Marketing: Brands and Products
From campaigns to product launches—covering the marketing strategies, creative partnerships, innovation investments, and design decisions that define sporting goods brand competition.
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Gymshark partners with Bratz
A four-piece drop, a nostalgia property, and data on female gym discomfort: collaboration as a statement.
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Lotto’s quiet comeback reaches the World Cup stage
The Italian sports brand has been rebuilding steadily toward a global relaunch – and now it has a World Cup campaign to show for it.
Nike takes control of sneaker release narrative
With product leaks enabling better counterfeits ahead of launch, Nike has launched a designer-led editorial channel on its SNKRS app.
Boston Marathon: a battle of words, not only of runners
A misread campaign at marathon’s most visible address exposed Nike’s vulnerabilities – and gave Asics an opportunistic opening.
PUMA unveils World Cup kits for 11 nations in NYC
German brand chose New York streets over stadium launches to unveil kits for five African nations and six others ahead of this summer’s World Cup.
Nike, adidas, PUMA: the World Cup brand battle decoded
One brand built a system. One owns the tournament. One is playing the long game in Africa. Reading (and watching) the 2026 World Cup brand battle.
adidas takes the World Cup to Nordstrom
The 35-store deal spans eight US host-city markets, with immersive installations in New York and Seattle running through late July.
Snipes unites Nike, adidas and Puma in World Cup film
Built around players whose identities cross borders, the campaign says more about Snipes’ customer than about football.
Skechers signs Radamel Falcao and family
Falcao family deal spans boots, lifestyle, as Latin America ambassadors
Li-Ning signs Curry. The game changes. Our analysis.
A $400m+ deal with Stephen Curry caps a multi-year push by Li-Ning to break out of China. Here’s what the strategy actually looks like.
Adidas mines the archive ahead of FIFA WC 2026
Seven heritage reissues target collector and nostalgia demand without the cost of performance innovation.
Joma renews Spain rugby kit deal for third time
Spanish sportswear brand Joma extends its technical kit supply agreement with the Federación Española de Rugby, first signed in 2016
Salomon names K-pop star Jisoo global brand ambassador
Footwear and apparel now account for two-thirds of Salomon’s outdoor revenue. Jisoo is the face of a shift already well under way.
Wayne Rooney, a skull, and St. George’s flag
England’s former all-time scorer swaps the pitch for the stage in a World Cup campaign film that reaches back to the Bard.
The polo shirt that predates the brand by a century
U.S. Polo Assn. is building its biggest global campaign around a garment older than the company itself, and the sporting credentials no rival can replicate.
No screen, no ROI: India’s FIFA World Cup lesson
India still has no confirmed FIFA World Cup broadcaster. For the brands funding the tournament, that is not just FIFA’s problem.
DEICHMANN plays the World Cup card
Europe’s largest footwear retailer uses the World Cup window to signal a shift toward sports-lifestyle – with creator-driven traffic as the conversion mechanism.
BRAND EQUITY
The jacket and the mountain: what Arc’teryx’s Shanghai Museum is really selling
How a permanent brand infrastructure becomes the most durable response to a communication crisis, and what European outdoor brands should take from it.
Fast Company ranks Adidas among the top global brands
Adidas tops Fast Company’s Advertising & Marketing category and places No. 7 globally, the only sports brand in the top 50.
Adidas, Puma slide in Kantar BrandZ Germany 2026
Germany’s two sporting goods giants are losing brand value — while a discount supermarket gains ground, one carbon shoe at a time.
US survey maps the new brand heat race
L.E.K.’s 2026 Brand Heat Index maps where HOKA, On, Arc’teryx and Salomon are gaining on legacy leaders.
Clean200 2026: Nike, Adidas and Puma ranked
Five sporting goods firms feature in the global ranking of largest companies by sustainable revenue, with Nike at rank 57.
New Balance: Authenticity as a global growth strategy
New Balance’s 2024 record results show how local production, selective partnerships and brand consistency drive global growth.
Nike drops again in Best Global Brands ranking
Nike’s brand value has plummeted 25.9 percent to $33.7 billion, dropping to 23rd place in Interbrand’s global rankings.
Nike tops the sports category in Time magazine and Statista’s ranking of the world’s best companies
The ranking of 1,000 companies evaluates employee satisfaction, revenue growth and sustainability transparency.
Lululemon targets men’s with new tennis tech
The Canadian apparel brand unveils upgraded sweat-concealing fabric as it works to rebuild momentum in men’s and performance categories.
Volleyball finally gets its own female apparel brand
Corts, a female-founded LA label, enters a sport with 800,000 young US players and no dedicated apparel incumbent.
Joma releases football-branded padel racquet
Spanish brand modifies Hyper Pro padel racquet with Premier League club colors following kit sponsorship deal, extending football partnerships to padel.
Campaign spotlight: turning resolutions into sustained action
US premium activewear brand Rhone launched 12 Pursuits, a year-long founder-led program blending mental fitness with monthly actionable themes.
Nike Mind and the neuroscience of sport
Nike’s Mind technology targets mental performance. After a century optimizing bodies, is the sporting goods industry finally ready to train brains?
Bosideng becomes first company to implement new industry standard for circular clothing in China
The Chinese down specialist is driving the apparel industry’s shift from linear to circular economy models.
Bosideng launches premium Vertex collection in Europe
Chinese down specialist Bosideng debuts its premium Vertex collection in Europe, designed in collaboration with techwear designer Errolson Hugh.
New Balance 2002R gets Gore-Tex upgrade
New Balance launches the 2002R Gore-Tex Protection Pack for spring 2026, featuring weatherproof technology in grey, black and wheat colorways.
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