Must-read
News briefs
Breaking news: On enters football with Mbappé
On names Thierry Henry Director of Football and expands Sydney Schertenleib’s role as it enters team sports for the first time.
News briefs
Amer Sports lifts Q3 revenue growth guidance to 22%
The upgrade landed a day before Amer Sports’ investor day in France, where Salomon took center stage.
Analysis
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.
Breaking news: On enters football with Mbappé
On names Thierry Henry Director of Football and expands Sydney Schertenleib’s role as it enters team sports for the first time.
Amer Sports lifts Q3 revenue growth guidance to 22%
The upgrade landed a day before Amer Sports’ investor day in France, where Salomon took center stage.
Adidas cuts a tech hub in India it built five years ago
Adidas India Tech Cuts: Digital Build-Out Strategy Under Review
Noto Group answers sporting goods two-way talent demand
New UK partners let the firm serve outbound demand from US sporting goods brands, not just inbound demand from Europe.
2030 Winter Olympics names interim chief after exodus
Vincent Roberti, already the committee’s Director General, now doubles as interim president after a run of senior exits.
Hugo Boss names Frasers chief Michael Murray chairman
Ashley’s retailer secured the Hugo Boss chair days after ousting its previous head, without completing a takeover.
Nike looks to luxury for board expertise
Arnault, deputy CEO of Moët Hennessy, joins Nike’s board after leadership roles at Tiffany & Co and Rimowa.
SPORT 2000 renames SNEAKER FORCE as SPORTSTYLE EXPERTS
The naming change reveals how SPORT 2000 is repositioning a niche retailer group for broader category growth.
H1 26: Golden Goose absorbs cost to deepen its DTC edge
New store formats and retail concepts add cost as HSG and Temasek settle into Golden Goose’s ownership structure
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Castore reportedly explores sale a decade after launch
JPMorgan is canvassing buyers for the brand Andy Murray backs, with interest from China among the approaches.
NGE fitness expands beyond UK Decathlon marketplace
A year after joining Decathlon’s UK marketplace, Northern Gym Equipment has expanded to 300+ listings and entered selected stores.
Castore at 10: From challenger to the global stage
Castore turns 10 this month, having expanded into F1, football, rugby, cricket, golf and heritage lifestyle brands.
The challenger hires the expert: GOFLUO taps John Zopfi
John Zopfi spent decades building wholesale networks for Patagonia and 7mesh. Now he is taking that playbook to the visibility Belgian challenger brand.
Running State of Play 2026
Nearly a third of runners started during the pandemic, motivated by health not competition – they are reshaping the sport
PARTNER CONTENT
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.
Breaking news: On enters football with Mbappé
On names Thierry Henry Director of Football and expands Sydney Schertenleib’s role as it enters team sports for the first time.
Amer Sports lifts Q3 revenue growth guidance to 22%
The upgrade landed a day before Amer Sports’ investor day in France, where Salomon took center stage.
Hugo Boss names Frasers chief Michael Murray chairman
Ashley’s retailer secured the Hugo Boss chair days after ousting its previous head, without completing a takeover.
H1 26: Golden Goose absorbs cost to deepen its DTC edge
New store formats and retail concepts add cost as HSG and Temasek settle into Golden Goose’s ownership structure
SPORT 2000 renames SNEAKER FORCE as SPORTSTYLE EXPERTS
The naming change reveals how SPORT 2000 is repositioning a niche retailer group for broader category growth.
Can Wero turn European ambition into European adoption?
Decathlon Germany’s digital chief tells SGIE how Wero’s first weeks at checkout are going, and where adoption still falls short.
Decathlon brings kids’ gear to FirstCry in India
Decathlon gains access to FirstCry’s 25 million registered users across India’s metro and smaller cities.
Sport 2000 opens 22nd Absolute Run store
The new Heerenveen store trades a general assortment for a running track, gait analysis and one focus: running.
Nike gives Caitlin Clark her own signature shoe
The Caitlin 1 arrives with an 18-piece apparel line as Nike defends its lead in women’s basketball footwear.
Jordan Brand steps into strength equipment
The Jumpman logo lands on dumbbells and squat racks as Jordan Brand opens a new hardware chapter.
Brooks named Premier League’s Palace footwear partner
The multi-year deal puts Brooks branding on Crystal Palace’s training and matchday apparel, plus displays at Selhurst Park.
New Apple Watch ties in with US bloodwork lab
Apple has partnered with US lab-testing firm Quest Diagnostics to let users order at-home tests via the Health app for $119.
APAC football fandom is massive. Merch sales are not.
The fandom is real. The conversion model most European clubs use in APAC is not built for the region.
Brands race to catch the run clubs’ wave
Running clubs surge across Asia and in cities worldwide, turning what was once solitary exercise into a collective ritual of reconnection and belonging.
US women’s sports audience and ad spend are booming
US audiences watched 46 billion minutes of women’s sports in 2025, while brands poured in record ad dollars, per Nielsen.
Running footwear sales climb 13% as US market stalls
US footwear sales inched up 1 percent in H1 2026, but running shoes grew 13 times faster.
Adidas cuts a tech hub in India it built five years ago
Adidas India Tech Cuts: Digital Build-Out Strategy Under Review
“Simplify to amplify”: Under Armour’s race to win runners
SGIE in conversation with UA on cutting the range and finding the runner.
adidas marketing ops VP Jochen Denninger dies at 57
Jochen Denninger, adidas Vice President of Marketing Operations since 2024, died on August 23 after 29 years with the brand.
Lululemon comms chief Bill Chandler exits Sept. 4
Chandler’s exit follows Lululemon’s AI chief and strategy chief departures ahead of O’Neill’s Sept. 8 CEO start.
Udinese Calcio pilots UEFA sustainability framework
A Serie A club is using UEFA’s sustainability manual and emissions calculator to show concrete results, not just plans.
TrusTrace lets brands ask their supply chain questions
The Stockholm company’s new tool uses AI to answer natural-language questions and surface compliance gaps as they emerge.
UTMB 2026: the access model and the backlash against it
Formula 1 sells the feeling of access. Paddock passes cost five figures. UTMB gives it free. In the street.
Adidas apology puts its own accountability on trial
The company distanced its global brand from a local team’s choices, and that line is now the story.
New Apple Watch ties in with US bloodwork lab
Apple has partnered with US lab-testing firm Quest Diagnostics to let users order at-home tests via the Health app for $119.
CASE STUDY: Inside Anta’s AI365 strategy
Anta built its own AI models and deployed them across design, retail and operations, at scale.
Ahotu partners with URUNN to close the race-to-training gap
Ahotu’s race finder feeds into URUNN, the running app from Olympic champion Mo Farah, turning a race pick into a personal plan.
After ad-business recovery, X introduces card payments
Sport has gotten X back in with advertisers. X Money is a different story.
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.
Alo Jewelry wins China trademark case against Alo Yoga
Alo Yoga has filed similar challenges against several other marks it considers close to its own, with mixed results so far.
PPWR: blessing or curse for sporting goods industry?
WFSGI and FESI legal counsel Dr. Jochen M. Schaefer asks whether Brussels’ packaging overhaul helps or harms the industry.
Gymshark sued over hidden influencer marketing
A New York lawsuit says Gymshark’s influencer army hid its paid endorsements behind buried hashtags and exclusive contracts.
Nike hit with $7.5m-plus gender pay-bias verdict
A class action got thrown out. One female employee still won $7.5m-plus from a jury.
Intelligence, analysis and advice for the global sporting goods industry.
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