Must-read
Asian tennis athletes are no longer the backup option
Once an afterthought, Asian stars like China’s Zheng Qinwen now command top sponsorship dollars, rewriting who brands back.
Paris court fines Shein over Lacoste logo imitations
A Paris court fined Shein and banned crocodile-logo imitations EU-wide - faster than France’s fast-fashion law ever has.
Case study: how Xtep turned Saucony into a profit engine
A $61 million China buyout turned a break-even brand into a fast-growing profit engine
Mizuno enters esports with athlete-led gaming gear
Mizuno is applying decades of sports-conditioning expertise to a category built around sitting athletes.
Impact of sports: Sporting Goods brands are missing their biggest opportunity
Stop treating social purpose as a campaign. Start anchoring it in the company’s own objectives, says the MD of the Laureus Sport for Good Foundation Germany, Austria in our interview.
Why sport is Europe’s most underutilised social policy tool
The Sporting Goods industry generates billions in annual revenue, but according to FESI its most important contribution may be one that never shows up in trade statistics.
Helping people feel better is becoming the sports industry’s greatest growth opportunity
Brand strategist Fredrik Ekström argues that the sports and outdoor industry’s greatest growth opportunity lies not in helping existing consumers perform better, but in helping millions of new consumers feel better through movement, connection and nature.
Half the story: low coverage of women in sport isn’t just a fairness issue
85 percent of sports coverage still goes to men. Here’s why that’s a structural and a business problem, not just a fairness one.
Paris court fines Shein over Lacoste logo imitations
A Paris court fined Shein and banned crocodile-logo imitations EU-wide - faster than France’s fast-fashion law ever has.
FP Movement, ASICS launch debut footwear collaboration
ASICS’ first joint run-tennis release uses a lifestyle brand to extend beyond performance retail.
World Cup broadcast records mask a bigger social audience
Broadcast records in Canada and the US run alongside a larger, harder-to-monetize creator viewing base.
Same name, no relation: two Fischers team up in ski jumping
Austrian ski maker Fischer Sports and German fastening group fischer share a surname but not ownership: now they share a ski jumping deal through 2030.
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Case study: how Xtep turned Saucony into a profit engine
A $61 million China buyout turned a break-even brand into a fast-growing profit engine
PARTNER CONTENT
The industry’s new benchmark for excellence: ISPO Awards 2026
With renewed ambition, the ISPO Awards step onto the world stage in 2026. Entries are now open.
The Slazenger brand revival is a 43-minute comedy film
Yes, comedy. Slazenger’s answer to decades of decline is a 43-minute film starring its 23-year-old creative director.
Kostyuk reaches Wimbledon quarterfinal in Wilson dress
Her second Wilson dress sold out in days. Now Marta Kostyuk has matched it with her first Wimbledon quarterfinal.
Djokovic joins General Atlantic as strategic advisor
The $126 billion firm hired Djokovic to co-invest in sport and health deals. He will also bring his voice to tennis’s governance debate.
H&M MOVE sells the scent of tennis season
Court Line pairs activewear with fragrance in a launch that treats tennis season as a full sensory lifestyle concept.
Case study: how Xtep turned Saucony into a profit engine
A $61 million China buyout turned a break-even brand into a fast-growing profit engine
French retailer i-Run buys Belgian chain Trakks
The PE-backed French running retailer’s purchase of the Belgian chain marks its first physical stores outside its home market.
Media firm Versant buys simulator firm Full Swing
Versant Media, parent of Golf Channel, pays $530 million for Full Swing, the tech behind TGL and Tiger Woods’ at-home simulator.
Physical inactivity 2026: The cost of standing still
The WEF puts $169 billion of sporting goods revenue at risk from rising inactivity, and the WHO’s 2026 milestone will pass unmet. Our Impact of Sports Special gathers the new evidence and the people working on the problem, from Brussels to the brands.
Spain regulator OKs Decathlon-Intersport deal, conditions apply
Spain’s competition watchdog says Decathlon could still face a political veto over the Canary Islands deal.
Decathlon opens first European airport store, in Geneva
The retailer swaps big-box format for a 150sqm travel-hub concept with round-the-clock lockers.
Footasylum warehouse robots arrive with no capital cost
The retailer’s new automated warehouse runs on a pay-as-you-go model from AutoStore distributor THG Fulfil, live this September.
Beyond the sale: could product care be retail’s next edge?
German startup RefresherBoxx began as a hobby fix for founder Chang’s running shoes before winning a Retail Beats award.
Mizuno enters esports with athlete-led gaming gear
Mizuno is applying decades of sports-conditioning expertise to a category built around sitting athletes.
FP Movement, ASICS launch debut footwear collaboration
ASICS’ first joint run-tennis release uses a lifestyle brand to extend beyond performance retail.
Same name, no relation: two Fischers team up in ski jumping
Austrian ski maker Fischer Sports and German fastening group fischer share a surname but not ownership: now they share a ski jumping deal through 2030.
Inside Saucony’s marketing: community, not celebrity
Run as One, The Maze and Hood to Coast China’s Victory Team share one message: community over podiums
Gravel running becomes brands’ new growth strategy
Salomon describes gravel as a gateway to new consumers, and Nike, Craft and HOKA are following it into the category.
BYD in F1: The athleisure and merchandise opportunity
For decades, Chinese factories made the world’s sports gear and kept only the processing fees. BYD in F1 could change that.
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.
adidas names Mayer GM Central Europe
Claus-Peter Mayer succeeds Marina Mogus effective September 1; Olivier Gianina takes Southern Europe from August 1.
WHOOP hires Nike’s former CMO as members pass 3 million
The wearable brand poaches Nike’s marketing chief just as its membership crosses a major milestone.
Slovenian ski maker Elan names Žiga Schmidt interim director
Leon Korošec departs Slovenian ski manufacturer Elan after 25 years to become state secretary at Slovenia’s economy ministry.
Zumiez CFO Christopher Work to step down after 19 years
Zumiez’s longtime finance chief is exiting as the retailer launches a search for his successor.
Impact of sports: Sporting Goods brands are missing their biggest opportunity
Stop treating social purpose as a campaign. Start anchoring it in the company’s own objectives, says the MD of the Laureus Sport for Good Foundation Germany, Austria in our interview.
Why sport is Europe’s most underutilised social policy tool
The Sporting Goods industry generates billions in annual revenue, but according to FESI its most important contribution may be one that never shows up in trade statistics.
Helping people feel better is becoming the sports industry’s greatest growth opportunity
Brand strategist Fredrik Ekström argues that the sports and outdoor industry’s greatest growth opportunity lies not in helping existing consumers perform better, but in helping millions of new consumers feel better through movement, connection and nature.
Half the story: low coverage of women in sport isn’t just a fairness issue
85 percent of sports coverage still goes to men. Here’s why that’s a structural and a business problem, not just a fairness one.
Media firm Versant buys simulator firm Full Swing
Versant Media, parent of Golf Channel, pays $530 million for Full Swing, the tech behind TGL and Tiger Woods’ at-home simulator.
Prediction markets – The legal war
A federal appeals court backed Kalshi in April, but Ohio, Nevada and Massachusetts have sided with states seeking to ban it.
StockX spreads as it melts
StockX built its business on item-by-item authentication. Three new programs are now eroding that premise.
When legal advice becomes a self-service product
adidas’s Josef deployment shows how AI legal tools shift compliance from document production to behavioral insight.
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.
Whoop wins FDA closeout on blood pressure feature
The FDA dropped its 2025 enforcement action after Whoop modified its interface and the agency updated its wellness guidance.
UK: adidas, Uniqlo and CK ads banned for greenwashing
The UK advertising regulator banned Google ads from adidas, Uniqlo and Calvin Klein for unsubstantiated recycled material claims.
Gildan faces class action probes after short-seller report
Levi & Korsinsky, Kalloghlian Myers and Howard G. Smith open investigations after Gildan shares drop 18.8%
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
Intelligence, analysis and advice for the global sporting goods industry.
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