Zalando announced that it would not organize the Bread & Butter by Zalando fashion festival in 2019, leaving the door open for similar events in selected cities. The online retailer launched the consumer-oriented marketing event for the first time three years ago at the former Tempelhof airport in Berlin, after buying the trademark rights from the organizers of the trade show. The event was held in the following two years at the Arena Berlin, where the Bright and Seek shows were organized during the Berlin Fashion Week. Zalando registered 35,000 visitors last year at its Bread & Butter by Zalando festival, 16 percent more than in the previous year. The festival included fashion shows, discussions among industry experts as well as musical performances. Adidas and Nike staged concerts, and Columbia offered T-shirts customized with paintball equipment. The 43 exhibitors that participated in Zalando's festival also included other sports brands such as Asics, Converse, Fila, The North Face and Vans. The products presented during the show were subsequently offered on Zalando's online store.