Brands
All the latest developments on the product and marketing side, including new product launches, sponsorship deals and other marketing initiatives.
Brands
Lacoste partners with Haddad Brands on kidswear
The two companies have entered a five-year global partnership agreement.
Reebok 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.
Vans opens skateable flagship store
Originally opened in 2019, Vans’ Oxford Street store has been transformed into a new retail and community hub, in celebration of the brand’s three passions: skateboarding, music and art. The installation has been curated to “showcase skateboarding culture through elevated architectural and retail design,” and was designed by Milan-based architecture ...
Adidas releases tech-packed EURO 2025 match ball
Konektis, the official match ball of UEFA Women’s EURO 2025, is here.
New Italian HQ in Milan for Garmin
The building meets high standards of sustainability.
Six years on, UA retells its ‘story’ to investors
Its founder back at the helm, the American “sports house” seeks to streamline operations and increase profit by bringing everything back to its logo and its story.
Intersport 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.
Lacoste partners with Haddad Brands on kidswear
The two companies have entered a five-year global partnership agreement.
Tennis back on top for Dunlop Spain in FY24
With its inventory glut, padel has lost a step.
Puma collaborates with Squid Game
The collection was released coinciding with the launch of the show’s second season on Dec. 12, 2024.
Luanvi founder among the dead in Valencia
Vicente Tarancón, CEO of Luanvi, was among the victims of the 29 October floods in Valencia.
Russian sporting goods market is flooded with fakes
The share of counterfeit fake products on the Russian market has expanded since 2022. This is SGI Europes staff member Vlad Vorotnikov reporting.
Hoka: A Blueprint for Sustainable Growth in the Sports Industry
From Start-Up to Billion-Dollar Brand. Read our exlusive case study about Hoka
Kästle 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.
Craft’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.
The 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.
Intelligence, analysis and advice for the global sporting goods industry.
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