Consumer

• Ironman aims to increase female participation in triathlons

  22 April 2025By SGI Europe Editorial Team

  Ironman has released new survey results that highlight areas of opportunity for the sport of triathlon.

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  ASMAS CEO Peter Bruggmann: "The private, independent sports shops are a key feature of the Swiss market"

  6 April 2025By Mattias Björklund

  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.

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  How sporting goods and fitness brands can leverage sports trends to strengthen brand equity

  18 March 2025Sponsored by Redtorch

  The Global Sports Properties 2025 report highlights key momentum drivers offering brands a roadmap to remain relevant in an evolving market. 

More Market Statistics

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  World Athletics gains top spot in social media engagement, suggests new report

  6 April 2025By SGI Europe Editorial Team

  World Athletics has reached the top of the “SportOnSocial International Federations 2025 Report” by Redtorch.

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  European padel on the rise by yet another measure

  17 March 2025By Pedro Rodríguez

  Have the Swedes gone cold?

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  A balancing act for the industry – WFSGI and McKinsey report of 2025

  4 March 2025By Mattias Björklund

  The report identifies physical inactivity as a market with potential for sporting goods companies.

More Trends

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  Tariffs and more from the US Treasury’s perspective

  20 March 2025By Pedro Rodríguez

  April 2 is the day the US will introduce “reciprocal” tariffs on allies and adversaries alike.

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  Hanesbrands supports the homeless in the US for the 15th time

  16 December 2024By Mattias Björklund

  The Hanes for Good program is celebrating its 15th year of helping the homeless.

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  The New Creative Collectives: a strategic shift in outdoor and sports culture

  21 October 2024By Fredrik Ekström

  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.

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  From Fandom to Fundom: transforming brand engagement

  21 October 2024By Fredrik Ekström

  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.

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  Trailfulness: Embracing mental well-being as a strategic imperative in the outdoor industry

  21 October 2024By Fredrik Ekström

  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”.

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  Brand activism: The strategic imperative of “what” over “why”

  21 October 2024By Fredrik Ekström

  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”.

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