ISPO is a biannual sporting goods trade show held in Munich. As the largest industry trade show in Europe, its audience includes key sporting goods retailers. In 1995, Nike's corporate initiative was "Big Ideas," which suggested an exhibition design focusing on the big creative ideas behind the company's soccer, tennis, outdoor, and women's product lines. The exhibition emphasized two unique footwear designs, using them as educational tools to illustrate Nike's creative process for developing specific footwear technology.