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Today's Must Read
Article
EU consumer mood hits 2-year low
European households are cutting discretionary budgets at the fastest rate in over two years, pressing the sporting goods sector.
Case Study
How adidas rewired its China business
A 36 percent revenue drop in 2022 forced adidas to reimagine its China model. Three years later, Greater China is its fastest-growing region.
Article
Lululemon backs nylon biorecycling startup
London startup Epoch Biodesign closes $12m round with Lululemon as a backer, targeting the unsolved problem of nylon 6,6 recycling at scale.
EU consumer mood hits 2-year low
European households are cutting discretionary budgets at the fastest rate in over two years, pressing the sporting goods sector.
Nike opens Air Max design to global creatives
Eight designers from four continents will co-create 3D-printed Air Max styles at Nike’s Oregon campus ahead of Air Max Day 2027.
ASICS warns of price hikes amid war
ASICS eyes $100m in Indonesia sales as a geopolitical hedge while navigating rising logistics and energy costs.
Dick’s begins Foot Locker restructuring
Post-merger “redundancies” hit Foot Locker as Dick’s enforces office returns and HQ shifts to New York.
Myprotein and Champion unveil training range
THG Nutrition targets £100m in apparel sales through strategic heritage brand collaborations.
Decathlon UK pays instant cash for used bikes
New one-hour bank transfer payouts and Easter bonuses aim to boost trade-ins and cut sporting waste.
Lululemon backs nylon biorecycling startup
London startup Epoch Biodesign closes $12m round with Lululemon as a backer, targeting the unsolved problem of nylon 6,6 recycling at scale.
Adidas only sporting goods name at FIFA 2026
With all global slots filled and record revenue set, adidas is the only sporting goods brand in FIFA’s 2026 commercial line-up.
Misto Holdings bets on no-agency China model
The Seoul-listed brand operator plans to cross 100 retail locations by June, with five more Korean fashion labels lined up for 2027.
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EVENTS RADAR
Q2 2026 Event Radar: trade shows and conferences
Wellness and fitness take center stage in Q2, with FIBO, PEAK 2026 and RiminiWellness among the must-attend events of the quarter.
PARTNER CONTENT
iWarm expands functional clothing with active temperature management
iWarm introduces a heating system that manages garment temperature through carbon nanotube technology and AI-powered controls
ASICS warns of price hikes amid war
ASICS eyes $100m in Indonesia sales as a geopolitical hedge while navigating rising logistics and energy costs.
Misto Holdings bets on no-agency China model
The Seoul-listed brand operator plans to cross 100 retail locations by June, with five more Korean fashion labels lined up for 2027.
NFL champion, NWSL star back cleat startup Caddix
The Baltimore startup targeting ACL and lower-body injury reduction secures backing from a Super Bowl quarterback and an NWSL defender.
Xtep hits record profit on Saucony surge
The group reports highest-ever net profit of RMB1.37 billion (€172 million) as Saucony’s 31% revenue surge and Southeast Asian e-commerce drive gains.
Dick’s begins Foot Locker restructuring
Post-merger “redundancies” hit Foot Locker as Dick’s enforces office returns and HQ shifts to New York.
Decathlon UK pays instant cash for used bikes
New one-hour bank transfer payouts and Easter bonuses aim to boost trade-ins and cut sporting waste.
Misto Holdings bets on no-agency China model
The Seoul-listed brand operator plans to cross 100 retail locations by June, with five more Korean fashion labels lined up for 2027.
Retailers reclaim checkout from ChatGPT
Walmart conversion inside ChatGPT ran 3x lower than click-through. OpenAI pivots to discovery-first; retailers keep checkout control.
Nike opens Air Max design to global creatives
Eight designers from four continents will co-create 3D-printed Air Max styles at Nike’s Oregon campus ahead of Air Max Day 2027.
Myprotein and Champion unveil training range
THG Nutrition targets £100m in apparel sales through strategic heritage brand collaborations.
Adidas only sporting goods name at FIFA 2026
With all global slots filled and record revenue set, adidas is the only sporting goods brand in FIFA’s 2026 commercial line-up.
Fast Company ranks Adidas among the top global brands
Adidas tops Fast Company’s Advertising & Marketing category and places No. 7 globally, the only sports brand in the top 50.
EU consumer mood hits 2-year low
European households are cutting discretionary budgets at the fastest rate in over two years, pressing the sporting goods sector.
US sporting goods spending falls 9% – report
New US transaction data shows a 9% year-over-year decline in sporting goods spending, with middle-income consumers pulling back hardest.
SportsShoes Running Report: one in six Brits run
Younger generations lead UK running participation as the sport maintains a stable base — with motivations, barriers and technology habits mapped across 5,000 Brits.
Sports moments reward brands across all screens
Nine-country study of 9,000 sports fans shows where attention concentrates and how consistent cross-screen presence drives purchase.
Lululemon adds ex-Levi Strauss chief to board
The former Levi Strauss chief brings 13 years of brand turnaround experience to a board under pressure from founder Chip Wilson’s proxy campaign.
Nike names new chief sustainability officer
Cimarron Nix, a nine-year Nike veteran with roots in sourcing and manufacturing, takes the helm after a five-month vacancy.
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
Retailers reclaim checkout from ChatGPT
Walmart conversion inside ChatGPT ran 3x lower than click-through. OpenAI pivots to discovery-first; retailers keep checkout control.
Decathlon doubles down on warehouse robots
French robotics firm Exotec has deployed its Skyfleet program across seven Decathlon warehouse sites in five European countries, with some facilities doubling daily order output.
First Big Tech loss in US court over trade practices goes to Meta, which will appeal
A US jury awards New Mexico $375m in the first successful state lawsuit over Big Tech harm to children — with 40 more cases in the pipeline.
Puma deploys AI concierge at Las Vegas store
The German sportswear brand is piloting a multilingual Nvidia-powered assistant at its US flagship, with plans to scale across its DTC network.
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Fitness EconomyBusiness intelligence on the fitness economy: gyms, studios, connected platforms, tech adoption, and trends driving sporting goods demand. Explore Fitness Coverage → |
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Sports ParticipationWhich activities are growing or declining: participation trends, sports and hybrid formats, and behavioral shifts that drive sporting goods demand. Explore Sports Participation → |
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Women x sporting goodsFrom league revenues and athlete deals to female founders and investors — intelligence on the business of women in sports and sporting goods. Explore Women x Sports → |
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.
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.
How adidas rewired its China business
A 36 percent revenue drop in 2022 forced adidas to reimagine its China model. Three years later, Greater China is its fastest-growing region.
NFL champion, NWSL star back cleat startup Caddix
The Baltimore startup targeting ACL and lower-body injury reduction secures backing from a Super Bowl quarterback and an NWSL defender.
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Intelligence, analysis and advice for the global sporting goods industry.
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