B&B Boarding House (BBBH)
The B&B Boarding House is the logical continuation of the B&B 1st floor, which was introduced at the last B&B. Due to its great success, the platform will be extended – as the B&B Boarding House, it becomes larger in terms of space, yet more intimate in terms of content: a platform lodging carefully selected, smaller and individualistic labels and young designers with a distinctive affinity for art and a firm relation to the Sport & Street culture.

Joey Elgersma, product manager Sport & Street: “For me, the BBBH is a place where we motivate brands and artists but also exhibitors and visitors. We want our selected partners to present their products in a unique, creative and special way without any boundaries. Because they are the reason why we are different.”

B&B Playground (BBPG)
The successful concept of the B&B Fleamarket from the last seasons was extended conceptually, the B&B Playground is the next step: in front of the Sport & Street hangar, brands will build up special presentations according to their philosophy and background.An interactive area which welcomes everyone to socialise and have fun. Brands such as Puma, Le Coq Sportif and 55DSL will participate with special presentations at the B&B Playground, a sunny area with a pool, a basketball court, a rough skateboarding course on the airfield, a big BBQ, DJs and live music.

Joey Elgersma: “Good food, good music and good friends on beautiful summer days, see people skate, play some basketball and do good business – happy days.” The traditional B&B fleamarket will be integrated in the B&B Playground, and visitors can buy limited items or rarities from previous collections at the booths of international retail stores such as Firmament, Wood Wood, Overkill and Solebox.


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