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Today's Must Read
HYROX becomes a brand battlefield
Puma’s CEO calls HYROX a “lighthouse” partnership while Adidas launches its own hybrid race shoe. The battle for fitness racing’s commercial core is on.
NEXT WEBINAR
Webinar: Engaging consumers through physical activity narratives
Nike and ASICS share exclusive insights into engaging consumers through physical activity marketing and communication campaigns.
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Campaign spotlight: adidas’ celebrity cast for Spring 2026
Adidas Originals is tapping Hollywood cachet to reinforce the cultural standing of one of its oldest franchises.
STRATEGY TALK
Poland: SPORT 2000’s next growth stop
Germany-based retail service organization enters Poland as market 17. CEO Margit Gosau explains the strategic rationale behind a long-march expansion.
PARTNER CONTENT
Women redefine performance beyond function in active lifestyle industry
Influenced by a strong female perspective in design and strategy, the industry is moving toward a balance of high-functionality, circularity, and sensory comfort.
Shimano’s inventory crisis
A pandemic-era cycling boom flooded Europe and China with excess bikes. Now the world’s largest parts maker is paying the price.
Saucony hits $533m in Wolverine’s best year
The 127-year-old running brand posted its highest-ever launch day and targets mid-teens growth in 2026 – now Wolverine’s clearest strategic asset.
Gildan Activewear posts record Q4 revenue
Q4 net sales hit $1.08bn, up 31%, as integration runs ahead of plan and synergy target rises to $250m.
Wilson escalates lululemon board fight with new letter
Founder Chip Wilson has gone public again after 70 days of silence from the board, with a letter demanding a director overhaul and a Brand Product Committee.
Cristiano Ronaldo, conglomerate
The footballer expands his business empire with a strategic acquisition through his newly formed CR7 Sports Investments.
Payntr Golf joins the 8AM Golf family of brands
The golf media and equipment company backs Portland-based footwear brand worn by Jason Day and other PGA Tour players.
Off-price sports retailer Sportscape hires CCO and CGO
The operator of SportPursuit and Private Sport Shop names a chief commercial officer and chief growth officer as CEO Andy Anson reshapes the leadership team
Poland: SPORT 2000’s next growth stop
Germany-based retail service organization enters Poland as market 17. CEO Margit Gosau explains the strategic rationale behind a long-march expansion.
Intersport Finke wins EuroShop sustainability prize
A German Intersport franchise store triumphed over a global field of 122 entries from 30 countries with a circular-economy refit that cut 5 tons of CO2.
Social: female athletes’ biggest asset – and liability
Women’s sports revenue is growing faster than men’s. Female athletes generate more social engagement. But visibility carries a cost brands rarely pay for.
GB triathlon participation returns to growth
120,000 active triathletes recorded in 2025 – but the sport remains 28,000 below its pre-pandemic peak.
US golf participation hits eight-year growth streak
On-course participation surpassed 29 million in 2025, marking eight consecutive years of growth and reinforcing the sport’s resilience
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Dunlop Sports Americas hires retail marketing chief
Kyle Freeman joins DSA to sharpen retail strategy across Srixon, Cleveland Golf and XXIO — bringing 20-plus years from Nike Golf, Under Armour and TaylorMade.
Off-price sports retailer Sportscape hires CCO and CGO
The operator of SportPursuit and Private Sport Shop names a chief commercial officer and chief growth officer as CEO Andy Anson reshapes the leadership team
Misto Holdings CEO handover founder to his son
Gene Yoon moves to honorary chair as his son takes over the group behind Fila, Titleist and FootJoy.
MLB clubs taking charge of their local broadcasts
The MLB club takes direct control of local telecasts amid the collapse of regional sports networks across North America.
New AI index tracks sporting goods brand visibility
Parcel Perform’s AI Visibility Index tracks how AI shopping assistants rank and recommend sportswear and sporting goods brands when consumers ask what, how and where to buy.
SPG adopts cloud solution to upgrade product operations
The licensed apparel company is replacing its legacy system to accelerate development cycles and support growth across brands including Browning and Carhartt.
Nike Japan nears 100% renewables
A 16-project solar supply agreement could close the last gap in Nike’s Japan electricity transition.
Intersport Finke wins EuroShop sustainability prize
A German Intersport franchise store triumphed over a global field of 122 entries from 30 countries with a circular-economy refit that cut 5 tons of CO2.
Women redefine performance beyond function in active lifestyle industry
Influenced by a strong female perspective in design and strategy, the industry is moving toward a balance of high-functionality, circularity, and sensory comfort.
Toni Sailer: scaling exclusivity in luxury ski wear
The German-managed brand operates in 32 countries with hand-crafted, limited-edition ski apparel — and no plans to go mass market.
LIV Golf launches fantasy game and LIV X
Two new platforms let fans compete, play quizzes and track events all season long.
Campaign spotlight: adidas’ celebrity cast for Spring 2026
Adidas Originals is tapping Hollywood cachet to reinforce the cultural standing of one of its oldest franchises.
New Balance bets on Made in USA in a tariff-torn era
The Boston brand’s latest domestic drop arrives as tariffs reshape sourcing debates across the US footwear industry.
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.
Sportswear stocks surge then slump in tariff whiplash
Nike closes lower on the day the Supreme Court won the tariff argument. The sector’s reaction tells a bigger story about what comes next.
US ready to cut India tariffs to 18% from 50%
Agreement reduces tariffs dramatically but lacks detail on implementation. Sporting goods manufacturers face new sourcing calculus.
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.
Adidas probes partner data breach
Criminals claim 815,000 rows of data stolen from an Adidas extranet via a martial arts products licensee.
Nike probed in the US for bias against white employees
Federal regulators claim diversity programs discriminated against white employees, challenging past corporate DEI practices.
Nike pays Thai workers after five years
After nearly five years of advocacy, Nike agrees to compensate 3,300 Thai factory workers who were allegedly coerced into unpaid leave during the pandemic.
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