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
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.
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.
A glimpse of Saudi padel
Saudi Arabia is the Middle Eastern country with the highest number of padel players. Over the next five years (by 2030) Saudi Arabia hopes to register 5,000 players in local competitions.
Global footwear market expected to grow 4.2% a year to 2029
Over the period, the size of the market is expected to increase by $103.6 billion.
European padel on the rise by yet another measure
Have the Swedes gone cold?
A balancing act for the industry – WFSGI and McKinsey report of 2025
The report identifies physical inactivity as a market with potential for sporting goods companies.
Strava’s latest 'Year in Sport' report highlights preference for more relaxed workouts
People no longer push to the extremes in their fitness routines while run clubs are emerging as the new social hotspots.
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
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.
Trailfulness: Embracing mental well-being as a strategic imperative in the outdoor industry
In a mini-series of articles brand strategist Fredrik Ekström reveals not only consumer insights but shows strategic opportunities for brands how to evolve a deeper relationship with their customers. In this second out of four articles Ekström explains how (mental) well-being can become a crucial part for their products, services and storytelling. For this he also introduces the expression of “Trailfulness”.
Brand 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”.
Intelligence, analysis and advice for the global sporting goods industry.
- COPYRIGHT © EDM PUBLICATIONS GMBH
- Contact us
- FAQS
- Terms and Conditions
- Privacy & Cookies Policy
- Impressum
- Issues
- Topics A-Z