Marketing: Brands and Products
How sporting goods brands compete through marketing strategy, creative execution, and product innovation. SGI Europe tracks campaigns, partnerships, product launches, design decisions, and the brand moves that shift market dynamics and consumer demand.
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Marathon week becomes a mass-market stage for H&M Move
A 5K community run from SoHo opened the launch, as the TCS New York City Marathon expects nearly 60,000 runners on Nov. 1.
Decathlon brings recycled carbon fiber to padel
Decathlon says swapping in recycled carbon cuts the hitting face’s footprint by about 31 percent. Suggested price: €130.
H&M Move launches 2026 ski collection on Nov. 2
Developed again with outdoor agency Grand Studio, the range adds waterproof shells, insulation and avalanche rescue reflectors.
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ASICS cast humans as an endangered species
ASICS campaign: Same ”15-minute” message. Same timing – before World Mental Health Day. A different film each time.
Peloton debuts its first foldable treadmill
The Tread Flex folds, costs $1,100 less than the model it replaces, and comes with a Miley single attached.
Moncler and the city: nostalgia meets Fifth Avenue
A five-day citywide exhibition of Moncler’s New York campaigns opens days before its largest global flagship debuts nearby.
The focus a marathon needs, learned in a monastery
At a monastery above Leh, PUMA photographs the shared discipline of marathon running and monastic life.
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.
BRAND EQUITY
Superfeet expands into workwear, DTC with new products
How the legacy insole brand is deploying five decades of podiatric data to reach new categories, channels, and a younger market.
adidas outranks Nike in Kantar sustainability ranking
Kantar surveys 18,000 consumers across 12 countries; adidas leads all fashion and sportswear entries, Nike places 17th.
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.
Marathon week becomes a mass-market stage for H&M Move
A 5K community run from SoHo opened the launch, as the TCS New York City Marathon expects nearly 60,000 runners on Nov. 1.
Startups to watch: LIGAS, premium yoga made in Poland
LIGAS wants to win Polish premium yoga before global players do, with local production and a bold image as its calling cards.
Meet the challenger: a local racket on Indonesia’s courts
Noble Heist competes with global names on recall, price and community trust, selling via padel clubs.
Columbia launches survival bunker giveaway contest
After a flat-earth bounty and bear-scat beer, the outdoor brand mocks doomsday preppers with a container shelter for “real survivalists and outdoors people”.
How Adidas turned Shanghai into a stage for the 3 Stripes
The Oct. 15 to 18 program at Rojo combined Spring/Summer 2027 runway looks, a Stan Smith residency and a showroom.
About 300 archive Nike pieces go on sale in Tokyo
Wieden+Kennedy Tokyo’s event series returns to its founding client for a fifth edition, with four local dealers supplying stock
Intersport renews Hyrox deal and adds three cities
ntersport extends its Hyrox title partnership through 2027, growing from three to six European races with Dublin, Vienna and Maastricht.
361° becomes apparel partner of Dutch skating federation
All Dutch national skating teams switch to 361°, with short track first in Vancouver and long track following in Beijing.
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