The Bright show, regarded as the leading European trade show for streetwear, sneakers and skateboarding, which was acquired by the Premium Group in July 2015 and is held at the Arena Berlin fairgrounds, has restructured its management team. Katharina Schreiber and Dennis Scholz, both active skateboarders who are said to know the community well, along with the codes and equipment, are now responsible for the organization of the Bright show, aiming to integrate more space for interaction with the community. Schreiber has worked on the Bright trade show's team for ten years. Together with Seek's management team, consisting of Alina Hahn, Marie-Luise Patzelt, Maren Wiebus, Marie Sandmann and Damien Winpenny, they aim to create a sharper brand portfolio. Alongside the B2B exhibitor area, there will be a Business to Community area centering on skateboarding, fashion and the cultural movement of the sport. In July, the product portfolio, consisting of fashion, sneakers and accessories, will adopt a new focus on hardware, bringing the skateboard again into the foreground and making it the centerpiece. According to the Premium Group, the evolution of the fashion industry through factors such as democratization, globalization and acceleration shows that the trends are no longer dictated by brands, but rather pre-defined by consumers; and that brands are taking inspiration from the street.