- Home
- Newsletters & Briefings
- Products
- Corporate & Financial
- Retail
- Marketing
- Consumer
- People
- Sustainability
- Events
- About Us
- AccountOut
- Search
- More from navigation items
Must-read
Analysis
Sports companies are discovering the pet market as a growth area
From a niche market to a multi-billion-dollar industry: How sports companies are already making good money in the $270 billion pet market.
News briefs
Adidas puts $512m media account up for review
The Herzogenaurach sportswear giant opens its first global media pitch since 2018, as annual marketing spend tops €3 billion.
Article
Allbirds joins the AI gold rush
Once valued at $4bn, the wool sneaker brand is selling its footwear assets and rebranding as an AI infrastructure company – sending its stock up 582%.
Adidas puts $512m media account up for review
The Herzogenaurach sportswear giant opens its first global media pitch since 2018, as annual marketing spend tops €3 billion.
New Balance names Knauer to lead North America
A two-decade company veteran takes the helm of New Balance’s largest regional market.
Adidas sued over gender bias in women’s sport
A lawsuit filed in Oregon accuses Adidas of dismissing a women’s basketball executive after she reported inequality and an athlete safety breach.
PSG has a new reason to stay in Paris
A Paris Council vote and a new mayor shift the Parc des Princes debate – putting a sale or long-term lease back on the table for PSG.
Premier Padel makes UK debut in London
The elite padel circuit arrives in the UK for the first time, as Olympia hosts a P1-tier event amid surging British participation.
361 Degrees Q1: offline holds, digital leads
China’s 361 Degrees posts 10% offline growth in Q1 2026, with e-commerce retail sales advancing at mid-double-digit pace.
Backcountry builds brand incubator for outdoor startups
Utah specialty retailer moves into brand building, acquiring eco-label Coalatree as the first brand in its new Backcountry Garage.
Peloton: “Let Yourself Go” with Hudson Williams
The latest “Let Yourself Go” chapter casts a rising star to pitch the Tread+ as a platform — and sell a feeling, more than a product.
S&P affirms Amer Sports BBB- after debt paydown
S&P Global Ratings keeps Amer Sports at investment grade after the Arc’teryx owner uses equity proceeds to retire senior secured debt.
Stay informed. Stay ahead. Every weekday in your inbox: the SGIE Daily Digest newsletter.
The news, analysis and competitive signals that matter — curated for industry professionals.
Sign up for free
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
How FLYTEC helps brands scale innovation without increasing complexity
Rising costs, tightening compliance and market shifts are forcing apparel brands to rethink product development. A system-based approach changes the rules of the game.
Adidas puts $512m media account up for review
The Herzogenaurach sportswear giant opens its first global media pitch since 2018, as annual marketing spend tops €3 billion.
PSG has a new reason to stay in Paris
A Paris Council vote and a new mayor shift the Parc des Princes debate – putting a sale or long-term lease back on the table for PSG.
361 Degrees Q1: offline holds, digital leads
China’s 361 Degrees posts 10% offline growth in Q1 2026, with e-commerce retail sales advancing at mid-double-digit pace.
Backcountry builds brand incubator for outdoor startups
Utah specialty retailer moves into brand building, acquiring eco-label Coalatree as the first brand in its new Backcountry Garage.
SportsShoes.com enters nutrition with Puresport
The UK online running retailer says it is the first in its category to partner with Puresport, adding electrolytes, gels and creatine.
FanDuel Sports Network to wind down
Main Street Sports Group is preparing to close, leaving 13 NBA and seven NHL teams to rebuild local broadcast revenue from near zero.
Kantar NRF: three sport retailers in top 50
Decathlon, JD Sports and lululemon each appear in the 2026 NRF/Kantar Top 50 Global Retailers — a list that rewards international direct selling and reveals which sport retailers are building genuine cross-border scale.
Spain regulator probes Decathlon-Intersport deal
Spain’s competition authority moves to phase 2 review, saying Decathlon’s remedies fail to address market concentration risk in Tenerife.
Peloton: “Let Yourself Go” with Hudson Williams
The latest “Let Yourself Go” chapter casts a rising star to pitch the Tread+ as a platform — and sell a feeling, more than a product.
Nike backs lacrosse ahead of 100-year Olympic return
The sportswear giant becomes official apparel partner of both North American lacrosse leagues as the sport builds toward its Olympic debut in Los Angeles.
Adidas marks 25 years of Climacool with Shanghai relaunch
At a “Future Museum” event in Shanghai, adidas used Climacool’s 25-year history as a springboard for new footwear, apparel and 2026 World Cup products.
Adidas gives Japan kit its own anthem
Adidas deploys anime and J-pop artist Ado to extend Japan’s World Cup kit beyond football into Gen-Z culture.
US sporting goods wholesale hits $130bn
Five-year gains of nearly 35 percent reveal which categories are pulling ahead — and where demand is quietly shifting.
Record US sport participation masks deep gaps
A historic milestone for US sports participation — yet most Americans still don’t meet weekly activity guidelines, new SFIA data shows.
Sport participation: Triathlon finds a new consumer
Younger athletes and rising female participation are reshaping the multisport market – and redefining who sporting goods brands need to reach.
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.
New Balance names Knauer to lead North America
A two-decade company veteran takes the helm of New Balance’s largest regional market.
Patagonia names EMEA marketing and impact chief
Patagonia has created an EMEA leadership role that formally unites brand marketing with the brand’s environmental and social impact work.
Vuori names first Chief Product Officer
The California activewear brand fills a newly created product leadership role as it targets 25 new store openings and deeper international reach in 2026.
Ortovox appoints Vaude marketing veteran to lead D2C strategy
Alpine brand brings in 15-year Vaude veteran Manfred Meindl as Director Marketing & Digital D2C amid broader strategic repositioning.
FanDuel Sports Network to wind down
Main Street Sports Group is preparing to close, leaving 13 NBA and seven NHL teams to rebuild local broadcast revenue from near zero.
LaLiga signs with Polymarket
LaLiga has become the first European football league to sign a deal with a prediction market – in this case Polymarket, the world’s largest.
Do you exist if AI doesn’t mention you?
AI tools are reshaping the customer journey in sporting goods. If your brand isn’t in the answer, it isn’t in the running.
Frasers launches Ask Frasers AI shopping assistant
The UK department store chain has deployed a conversational AI tool built on Algolia technology, reporting early conversion gains.
|
Fitness EconomyBusiness intelligence on the fitness economy: gyms, studios, connected platforms, tech adoption, and trends driving sporting goods demand. Explore Fitness Coverage → |
|
Sports ParticipationWhich activities are growing or declining: participation trends, sports and hybrid formats, and behavioral shifts that drive sporting goods demand. Explore Sports Participation → |
|
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.
Adidas marks 25 years of Climacool with Shanghai relaunch
At a “Future Museum” event in Shanghai, adidas used Climacool’s 25-year history as a springboard for new footwear, apparel and 2026 World Cup products.
Curry’s free-agency sneakers hit the auction block
Over 70 pairs worn during Curry’s brand-free NBA season go under the hammer, with all proceeds supporting the Eat. Learn. Play. Foundation.
Data & Advisory
SGI provides C-Level advisory & data analytics services to brands, retailers, industry suppliers
Visit AdvisoryIndustry Directory
Find advisors and suppliers to the sporting goods industry.
Visit Industry Directory
Industry Jobs
Search new jobs in the sporting goods industry.
Post an industry job.
Intelligence, analysis and advice for the global sporting goods industry.
TOPICS
Corporate and FinancialRetail and Supply
Marketing
Consumer
People and HR
Events and Trade Shows
Legal
CSR and Sustainability
Technology and AI
China
Athlete economy
MARKET ANALYSIS
Analysis and dataIndustry Scorecards
Reports
Case Studies
SERIES and SPECIALS
Winter Olympics 2026Circular Economy
Impact of Sports
Redefining CSR 2025
SUBSCRIPTIONS
Membership plansFAQs
ASK SGIE AI
For premium subscribersABOUT US
About usNewsroom and Contacts
Media solutions
- COPYRIGHT © EDM PUBLICATIONS GMBH
- Contact us
- FAQS
- Terms and Conditions
- Privacy & Cookies Policy
- Impressum
- Issues
- Topics A-Z