News and insights about brands in the sporting goods industry
Everything you need to know about the most important brands like Nike, Adidas or Lululemon and up and coming brands in the sports business
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News briefsHugo Boss launches ski range
The Boss Ski capsule comprises both technical skiwear and après-ski pieces.
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News briefsMacron new official kit supplier of all teams in Major League Rugby
Macron succeeds another Italian company when Kappa is leaving the MLR rugby scene.
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News briefsLacoste partners with the Rolex Paris Masters
The brand will be a premium partner of the tournament until 2030.
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Case StudyHoka: A Blueprint for Sustainable Growth in the Sports Industry
From Start-Up to Billion-Dollar Brand. Read our exlusive case study about Hoka
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News briefsWorld Rugby and Fanatics team up on global merchandise deal
The wide-ranging agreement aims to make merchandise more accessible to rugby fans worldwide.
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News briefsVasaloppet and Stadium extend partnership
80.000 Nordic skiers in one week. That’s how big the world’s biggest cross-country ski race has grown. Vasaloppet is now extending its cooperation agreement with the Swedish sports chain Stadium.
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News briefsKästle partners with Olympic champion Anna Veith
The Austrian ski brand is partnering with the decorated Olympian to inspire young people to take up skiing and develop innovative alpine products.
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ArticleIntersport teams up with AC Milan and Puma to inspire next generation ball wizards
For over 100 times, Intersport has arranged the Footlab Experience. The latest was held at Puma House of Football together with AC Milan and Puma to give inspiration to next-generation football players.
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News briefsJoma becomes an official partner of European Athletics for 2025-28
It is the first time that European Athletics has entered into a long-term top-tier partnership with a sports apparel brand
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News briefsBogner launches new 007-inspired capsule for FW24
The German luxury brand and the famous film franchise reunite to release an exclusive ski collection inspired by a long-standing partnership.
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News briefsH&M Move and Recco collaborate for skiwear collection
The apparel is equipped with Recco reflectors, boosting safety for skiers and mountain adventurers with advanced rescue technology.
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C-Suite InterviewCraft’s CEO: ‘In five years we will double our turnover to €350 million’
Swedish Craft has really good momentum. The company, which 25 years ago was best known for its blue and black underwear, now has a turnover of SEK 2 billion (€175m) and is a recognized brand in running, cross-country skiing and cycling. With CEO Stefan Persson at the helm, the goals are set high: in five years, turnover is expected to double.
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News briefsHummel partners with fashion brand for new national jersey
The Danish fashion brand Halo, in collaboration with Hummel, has designed a new national team jersey.
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ArticleLululemon partners with Fanatics and NHL
Lululemon has, for the first time, in partnership with Fanatics, made the official apparel collection for NHL.
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News briefsPuma makes its biggest basketball investment in 10 years
Featuring their biggest NBA and WBA athletes, Puma releases its largest basketball campaign for a decade.
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News briefsNike extends sponsorship deal with NBA, WNBA
Nike has secured a 12-year sponsorship deal with NBA and WNBA.
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ArticleThe New Creative Collectives: a strategic shift in outdoor and sports culture
How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In a mini-series of articles brand strategist Fredrik Ekström reveals not only consumer insights but gives advise how brands fully embrace this transforming consumer landscape. In this last out of four articles Ekström explains why Creative Collectives are a key to the active consumer.
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ArticleFrom Fandom to Fundom: transforming brand engagement
How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In our mini-series brand strategist Fredrik Ekström explains the transformation of the consumer and in this third out of four articles introduces the expression of “Fundom” and what it means for brands.
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ArticleBrand activism: The strategic imperative of “what” over “why”
How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In a mini-series of articles brand strategist Fredrik Ekström reveals not only consumer insights but gives advise how brands get their positioning right and evolve a deeper relationship with their customers. In this first out of four articles Ekström explains why the “what” is nowadays more important than the eternal “why”.
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News briefsMacron becomes new sportswear partner of USA Rugby
Italian manufacturer Macron parters with USA Rugby, the body that governs and manages rugby in the United States.
