Must-read
Meet the Challenger: Joma
Joma has crossed €200 million while refusing to enter lifestyle - a constraint it calls a competitive asset.
When Messi scores, the brand machine fires
A hat-trick against Algeria also activated adidas, Dick’s and a commercial system already in place.
ASICS plants its lab in France
ASICS establishes its European Institute of Sport Science, with HumanFab as its first research partner for tennis biomechanics.
When Messi scores, the brand machine fires
A hat-trick against Algeria also activated adidas, Dick’s and a commercial system already in place.
Decathlon seeds ownership across the workforce
Decathlon Seed offers €2,000 in free shares to eligible staff worldwide, with a three-year vesting period.
Gildan’s growth story meets an activist short seller
Activist short seller Jehoshaphat Research alleges channel stuffing, a $510m inventory overhang, and governance red flags
No-premium Frasers bid tests Accent shareholders
Frasers priced its Accent bid at no premium. The market promptly traded the stock above it.
ASICS plants its lab in France
ASICS establishes its European Institute of Sport Science, with HumanFab as its first research partner for tennis biomechanics.
Meet the Challenger: Joma
Joma has crossed €200 million while refusing to enter lifestyle - a constraint it calls a competitive asset.
HSBC sees Anta turning PUMA’s China story around
HSBC upgrades PUMA to Buy with a €35 target, arguing the market underestimates Anta Sports’ ability to unlock growth in China.
Salomon’s growth paradox: bigger and greener?
In its 2025 Impact Report, Salomon discloses a 31% revenue surge and a 16% carbon increase in the same year. Its own targets say that’s not good enough.
World Cup 2026 breaks broadcast records in its first week
The 2026 World Cup is reaching consumers at scale not seen since 2018. Five markets, five days, one clear signal for brands.
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FitnessBusiness intelligence on the fitness economy: gyms, studios, connected platforms, tech adoption, and trends driving sporting goods demand. Explore Fitness Coverage → |
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Sports ParticipationWhich activities are growing or declining: participation trends, sports and hybrid formats, and behavioral shifts that drive sporting goods demand. Explore Sports Participation → |
Meet the ChallengersTracking challengers shifting market dynamics through product innovation, community growth, and category disruption. From A as Alo to V as Vuori. Explore Challenger Brands → |
Tersus CEO Whitcomb: resale runs on economics, not mandates
Peter Whitcomb on why brands now come to Tersus with their CFO, not their sustainability tea
PARTNER CONTENT
ISPO launches Leaders Summit with €3 million investment programme
The ISPO Leaders Summit will open ISPO 2026 on 3 November in Amsterdam, convening a senior audience of C-suite executives, policymakers and industry leaders from across the global sport, outdoor and winter market.
Gildan’s growth story meets an activist short seller
Activist short seller Jehoshaphat Research alleges channel stuffing, a $510m inventory overhang, and governance red flags
No-premium Frasers bid tests Accent shareholders
Frasers priced its Accent bid at no premium. The market promptly traded the stock above it.
ASICS plants its lab in France
ASICS establishes its European Institute of Sport Science, with HumanFab as its first research partner for tennis biomechanics.
Meet the Challenger: Joma
Joma has crossed €200 million while refusing to enter lifestyle - a constraint it calls a competitive asset.
Sport 2000 turns 60. Expertise as competitive strategy
Six decades on, Sport 2000 sharpens its case for specialist sports retail with new formats and a clearer brand identity.
One in five Hervis stores to close in 2026
Austria’s Hervis is closing 17 stores and has sold all 43 international locations — six months after new owners took over.
India’s Reebok revival: 210 stores and counting
Reebok’s India sales have roughly doubled in three years, and the franchise model behind it is a template others are watching
Shoptalk Europe 2026 wrap-up: AI and agentic commerce
The Barcelona event drew 4,500 leaders. Key takeaways on AI adoption, consumer trust and discovery-led commerce.
Meet the Challenger: Joma
Joma has crossed €200 million while refusing to enter lifestyle - a constraint it calls a competitive asset.
The challenger brand that dressed the World Cup’s best story
Behind Bosnia and Herzegovina’s blue shirt is a brand most of the world cannot name. It is also the fourth-biggest kit supplier at this World Cup: meet Kelme.
Lululemon launches video podcast series in China
The brand’s first video podcast lands on Bilibili, not YouTube. The market choice says more than the format.
Real Madrid renews adidas and Emirates deals
The adidas kit deal runs to 2034 and the Emirates shirt sponsorship to 2031, with both covering women’s and basketball teams.
Dressed to the Nine (iron)
South Korea buys nearly half the world’s golf fashion: a $4 billion market powered by women, status and lifestyle wear.
Rugby State of Play 2026
Rugby’s recovery is led by pre-teens and women. Brands still targeting adult club rugby are on the wrong side of the demand curve.
Swipe left, buy Local: the Douyin athleisure takeover
Grandparents with 34 million Douyin followers, a $910 billion silver economy, and a guochao generation rewriting who buys local activewear, and why.
Record numbers. New players. The soccer boom in the US is already here.
SFIA data shows U.S. soccer at peak participation, driven by Hispanic growth, female re-engagement, and millennials.
Decathlon seeds ownership across the workforce
Decathlon Seed offers €2,000 in free shares to eligible staff worldwide, with a three-year vesting period.
Tersus CEO Whitcomb: resale runs on economics, not mandates
Peter Whitcomb on why brands now come to Tersus with their CFO, not their sustainability tea
Footasylum CFO Nick Scott steps down
The UK sportswear retailer says Scott leaves “to pursue new ambitions”; the search for a permanent successor is underway
Intersport adds a fourth C-suite seat
Intersport creates Chief Strategic Brands Partnership Officer role as its executive team grows to four
Salomon’s growth paradox: bigger and greener?
In its 2025 Impact Report, Salomon discloses a 31% revenue surge and a 16% carbon increase in the same year. Its own targets say that’s not good enough.
Tersus CEO Whitcomb: resale runs on economics, not mandates
Peter Whitcomb on why brands now come to Tersus with their CFO, not their sustainability tea
Lululemon backs a renewable energy fund for China
Lululemon commits capital to wind and solar in China, targeting full renewable coverage across its supplier network by 2030.
Decathlon adds cash refund to festival tent return scheme
The cash-back addition tests whether financial incentives can shift festival disposal behavior at scale.
Agassi’s venture signs Jannik Sinner’s coach
The coach of Agassi, Sinner and Halep will support Agassi Intelligence, the AI coaching platform ASE is developing with IBM.
What Taiwan’s fitness diplomacy tells the industry
Taiwan is using the health and fitness economy as a channel for economic diplomacy, and the sporting goods industry should take note.
Oura: small ring, large ambitions
Ring 5 launch: the biggest media push in Oura’s history is also its most strategic.
WTA names Accenture technology partner
Multi-year deal covers digital platform development, AI integration, audience growth and live event experience — starting with the WTA Player Zone.
Hainan duty-free partners with Lululemon
The Hainan duty-free retailer is expanding a sports portfolio that now includes Lululemon, Salomon, Under Armour, adidas and Nike.
Nike may pocket the tariff refund. Consumers want it back.
Footwear giant raised prices by up to $10 to offset $1bn in import costs. Now the tariffs are gone — and so is its commitment to refund shoppers.
Trump tariff refunds: are you in the queue?
$127 billion enters the queue — but not all at once
US Customs race to build IEEPA tariff refund system
Around 330,000 US importers await refunds on $166bn in IEEPA tariffs as CBP builds a new processing system under court supervision.
Gildan’s growth story meets an activist short seller
Activist short seller Jehoshaphat Research alleges channel stuffing, a $510m inventory overhang, and governance red flags
Spain to tighten borders to low-value foreign e-commerce
New measures target platforms like Shein and Temu, aligning with EU policy whilst introducing additional scrutiny.
Adidas probes partner data breach
Criminals claim 815,000 rows of data stolen from an Adidas extranet via a martial arts products licensee.
Nike probed in the US for bias against white employees
Federal regulators claim diversity programs discriminated against white employees, challenging past corporate DEI practices.
Intelligence, analysis and advice for the global sporting goods industry.
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