Must-read
The paddock is the new pitch: adidas moves in, Nike watches
The confirmed three-year deal, effective 2027, gives adidas three top-tier F1 teams and sharpens the question of Nike’s continued paddock absence.
Q1: Lululemon’s 4% growth hides a 37% profit collapse
China grew 30%, America shrank 3%, and a new CEO inherits the gap between them.
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.
The paddock is the new pitch: adidas moves in, Nike watches
The confirmed three-year deal, effective 2027, gives adidas three top-tier F1 teams and sharpens the question of Nike’s continued paddock absence.
Scotland’s back: JD Sports celebrates with adidas
JD Sports and adidas celebrate Scotland’s first World Cup in 28 years with a campaign fronted by Ally McCoist and current squad stars.
Jens Aage Skare Nielsen confirmed as Rugby Europe CEO
Eight months in, the interim CEO gets the permanent job
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.
ZUMIEZ Q1 2026: Europe outperforms as North America slows
Zumiez’s struggling European business just became its best-performing region — right as the US consumer hit the brakes.
World Cup 2026: big event, small economic impact?
A new Goldman Sachs research note challenges FIFA’s $17 billion GDP forecast for the 2026 World Cup.
Q1: Lululemon’s 4% growth hides a 37% profit collapse
China grew 30%, America shrank 3%, and a new CEO inherits the gap between them.
Snipes unites Nike, adidas and Puma in World Cup film
Built around players whose identities cross borders, the campaign says more about Snipes’ customer than about football.
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.
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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 paddock is the new pitch: adidas moves in, Nike watches
The confirmed three-year deal, effective 2027, gives adidas three top-tier F1 teams and sharpens the question of Nike’s continued paddock absence.
ZUMIEZ Q1 2026: Europe outperforms as North America slows
Zumiez’s struggling European business just became its best-performing region — right as the US consumer hit the brakes.
Q1: Lululemon’s 4% growth hides a 37% profit collapse
China grew 30%, America shrank 3%, and a new CEO inherits the gap between them.
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.
Scotland’s back: JD Sports celebrates with adidas
JD Sports and adidas celebrate Scotland’s first World Cup in 28 years with a campaign fronted by Ally McCoist and current squad stars.
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
Scotland’s back: JD Sports celebrates with adidas
JD Sports and adidas celebrate Scotland’s first World Cup in 28 years with a campaign fronted by Ally McCoist and current squad stars.
Snipes unites Nike, adidas and Puma in World Cup film
Built around players whose identities cross borders, the campaign says more about Snipes’ customer than about football.
Hyrox and World Gym in three-year APAC deal
Hyrox’s biggest APAC deal to date lands in Taiwan: a market of 500,000 gym members and 140 clubs, with Thailand lined up next.
Skechers signs Radamel Falcao and family
Falcao family deal spans boots, lifestyle, as Latin America ambassadors
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.
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.
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.
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.
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.
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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