Mido 2005, sport under the spotlights

Mido 2005 will offer a host of novelties for visitors, as well as its regular Mido Trend, Mido Tech and Mido Education areas, dedicated to new trends in fashion, technology, machinery and professional update. Another area is Mido Sport, featuring sports and sports eyewear, that will be returning with eyewear and lenses for sports people in the space between Pavilions 14 and 15. This will be an unmissable opportunity to source the various products for each sport and the latest news in national and international production: ultra-light lenses, highly resistant frames, shields and helmets.

This year, Mido Sport has several surprises in store. The products can be 'handled' to determine their texture, lightness or solidity and the preferred choices for golf players and motorbike riders will be displayed. Mido Sport is also an opportunity to present the results of an important survey carried out by Mido in team with SITA Ricerca on the use of eyewear, both sunglasses and prescription models, by sports people. The results also show that the most popular sports in Italy are skiing and cycling and that what people look for in this eyewear -- be it futuristic, ultra-light or vintage, of all shapes and sizes -- is mainly protection, lightness and functionality.

All this makes Mido a leading-edge showcase and a keen observer of shifting market trends, where sports eyewear continues to acquire a more important share.

Visitors can view these fine examples of lenses and frames, for sports people only, in the area between Pavilion 14 and 15.