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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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Versace and Onitsuka Tiger debut footwear collab
The TAI-CHI Sakura drops this Thursday – and shows how far Japan’s heritage sneaker brand has traveled from the track.
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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.
A 9-year-old co-wrote Decathlon’s new campaign
Decathlon worked with London agency AMV BBDO and a 9-year-old on a new European campaign built around the emotional power of sporting firsts.
Stone Island opens Naples flagship with city film
The Italian brand pairs its first Naples store with a short film tracing 40 years of community ties to the city’s Resina vintage market.
ASICS offers funded trail adventure to two runners
Two runners in France, Spain, UK and Germany can win a fully funded trail trip. Applications close March 19.
Adidas only sporting goods name at FIFA 2026
With all global slots filled and record revenue set, adidas is the only sporting goods brand in FIFA’s 2026 commercial line-up.
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.
Sleep tech brand Eight Sleep joins IRONMAN Europe
The US sleep tech brand will activate at IRONMAN Europe races as the organizer expands its partner portfolio beyond traditional triathlon categories.
Adidas brings Trefoil back to World Cup
The Originals logo returns to World Cup federation kits for the first time since 1990, covering 25 partner nations including 13 qualified sides.
Nike signs Olympic figure skater Alysa Liu
20-year-old US gold medalist Alysa Liu joins Nike, anchoring a campaign and capsule collection targeting Gen-Z at the intersection of sport and streetwear.
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.
Stone Island opens Naples flagship with city film
The Italian brand pairs its first Naples store with a short film tracing 40 years of community ties to the city’s Resina vintage market.
Adidas UEFA Champions League deal under threat
UEFA’s commercial arm has launched a formal tender for the Champions League match ball from 2027–28, with Puma and Nike among the potential challengers to Adidas.
New Balance locks in long-term Patriots deal
The Boston brand secures exclusive footwear and apparel rights, plus naming rights on a new 160,000 square foot training center in Foxborough.
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.
ASICS offers funded trail adventure to two runners
Two runners in France, Spain, UK and Germany can win a fully funded trail trip. Applications close March 19.
McLaren to launch golf equipment brand
The motorsport and supercar group targets premium golf equipment, with a dedicated CEO in place and a full product reveal set for April 29.
BRAND EQUITY
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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