Consumer
In the end it all is centered around the consumers. These are the persons the brands want to attract, the comapanies want to make money with. Delve into the latest consumer trends and get to know the latest market statistics.
Latest consumer story
Signature shoes are different these days, but they still matter
Signature shoes have evolved, but they still matter. As the Air Jordan celebrates 40 years, we explore how the market is changing with new players and storytelling.
Ironman aims to increase female participation in triathlons
Ironman has released new survey results that highlight areas of opportunity for the sport of triathlon.
ASMAS CEO Peter Bruggmann: "The private, independent sports shops are a key feature of the Swiss market"
Like many others, the Swiss market for sports has had trouble sustaining growth since the pandemic. SGI Europe has gotten hold of Peter Bruggmann, CEO of ASMAS, the Swiss sports retail association, to obtain details on how the Swiss market developed in full-year 2024.
How sporting goods and fitness brands can leverage sports trends to strengthen brand equity
The Global Sports Properties 2025 report highlights key momentum drivers offering brands a roadmap to remain relevant in an evolving market.
Signature shoes are different these days, but they still matter
Signature shoes have evolved, but they still matter. As the Air Jordan celebrates 40 years, we explore how the market is changing with new players and storytelling.
Small brand, big stride: Tapping into the power of running clubs
It’s no secret that brands love running clubs for brand activation. Here’s how to join the fun.
World Athletics gains top spot in social media engagement, suggests new report
World Athletics has reached the top of the “SportOnSocial International Federations 2025 Report” by Redtorch.
Is your brand ready for the sustainable consumer?
Eco-conscious consumers are reshaping the sports and outdoor industry. Discover the latest trends and strategies to stay ahead in our special series.
>> Find out more
Exclusive data: How chinese consumers shop for sports footwear online
Explore key insights from the 2024–25 China Sports Footwear Ecomm Report, including platform shifts, premiumisation trends, and brand strategies from Nike, Anta and Hoka One.
Consumer spending 2025 signals cooling growth and rising inequality
Global consumption continues to rise, but the pace is slowing. According to World Data Lab’s latest World Consumer Outlook 2025 (WCO#7), presented on May 15 alongside insights from a panel of chief economists, spending patterns are shifting regionally, demographically, and structurally.
Tariffs and more from the US Treasury’s perspective
April 2 is the day the US will introduce “reciprocal” tariffs on allies and adversaries alike.
Hanesbrands supports the homeless in the US for the 15th time
The Hanes for Good program is celebrating its 15th year of helping the homeless.
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.
From 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.
Intelligence, analysis and advice for the global sporting goods industry.
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