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 briefsPolish brand to outfit Polish national volleyball
Polish brand 4F has secured a multi-year deal as technical supplier to Poland’s national volleyball teams.
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ArticleAdidas to replace Puma in new track and field partnership
Adidas will put their stripes on the athletes of the Norwegian track and field national team for the coming eight years.
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News briefsJoma to sponsor padel in Asia-Pacific
Joma becomes official technical sponsor of Asia Pacific Padel Tour (APPT).
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News briefsK-Way reopens its Milan flagship
The revamped Milan store is part of a brand’s international expansion plan primarily focusing on Europe.
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News briefsNike launches the After Dark Tour
The new race series invites women to nighttime running events in major cities around the world.
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News briefsH&M launches the “Wellness Edit”
The collection combines products and tools from the retailer’s ranges to help consumers focus on small habits for genuine well-being.
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News briefsPirelli and Australian Open sign partnership
Pirelli is the new tire partner of the Australian Open.
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ArticleCastore partners with its third F1 team
Formula One spotlight on: Just after Adidas entered the racewear business, Castore announced its third partnership deal, this time with a French team.
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ArticleAdidas takes up racing battle with Puma – joins F1 team
Puma gets company in the F1 business as big brother Adidas joins the racing circus and partners with the Mercedes-AMG Petronas team.
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News briefsMacron and Bradford extends partnership
Macron and English Football League Two club Bradford City AFC have announced the renewal of their technical partnership.
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News briefsCCM partners with USA Hockey National Teams
CCM Hockey Partners with USA Hockey National Teams as an official supplier.
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News briefsSkechers opens new concept store in Prague
The new store brings the number of Skechers retail locations in the Czech Republic to eight.
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News briefsLacoste partners with Haddad Brands on kidswear
The two companies have entered a five-year global partnership agreement.
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News briefsPuma collaborates with Squid Game
The collection was released coinciding with the launch of the show’s second season on Dec. 12, 2024.
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News briefsReebok teams up with LIV Golf team led by Bryson DeChambeau
The sportswear brand has announced a partnership with Bryson DeChambeau and his LIV Golf team Crushers GC.
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News briefsAdidas releases tech-packed EURO 2025 match ball
Konektis, the official match ball of UEFA Women’s EURO 2025, is here.
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News briefsDecathlon’s Wedze offering will be gradually integrated into the Quechua range
The move is part of Decathlon’s strategy to simplify its portfolio, introduced in March 2024.
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News briefsIntersport official partner of Men’s World Championship 2025 in handball
After the deal with EA, Intersport International signs a partnership with one of the biggest indoor ball sports.
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ArticleYardsale innovates ski gear with magnetic pole technology
The new US-based ski lifestyle brand is transforming slopes with magnetic pole technology, stylish designs, and a focus on the everyday skier experience.
