Must-read
Li-Ning signs Curry. The game changes. Our analysis.
A $400m+ deal with Stephen Curry caps a multi-year push by Li-Ning to break out of China. Here’s what the strategy actually looks like.
The brands skipping the World Cup on purpose
Castore and Macron have no shirt at the 2026 World Cup. That is not a gap in their strategy. It is the strategy.
Two out of three demands accepted but it’s no deal
The drag activist agrees to two of Patagonia’s three demands, but refusing the third keeps the lawsuit alive into Pride month.
PUMA’s biggest World Cup kit roster in 20 years
The Herzogenaurach brand holds the deepest African kit portfolio at the tournament.
Afydad reelects De la Dehasa
The Spanish sport industry association’s president ran unopposed for the third time, matching the pattern of 2018 and 2022.
The brands skipping the World Cup on purpose
Castore and Macron have no shirt at the 2026 World Cup. That is not a gap in their strategy. It is the strategy.
Two out of three demands accepted but it’s no deal
The drag activist agrees to two of Patagonia’s three demands, but refusing the third keeps the lawsuit alive into Pride month.
FIFA launches female health and performance project
FIFA releases 30 peer-reviewed modules for its 211 member associations covering female physiology, nutrition, injury prevention and reproductive health.
SportsShoes.com signs YETI as UK retail partner
The Bradford-based retailer with £93.3m turnover adds YETI coolers, drinkware, and bags to its 150-brand running and outdoor roster
Asics and Montana Sport to end distribution agreement
The Swiss handover reflects Asics’s broader push toward a 40% direct-to-consumer ratio in Europe
Li-Ning signs Curry. The game changes. Our analysis.
A $400m+ deal with Stephen Curry caps a multi-year push by Li-Ning to break out of China. Here’s what the strategy actually looks like.
Sports Direct launches World Cup 2026 retro campaign
Sports Direct banks on retro shirts and nostalgia to win the FIFA World Cup 2026 retail window
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Worldly’s Chief Strategy Officer in conversation with SGIE
Worldly’s CSO changed careers to fix an industry. Several acquisitions later, he says the urgency is greater than ever.
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.
The brands skipping the World Cup on purpose
Castore and Macron have no shirt at the 2026 World Cup. That is not a gap in their strategy. It is the strategy.
Reebok’s China reset, take two
ABG targets 200 stores and $1 billion in annual China sales by 2036 with an operator incorporated in 2025
European sports retail 2025: the top five in review
Vertical integration compounds. Specialist cooperatives hold. Fashion footwear exposure bites. Retail is sorting by structural logic.
Foot Locker US comps rise 6% in DICK’S first full quarter post-deal
The Foot Locker banner edged ahead of DICK’S own core result: a 6.4% comp the market did not expect this early.
SportsShoes.com signs YETI as UK retail partner
The Bradford-based retailer with £93.3m turnover adds YETI coolers, drinkware, and bags to its 150-brand running and outdoor roster
Asics and Montana Sport to end distribution agreement
The Swiss handover reflects Asics’s broader push toward a 40% direct-to-consumer ratio in Europe
Sports Direct launches World Cup 2026 retro campaign
Sports Direct banks on retro shirts and nostalgia to win the FIFA World Cup 2026 retail window
Sports Direct opens first Nordic store in Helsinki
Frasers Group launches a 30,000 sq. ft store in Helsinki – its first Sports Direct in the region since acquiring XXL in 2025.
PUMA’s biggest World Cup kit roster in 20 years
The Herzogenaurach brand holds the deepest African kit portfolio at the tournament.
Li-Ning signs Curry. The game changes. Our analysis.
A $400m+ deal with Stephen Curry caps a multi-year push by Li-Ning to break out of China. Here’s what the strategy actually looks like.
Sports Direct launches World Cup 2026 retro campaign
Sports Direct banks on retro shirts and nostalgia to win the FIFA World Cup 2026 retail window
Oura: small ring, large ambitions
Ring 5 launch: the biggest media push in Oura’s history is also its most strategic.
Female participation reorders the US golf market
Female on-course participation in the US hit a record 8.1 million in 2025 — surpassing a 2006 peak that stood for nearly two decades.
Fan price-squeeze index
The NFL earns $433 million per franchise in national revenue while fans pay up to $1,500 for access, and 87% report frustration.
Sport, the churn reducer
Fragmentation, $935–$1,500 NFL seasons, and a rights market 150 times more expensive than Friends: streaming’s sports bet explained.
Golf: The 2026 State of Play
The 9-hole round, screen golf and digital apps are rewriting the rulebook on who plays golf and how.
Lenzing promotes COO Kasperkovitz to CEO
Austrian cellulose fiber group returns to profit and bets on internal succession to hold its recovery course
INTERSPORT Schweiz lands top employer ranking
Culture as a retention tool: Intersport Schweiz joins Switzerland’s top-rated employers.
Haglöfs appoints global wholesale director
The Swedish outdoor brand hires a Peak Performance executive to strengthen wholesale and direct-to-consumer coordination.
Lululemon settles proxy fight with Chip Wilson
The founder wins board representation. Lululemon wins silence. The deal is narrower than it looks.
FIFA launches female health and performance project
FIFA releases 30 peer-reviewed modules for its 211 member associations covering female physiology, nutrition, injury prevention and reproductive health.
Sport, not concrete, is building tomorrow’s cities
The IOC is deploying sport as urban policy, backed by UN Agenda 2030, across four cities on three continents.
Worldly’s Chief Strategy Officer in conversation with SGIE
Worldly’s CSO changed careers to fix an industry. Several acquisitions later, he says the urgency is greater than ever.
Decathlon, Arc’teryx join call for resale and repair tax cuts
Brands have built the circular infrastructure. Now they’re arguing the tax system is what prevents it from scaling.
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.
Strava’s most-uploaded sport type gets rebuilt
Strava’s strength update includes muscle maps, a workout log, and integrations with Garmin, WHOOP, Fitbod and 11 other partners.
Amazon goes agentic, for customers and retailers alike
Amazon licenses the architecture behind its own shopping AI to competing retailers, deepening its infrastructure role across e-commerce.
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.
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.
Nike pays Thai workers after five years
After nearly five years of advocacy, Nike agrees to compensate 3,300 Thai factory workers who were allegedly coerced into unpaid leave during the pandemic.
Intelligence, analysis and advice for the global sporting goods industry.
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