WOWOW is returning to the International Running Expo for a second year, bringing its range of visibility products to RAI Amsterdam. We caught up with the team to find out why they’re back, what they’ll be showcasing and what they’re most looking forward to at IRX 2026.
1. It's fantastic to see WOWOW return to IRX for a second year in a row! What has made you return to the Expo?
It’s fantastic to be back at IRX for a second year in a row! We decided to return because the running market continues to grow strongly, and we believe safety should grow with it.
More and more people are running early in the morning or late at night, especially during the darker months. With our visibility products, we make sure runners are clearly seen and can train safely in all light conditions. For us, visibility is not a luxury — it’s essential.
2. How does exhibiting at IRX help your growth plans for 2026?
Exhibiting at IRX is an important part of our growth plans for 2026. It gives us the opportunity to connect with new retailers, multisport chains, and specialist running stores that truly need visibility products in their assortment. The demand for safe running gear is increasing, especially as more people train early in the morning or late at night.
This year is particularly exciting for us because we’re launching our new running vest. IRX is the ideal platform to introduce it, showcase its technical features, and gather direct feedback from industry professionals. Face-to-face meetings allow us to clearly explain the added value of our products — combining safety, comfort, and performance.
Beyond the product launch, IRX helps us strengthen our brand positioning, expand our international network, and build long-term partnerships that will support our growth in 2026 and beyond.
3. What can buyers expect to see on your stand at the show?
Buyers can expect to see a strong mix of our best-selling visibility products alongside some exciting novelties. We’ll be showcasing the items that already perform very well in stores, giving retailers confidence in proven sell-through, while also introducing new developments that respond to the growing demand for safe running gear.
Of course, our new running vest will be one of the highlights on the stand. Visitors will be able to see the quality, technical details, and comfort firsthand. Overall, our stand will clearly reflect what Wowow stands for: high-quality visibility products that combine safety, performance, and modern design.
4. Are you launching or showcasing anything new at the Expo?
Yes, we are! We’re officially showcasing our new running vest at the Expo, which is an important launch for us this year. The vest is designed specifically for runners who train in low-light conditions, combining high visibility with lightweight comfort and performance.
In addition to the new vest, we’ll also be presenting some other novelties within our running range, all developed with the same focus: making sure athletes stay visible and safe without compromising on comfort or style.
5. What are you most looking forward to about IRX?
What we’re most looking forward to at IRX is meeting people face-to-face. It’s a great opportunity to connect with existing partners, build new relationships, and have real conversations about how we can grow together.
We’re also excited to feel the energy of the running community. IRX brings together passionate professionals who truly understand the market, and that makes the discussions more meaningful. It’s inspiring to exchange ideas, get direct feedback on our products, and see how the industry continues to evolve.
For us, it’s not just about exhibiting — it’s about strengthening our network and reinforcing our mission to make runners more visible and safer in low-light conditions.