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EU destruction ban: five moves to make
Large brands are in scope now. Mid-sized brands have until July 2030. The prize is what they do with those four years.
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Swedish sporting goods sales jump 7.6% in Q2
Two straight quarters of growth put Swedish sports retail back on solid ground, with e-commerce up nearly 13%.
News briefs
Klarna launches in-store BNPL at lululemon UK, Germany
The QR-code checkout option extends a five-year-old online partnership between Klarna and lululemon into physical stores.
Swedish sporting goods sales jump 7.6% in Q2
Two straight quarters of growth put Swedish sports retail back on solid ground, with e-commerce up nearly 13%.
Klarna launches in-store BNPL at lululemon UK, Germany
The QR-code checkout option extends a five-year-old online partnership between Klarna and lululemon into physical stores.
Deckers beats on HOKA growth, but shares drop 6%
HOKA revenue grew 7.7% and EPS topped estimates, but investors focused on tariff and margin warnings for the rest of the year.
adidas builds women’s training line on Originals
adidas merges Originals style with training performance in its first Originals Sport collection, out now.
Nike hit with $7.5m-plus gender pay-bias verdict
A class action got thrown out. One female employee still won $7.5m-plus from a jury.
Cushioned running becomes 2027’s key battleground
Evercore ISI sees Nike and On converging on the cushioned-running segment that has driven HOKA’s share gains
Superfeet launches cleat and sport insoles
Superfeet is staking its differentiation on carbon-plated, sport-specific insoles for soccer, football, tennis, golf and gym training.
Decathlon borrows a page from Aldi for its stores
Sports giant rolls out a discount-style middle aisle to lure price-conscious shoppers this summer.
Nox, Playtomic sponsor an MLP (guest) team
Spanish brands Nox and Playtomic have attached their names to Europe’s maiden Major League Pickleball guest team.
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Case study: how Xtep turned Saucony into a profit engine
A $61 million China buyout turned a break-even brand into a fast-growing profit engine
PARTNER CONTENT
The industry’s new benchmark for excellence: ISPO Awards 2026
With renewed ambition, the ISPO Awards step onto the world stage in 2026. Entries are now open.
Paddletek buys pickleball paddle maker PIKKL
PIKKL joins a portfolio spanning Bantam, Tempest and Honeyfoam, as Paddletek also signs three unrelated pro Johnsons.
Asian tennis athletes are no longer the backup option
Once an afterthought, Asian stars like China’s Zheng Qinwen now command top sponsorship dollars, rewriting who brands back.
The Slazenger brand revival is a 43-minute comedy film
Yes, comedy. Slazenger’s answer to decades of decline is a 43-minute film starring its 23-year-old creative director.
Kostyuk reaches Wimbledon quarterfinal in Wilson dress
Her second Wilson dress sold out in days. Now Marta Kostyuk has matched it with her first Wimbledon quarterfinal.
Deckers beats on HOKA growth, but shares drop 6%
HOKA revenue grew 7.7% and EPS topped estimates, but investors focused on tariff and margin warnings for the rest of the year.
Cushioned running becomes 2027’s key battleground
Evercore ISI sees Nike and On converging on the cushioned-running segment that has driven HOKA’s share gains
H1 2026: Moncler margin holds even as Europe sales reverse
A weak tourist season turned Moncler’s biggest region negative in Q2 - yet group margin still widened.
Frasers stake in Hugo Boss passes 30% threshold
Frasers has crossed the 30 percent mandatory-bid threshold in Hugo Boss, and the board is urging shareholders to reject its offer.
Swedish sporting goods sales jump 7.6% in Q2
Two straight quarters of growth put Swedish sports retail back on solid ground, with e-commerce up nearly 13%.
Klarna launches in-store BNPL at lululemon UK, Germany
The QR-code checkout option extends a five-year-old online partnership between Klarna and lululemon into physical stores.
Decathlon borrows a page from Aldi for its stores
Sports giant rolls out a discount-style middle aisle to lure price-conscious shoppers this summer.
Nike to rejigger online sales in China after all
Nike confirmed it will end online sales via partner stores in China from January 1, 2027, moving to its own digital channels.
adidas builds women’s training line on Originals
adidas merges Originals style with training performance in its first Originals Sport collection, out now.
Cushioned running becomes 2027’s key battleground
Evercore ISI sees Nike and On converging on the cushioned-running segment that has driven HOKA’s share gains
Superfeet launches cleat and sport insoles
Superfeet is staking its differentiation on carbon-plated, sport-specific insoles for soccer, football, tennis, golf and gym training.
Nox, Playtomic sponsor an MLP (guest) team
Spanish brands Nox and Playtomic have attached their names to Europe’s maiden Major League Pickleball guest team.
Superfeet may claim a fifth of $8.4bn insoles market
New research projects the sector will grow from $4.3 billion in 2026 to $8.4 billion by 2036, with Superfeet leading the company segment.
Gravel running becomes brands’ new growth strategy
Salomon describes gravel as a gateway to new consumers, and Nike, Craft and HOKA are following it into the category.
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.
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.
TrusTrace’s cofounder Rajan on the cost of compliance
Hrishikesh Rajan, co-founder and chief growth officer at TrusTrace, in conversation with SGI Europe.
adidas names Mayer GM Central Europe
Claus-Peter Mayer succeeds Marina Mogus effective September 1; Olivier Gianina takes Southern Europe from August 1.
WHOOP hires Nike’s former CMO as members pass 3 million
The wearable brand poaches Nike’s marketing chief just as its membership crosses a major milestone.
Slovenian ski maker Elan names Žiga Schmidt interim director
Leon Korošec departs Slovenian ski manufacturer Elan after 25 years to become state secretary at Slovenia’s economy ministry.
EU destruction ban: five moves to make
Large brands are in scope now. Mid-sized brands have until July 2030. The prize is what they do with those four years.
PFAS-free membrane maker Niber builds toward a brand
Niber Technologies has appointed BRAIND’s Tomas Vucurevic as Chief Brand Advisor to lead its ingredient brand strategy.
TrusTrace’s cofounder Rajan on the cost of compliance
Hrishikesh Rajan, co-founder and chief growth officer at TrusTrace, in conversation with SGI Europe.
On’s CleanCloud: how much lower-carbon is it really?
On’s CleanCloud midsole can look significantly lower-carbon than conventional foam, but the result depends on how emissions are counted.
France blocks Polymarket, spares rival Kalshi
France, Spain, Brazil and Australia are drawing different lines around Polymarket and Kalshi, exposing regulatory fragmentation.
Lululemon backs nylon recycler Syntetica in $30m round
Syntetica has raised a $30 million Series A to build its first commercial nylon-recycling plant in France.
Decathlon fits 700 stores with digital price labels
The retailer, just named France’s most attractive brand, is now Vusion’s most global customer.
Media firm Versant buys simulator firm Full Swing
Versant Media, parent of Golf Channel, pays $530 million for Full Swing, the tech behind TGL and Tiger Woods’ at-home simulator.
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.
Whoop wins FDA closeout on blood pressure feature
The FDA dropped its 2025 enforcement action after Whoop modified its interface and the agency updated its wellness guidance.
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
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