Must-read
The bonfire we’re no longer watching together
The 2026 World Cup reaches six billion people, but fragmented across time zones, devices and platforms. That’s the challenge for every sponsor.
Asics to spin off Onitsuka Tiger
The brand grew 43 percent last year with a 38 percent margin: now it gets its own company.
Frasers bids for all of Hugo Boss
Six months after a boardroom clash, Sports Direct’s parent moves for full control of the German fashion house.
A World Cup boost? German retailers expect little
Germany’s retail federation polled 400 companies: only sports and food retail expect a real impulse from the overseas event
Frasers bids for all of Hugo Boss
Six months after a boardroom clash, Sports Direct’s parent moves for full control of the German fashion house.
The bonfire we’re no longer watching together
The 2026 World Cup reaches six billion people, but fragmented across time zones, devices and platforms. That’s the challenge for every sponsor.
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
Decathlon adds cash refund to festival tent return scheme
The cash-back addition tests whether financial incentives can shift festival disposal behavior at scale.
Two more athletes sue PUMA over carbon-plate shoes
Two more elite sprinters filed suits in Massachusetts, with the same counsel as Abby Steiner. Nike faces a parallel case.
Technogym, World Athletics open RUN X registration
Fitness clubs, universities, hotels and corporate facilities can host qualifiers for the first World Treadmill Championship.
Alibaba named UEFA AI and e-commerce partner
Exclusive AI, cloud and e-commerce rights span Euro 2028 and six seasons of UEFA men’s club competitions.
Asics to spin off Onitsuka Tiger
The brand grew 43 percent last year with a 38 percent margin: now it gets its own company.
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BRAND SPOTLIGHT
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.
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.
Frasers bids for all of Hugo Boss
Six months after a boardroom clash, Sports Direct’s parent moves for full control of the German fashion house.
Asics to spin off Onitsuka Tiger
The brand grew 43 percent last year with a 38 percent margin: now it gets its own company.
Why sports retail is consolidating and fragmenting at once
Nike reversed its DTC strategy. Gresvig and XXL collapsed. Lululemon, Vuori and Arc’teryx built their own channels. The wholesale model is being rewritten from both ends.
Peloton acquires Pilates startup Skōp
The US connected fitness platform adds form-tracking technology to its R&D function as part of a broader turnaround effort.
A World Cup boost? German retailers expect little
Germany’s retail federation polled 400 companies: only sports and food retail expect a real impulse from the overseas event
German sports retail: three models, one outcome still open
What Decathlon, Intersport and Sport 2000 are each building isn’t just store networks. It’s three different theories of what sports retail is for.
Why sports retail is consolidating and fragmenting at once
Nike reversed its DTC strategy. Gresvig and XXL collapsed. Lululemon, Vuori and Arc’teryx built their own channels. The wholesale model is being rewritten from both ends.
adidas takes the World Cup to Nordstrom
The 35-store deal spans eight US host-city markets, with immersive installations in New York and Seattle running through late July.
Decathlon adds cash refund to festival tent return scheme
The cash-back addition tests whether financial incentives can shift festival disposal behavior at scale.
Acid Running launches first womenswear collection
Acid Running launches its first dedicated womenswear range after three years of development and a £1.07m investment round.
adidas launches Climacool System for World Cup 2026
adidas is the first major kit supplier to deploy a systematic thermal management offer across a full tournament squad.
Gymshark partners with Bratz
A four-piece drop, a nostalgia property, and data on female gym discomfort: collaboration as a statement.
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.
Exclusive data: Will Anta’s investment in Puma spark a China revival?
Anta took a 29% stake in Puma at the start of 2026. Can it do for Puma what it did for FILA, Descente and Salomon? Our new report with Hot Pot China unpacks the data.
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.
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
Jens Aage Skare Nielsen confirmed as Rugby Europe CEO
Eight months in, the interim CEO gets the permanent job
Uneekor launches in UK and Europe with new sales team
The AI-powered golf simulator brand appoints EMEA Director of Sales, UK & Ireland Director, and EMEA Supply Chain Manager.
Decathlon adds cash refund to festival tent return scheme
The cash-back addition tests whether financial incentives can shift festival disposal behavior at scale.
Patagonia organic cotton: 30 years on
Patagonia went organic in 1996. The rest of the industry didn’t follow.
Shoes almost never get recycled. Here’s the data.
The first large-scale material analysis of European post-consumer footwear finds adhesives, black pigments, and missing pairs are the real obstacles to recycling.
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.
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.
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.
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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