Must-read
Odlo turns 80 with anniversary campaign
Odlo launches Eighty Years Strong, tracing its 1946 founding, the 1972 Olympic base layer and the 1987 three-layer system.
WFSGI turns the World Cup into a youth participation drive
Ten brands, two panels, five principles, and one question rarely posed: what do sporting events actually leave behind for young people?
The HYROX premium is paying off for PUMA
From Stockholm podiums to Shanghai training hubs, PUMA’s HYROX strategy is compounding — Anta’s China network now in play.
Odlo turns 80 with anniversary campaign
Odlo launches Eighty Years Strong, tracing its 1946 founding, the 1972 Olympic base layer and the 1987 three-layer system.
Ronaldo’s daily habits, now a company benefit
Wellhub and Erakulis activate their partnership with a badge-based habit program for corporate employees
BYD in F1: The athleisure and merchandise opportunity
For decades, Chinese factories made the world’s sports gear and kept only the processing fees. BYD in F1 could change that.
Under Armour loses WNBA footwear supplier status
Under Armour loses WNBA authorized supplier status for 2026, leaving players to tape over logos or compete in unbranded shoes.
Gareth Bale named partner in PE sports investment platform
Bale joins Juggernaut Capital’s new sports vehicle targeting control stakes in clubs, leagues, women’s sports and youth platforms.
PGA Tour announces two-series structure from 2028
Championship and Challenger Series start in 2028 with $20 million and $4 million purse floors and annual promotion and relegation.
When legal advice becomes a self-service product
adidas’s Josef deployment shows how AI legal tools shift compliance from document production to behavioral insight.
Acushnet plants a European flag in France
Acushnet inaugurates its Montataire complex, bringing Titleist and FootJoy under one European roof for the first time.
WFSGI turns the World Cup into a youth participation drive
Ten brands, two panels, five principles, and one question rarely posed: what do sporting events actually leave behind for young people?
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EVENTS RADAR
Q3 2026 Event Radar: trade shows and conferences
Outdoor Retailer reimagined, three sustainability events, boats and boards: The Q3 2026 calendar points in one direction.
PARTNER CONTENT
ISPO launches Leaders Summit with €3 million investment programme
The ISPO Leaders Summit will open ISPO 2026 on 3 November in Amsterdam, convening a senior audience of C-suite executives, policymakers and industry leaders from across the global sport, outdoor and winter market.
Acushnet plants a European flag in France
Acushnet inaugurates its Montataire complex, bringing Titleist and FootJoy under one European roof for the first time.
Kalshi booms on sports
From politics to parlays: sports now drives 85% of Kalshi’s $112 billion lifetime volume.
Accent Group rejects Frasers’ takeover bid
Accent Group’s board unanimously rejects Frasers’ offer of A$0.65 per share, calling it materially inadequate.
Sprinter to complete an eight-year-old merger
A Canary Islands holdover from Sport Zone’s pre-JD Sports era is set to be folded into Sprinter.
Vuori targets 20 China stores by 2027
The athleisure challenger brand plans to more than double its China footprint and build a dedicated local team, says president Kechter.
Decathlon turns Herblay store into a sports playground
The retailer has added 2,000 sqm. to its Herblay store and turned the space into hands-on sport zones for families.
Decathlon to open 2,000-sqm flagship at KL’s 118 Mall
The store will occupy level 2 of the mall inside the Merdeka 118 Precinct, with an opening scheduled for August 2026.
Sprinter to complete an eight-year-old merger
A Canary Islands holdover from Sport Zone’s pre-JD Sports era is set to be folded into Sprinter.
Odlo turns 80 with anniversary campaign
Odlo launches Eighty Years Strong, tracing its 1946 founding, the 1972 Olympic base layer and the 1987 three-layer system.
Under Armour loses WNBA footwear supplier status
Under Armour loses WNBA authorized supplier status for 2026, leaving players to tape over logos or compete in unbranded shoes.
The HYROX premium is paying off for PUMA
From Stockholm podiums to Shanghai training hubs, PUMA’s HYROX strategy is compounding — Anta’s China network now in play.
How Salomon outsources trend intelligence in China
Road to the Future is Salomon’s annual mechanism for crowd-sourced design input and community acquisition in Shanghai.
BYD in F1: The athleisure and merchandise opportunity
For decades, Chinese factories made the world’s sports gear and kept only the processing fees. BYD in F1 could change that.
When legal advice becomes a self-service product
adidas’s Josef deployment shows how AI legal tools shift compliance from document production to behavioral insight.
Dressed to the Nine (iron)
South Korea buys nearly half the world’s golf fashion: a $4 billion market powered by women, status and lifestyle wear.
Rugby State of Play 2026
Rugby’s recovery is led by pre-teens and women. Brands still targeting adult club rugby are on the wrong side of the demand curve.
When legal advice becomes a self-service product
adidas’s Josef deployment shows how AI legal tools shift compliance from document production to behavioral insight.
Nike imports financial discipline from outside sport
David Denton joins from Pfizer, replacing Matthew Friend who steps down August 17 after Nike’s Q4 FY2026 earnings call.
The sneaker brand that became an AI company
Allbirds sold its brand IP to American Exchange Group for $39m, renamed itself Smartbird, and hired a former AWS executive as CEO.
Nike board member John Rogers moves to advisory role
John Rogers Jr. will not stand for re-election at the September 2026 annual meeting after eight years on Nike’s board.
WFSGI turns the World Cup into a youth participation drive
Ten brands, two panels, five principles, and one question rarely posed: what do sporting events actually leave behind for young people?
Q3 2026 Event Radar: trade shows and conferences
Outdoor Retailer reimagined, three sustainability events, boats and boards: The Q3 2026 calendar points in one direction.
UK: adidas, Uniqlo and CK ads banned for greenwashing
The UK advertising regulator banned Google ads from adidas, Uniqlo and Calvin Klein for unsubstantiated recycled material claims.
Worldly named in Gartner sustainable procurement guide
Supply chain platform Worldly enters the Gartner market guide as EU rules push brands toward facility-level data.
When legal advice becomes a self-service product
adidas’s Josef deployment shows how AI legal tools shift compliance from document production to behavioral insight.
Kalshi booms on sports
From politics to parlays: sports now drives 85% of Kalshi’s $112 billion lifetime volume.
When knowledge is free, trust is the differentiator
AI has made product expertise available to all, instantly. What it cannot replicate – trust, experience, relationships – is the new competitive advantage.
Agassi’s venture signs Jannik Sinner’s coach
The coach of Agassi, Sinner and Halep will support Agassi Intelligence, the AI coaching platform ASE is developing with IBM.
Hainan duty-free partners with Lululemon
The Hainan duty-free retailer is expanding a sports portfolio that now includes Lululemon, Salomon, Under Armour, adidas and Nike.
Nike may pocket the tariff refund. Consumers want it back.
Footwear giant raised prices by up to $10 to offset $1bn in import costs. Now the tariffs are gone — and so is its commitment to refund shoppers.
Trump tariff refunds: are you in the queue?
$127 billion enters the queue — but not all at once
US Customs race to build IEEPA tariff refund system
Around 330,000 US importers await refunds on $166bn in IEEPA tariffs as CBP builds a new processing system under court supervision.
UK: adidas, Uniqlo and CK ads banned for greenwashing
The UK advertising regulator banned Google ads from adidas, Uniqlo and Calvin Klein for unsubstantiated recycled material claims.
Gildan faces class action probes after short-seller report
Levi & Korsinsky, Kalloghlian Myers and Howard G. Smith open investigations after Gildan shares drop 18.8%
Gildan’s growth story meets an activist short seller
Activist short seller Jehoshaphat Research alleges channel stuffing, a $510m inventory overhang, and governance red flags
Spain to tighten borders to low-value foreign e-commerce
New measures target platforms like Shein and Temu, aligning with EU policy whilst introducing additional scrutiny.
Intelligence, analysis and advice for the global sporting goods industry.
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