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Nike expects a deeper sales decline in fiscal 2027
Sportswear, Jordan and Greater China all shrank in the quarter, and Nike is cutting supply further to lift full-price sales.
News briefs
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.
Opinion
Collecting data and knowing are not the same thing
Sebastien Willefert’s three-part Playbook column on Nike, Lululemon and On Holding: more data than ever, less knowledge of their customers.
Joma named official shoe of Spanish Padel Federation
The Spanish sportswear brand is now the federation’s official shoe. Neither party has disclosed how long the deal runs.
From comfort to speed: Skechers joins super shoe race
The brand’s first super shoe weighs 5.9 oz in a men’s size 9 and is built for 5K to marathon distances.
Nike expects a deeper sales decline in fiscal 2027
Sportswear, Jordan and Greater China all shrank in the quarter, and Nike is cutting supply further to lift full-price sales.
Nike puts stores and wholesale under one EMEA lead
Alika Nileshwar, who has worked across women’s, kids’ and wholesale, will run strategy for Nike Direct and sales.
Nike wants a race shoe for every runner
Nike says the entry model grew from runner feedback in China and that it tested the price with North American runners.
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.
Lululemon’s peace deal now has an undated board seat
The third director was due Oct. 1 and needs Wilson’s approval. Both sides agreed to the delay and gave no reason.
Columbia Sportswear gives GXO its European distribution hub
Columbia now has logistics provider GXO running its Cambrai, France, hub, the main node for continental Europe.
Garmin acquires muscle oxygen sensor maker Moxy
Moxy, a muscle oxygen sensor maker, has been on Garmin watches since 2015.
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Closing the distance: inside LTP’s clubhouse in Saigon
LTP Group has opened a dedicated development space in Ho Chi Minh City that compresses performance apparel sampling from months to fourteen days.
From comfort to speed: Skechers joins super shoe race
The brand’s first super shoe weighs 5.9 oz in a men’s size 9 and is built for 5K to marathon distances.
Nike wants a race shoe for every runner
Nike says the entry model grew from runner feedback in China and that it tested the price with North American runners.
Finishers launches official race bib resale in France
One marathon cut its no-show rate from 35 percent to 7 percent after Finishers took over bib resale.
Running’s new power formula: Performance, lifestyle and community
Running hit $43 billion in 2025 and is outpacing athletic footwear, but the balance of power is shifting.
Joma named official shoe of Spanish Padel Federation
The Spanish sportswear brand is now the federation’s official shoe. Neither party has disclosed how long the deal runs.
Infront lands table tennis’ global sponsorship rights
An eight-year deal puts Infront in charge of selling sponsorship across table tennis’ top events through 2034.
Padel Galis opens its test court to the trade
Spanish court manufacturer Padel Galis has opened a 550-square-meter showroom and test facility in Silla, near Valencia, inviting startups and industry partners to test products under playing conditions.
Lacoste launches first padel collection
Two racquets, shoes, a bag and apparel. Lacoste is in padel, and the rackets come from a company it already owns.
German DFB: Nike locks out Marc O’Polo too, not only adidas
Nike’s DFB kit deal, worth over €100m a year through 2034, also ends Marc O’Polo’s off-field clothing role from 2027.
Apollo Sports Capital wants in to the NFL
Two senior Apollo Sports Capital executives have publicly declared the firm’s interest in the NFL, although the league’s list of approved private-equity firms has ever only shrunk.
Under Armour, SYZMIK sign flag football headgear deal
SYZMIK will manufacture the soft-shell headgear; Under Armour handles global distribution to consumers and wholesale accounts.
Indian cricket team RCB hits the Milan runway with PUMA
PUMA and designer Dhruv Kapoor turn the kit of IPL champion Royal Challengers Bengaluru into runway jackets.
Oura postpones Nasdaq IPO citing market uncertainty
Oura pulled its Nasdaq listing eight days after launch, with 10-year yields at their highest since 2007.
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.
Technogym launches its first Pilates reformer in the US
Technogym prices its US reformer at $13,670: four times what US retailers quote for professional reformers.
Strava opens Metro academic program for third year
Applications close Oct. 23 for free access to Strava’s cycling and pedestrian dataset, used by over 4,500 city planners.
FESI puts EU policymakers on the pitch
A Brussels tournament mixed Commission staff, brand teams and Younited players, and closed a drive of 1,000+ donated items.
Under Armour folds plant-based UNLESS into UA.com
The plant-based brand it bought in 2024 now sells through Under Armour’s main storefront.
Impact report: VF Corp meets Scope 1 and 2 target early
Scope 1 and 2 are down 69%, but count for about 2% of VF’s footprint. Scope 3 is 39% of the way to target.
Q4 2026 event radar: trade shows and events
15 events for sporting goods, outdoor and winter sports, October to December 2026. Led by ISPO’s debut in Amsterdam, Nov. 3–5.
Intelligence, analysis and advice for the global sporting goods industry.
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