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CASE STUDY: Inside Anta’s AI365 strategy
Anta built its own AI models and deployed them across design, retail and operations, at scale.
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Skechers hires ex-PUMA North America chief as CMO
McRae departs the top job at PUMA’s biggest market to build Skechers’ marketing team.
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Salomon signs five-year global partnership with Ironman
The 2027-2031 deal makes Salomon Ironman’s exclusive footwear, apparel and bag partner, plus Kona Championship title sponsor.
Skechers hires ex-PUMA North America chief as CMO
McRae departs the top job at PUMA’s biggest market to build Skechers’ marketing team.
Decathlon brings kids’ gear to FirstCry in India
Decathlon gains access to FirstCry’s 25 million registered users across India’s metro and smaller cities.
UK: Supertri buys Brighton triathlon
Renamed Supertri Brighton from 2027, the event becomes Supertri’s second UK race after Blenheim Palace.
Salomon signs five-year global partnership with Ironman
The 2027-2031 deal makes Salomon Ironman’s exclusive footwear, apparel and bag partner, plus Kona Championship title sponsor.
Hugo Boss chairman to step down amid Frasers pressure
Frasers Group, Hugo Boss’s largest shareholder at near-48 percent, has sought a second board seat for Robert Palmer.
China approves Anta’s 29% stake acquisition in Puma
China’s market regulator unconditionally approved Anta’s purchase of a 29.06% Puma stake worth 1.506 billion euros.
World Athletics revenue climbs without Olympic lift
Broadcast and commercial rights drove the gain as global competition numbers hit a record high.
Sport 2000 opens 22nd Absolute Run store
The new Heerenveen store trades a general assortment for a running track, gait analysis and one focus: running.
PUMA CEO takes over sales as commercial chief exits
No successor is named yet, leaving Hoeld to personally run sales as PUMA’s leadership rebuild continues.
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Castore reportedly explores sale a decade after launch
JPMorgan is canvassing buyers for the brand Andy Murray backs, with interest from China among the approaches.
NGE fitness expands beyond UK Decathlon marketplace
A year after joining Decathlon’s UK marketplace, Northern Gym Equipment has expanded to 300+ listings and entered selected stores.
Castore at 10: From challenger to the global stage
Castore turns 10 this month, having expanded into F1, football, rugby, cricket, golf and heritage lifestyle brands.
The challenger hires the expert: GOFLUO taps John Zopfi
John Zopfi spent decades building wholesale networks for Patagonia and 7mesh. Now he is taking that playbook to the visibility Belgian challenger brand.
Running State of Play 2026
Nearly a third of runners started during the pandemic, motivated by health not competition – they are reshaping the sport
PARTNER CONTENT
Closing the distance: inside LTP’s clubhouse in Saigon
LTP Group has opened a dedicated development space in Ho Chi Minh City that compresses performance apparel sampling from months to fourteen days.
CASE STUDY: Inside Anta’s AI365 strategy
Anta built its own AI models and deployed them across design, retail and operations, at scale.
Hugo Boss chairman to step down amid Frasers pressure
Frasers Group, Hugo Boss’s largest shareholder at near-48 percent, has sought a second board seat for Robert Palmer.
China approves Anta’s 29% stake acquisition in Puma
China’s market regulator unconditionally approved Anta’s purchase of a 29.06% Puma stake worth 1.506 billion euros.
World Athletics revenue climbs without Olympic lift
Broadcast and commercial rights drove the gain as global competition numbers hit a record high.
Decathlon brings kids’ gear to FirstCry in India
Decathlon gains access to FirstCry’s 25 million registered users across India’s metro and smaller cities.
Sport 2000 opens 22nd Absolute Run store
The new Heerenveen store trades a general assortment for a running track, gait analysis and one focus: running.
Decathlon UK launches Back to Sport price cuts
Deals on swimming goggles, running shoes, football boots, ballet wear and padel rackets run in stores, online and via the app in the UK and Ireland.
Moncler and the city: nostalgia meets Fifth Avenue
A five-day citywide exhibition of Moncler’s New York campaigns opens days before its largest global flagship debuts nearby.
Salomon signs five-year global partnership with Ironman
The 2027-2031 deal makes Salomon Ironman’s exclusive footwear, apparel and bag partner, plus Kona Championship title sponsor.
Moncler and the city: nostalgia meets Fifth Avenue
A five-day citywide exhibition of Moncler’s New York campaigns opens days before its largest global flagship debuts nearby.
Head Spain hands sales, marketing reins to Nike veteran
Oriol Martínez de Juan succeeds a 12-year incumbent now moving to an international post within the Head group.
The focus a marathon needs, learned in a monastery
At a monastery above Leh, PUMA photographs the shared discipline of marathon running and monastic life.
APAC football fandom is massive. Merch sales are not.
The fandom is real. The conversion model most European clubs use in APAC is not built for the region.
Brands race to catch the run clubs’ wave
Running clubs surge across Asia and in cities worldwide, turning what was once solitary exercise into a collective ritual of reconnection and belonging.
US women’s sports audience and ad spend are booming
US audiences watched 46 billion minutes of women’s sports in 2025, while brands poured in record ad dollars, per Nielsen.
Running footwear sales climb 13% as US market stalls
US footwear sales inched up 1 percent in H1 2026, but running shoes grew 13 times faster.
“Simplify to amplify”: Under Armour’s race to win runners
SGIE in conversation with UA on cutting the range and finding the runner.
adidas marketing ops VP Jochen Denninger dies at 57
Jochen Denninger, adidas Vice President of Marketing Operations since 2024, died on August 23 after 29 years with the brand.
Lululemon comms chief Bill Chandler exits Sept. 4
Chandler’s exit follows Lululemon’s AI chief and strategy chief departures ahead of O’Neill’s Sept. 8 CEO start.
New Balance UK factory gets a garden by a jeweller
London jewellery brand Bleue Burnham, founded by a self-taught gardener, designed the space for New Balance’s 300 UK shoemakers.
UTMB 2026: the access model and the backlash against it
Formula 1 sells the feeling of access. Paddock passes cost five figures. UTMB gives it free. In the street.
Adidas apology puts its own accountability on trial
The company distanced its global brand from a local team’s choices, and that line is now the story.
Think Beyond names Robertson as first CEO
Melissa Robertson becomes Think Beyond’s first CEO, taking an equity stake as the consultancy scales.
PGA Tour, LeBron foundation build a golf mentorship pipeline
The LeBron James Family Foundation Invitational debuts July 6-7, 2027, at Firestone Country Club, blending golf with mentorship.
CASE STUDY: Inside Anta’s AI365 strategy
Anta built its own AI models and deployed them across design, retail and operations, at scale.
Ahotu partners with URUNN to close the race-to-training gap
Ahotu’s race finder feeds into URUNN, the running app from Olympic champion Mo Farah, turning a race pick into a personal plan.
After ad-business recovery, X introduces card payments
Sport has gotten X back in with advertisers. X Money is a different story.
Runna pairs coach expertise with academic research
The Strava-owned app is using an academic partnership to differentiate its coaching from automated rivals.
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.
Alo Jewelry wins China trademark case against Alo Yoga
Alo Yoga has filed similar challenges against several other marks it considers close to its own, with mixed results so far.
PPWR: blessing or curse for sporting goods industry?
WFSGI and FESI legal counsel Dr. Jochen M. Schaefer asks whether Brussels’ packaging overhaul helps or harms the industry.
Gymshark sued over hidden influencer marketing
A New York lawsuit says Gymshark’s influencer army hid its paid endorsements behind buried hashtags and exclusive contracts.
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.
Intelligence, analysis and advice for the global sporting goods industry.
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