Must-read
Salomon names K-pop star Jisoo global brand ambassador
Footwear and apparel now account for two-thirds of Salomon’s outdoor revenue. Jisoo is the face of a shift already well under way.
Patagonia v. Pattie Gonia: Could the evidence backfire?
Patagonia filed a lawsuit to protect its brand. Do its own exhibits contradict claims about the damage associations with the drag queen cause?
Wayne Rooney, a skull, and St. George’s flag
England’s former all-time scorer swaps the pitch for the stage in a World Cup campaign film that reaches back to the Bard.
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.
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.
Lidl’s Crivit adds a second elite ambassador
Following Steffi Graf, Lidl adds Giroud to Crivit’s ambassador roster — a second high-profile signing for its house sportswear label in 2026.
Worldly’s Chief Strategy Officer in conversation with SGIE
Worldly’s co-founder changed careers to fix an industry. Several acquisitions later, he says the urgency is greater than ever.
adidas, Kith and Messi launched joint football capsule
A jersey-to-suit capsule drops May 29, anchored by Messi’s 20-year international career and Kith’s 15th anniversary.
Joma renews Spain rugby kit deal for third time
Spanish sportswear brand Joma extends its technical kit supply agreement with the Federación Española de Rugby, first signed in 2016
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.
Haglöfs appoints global wholesale director
The Swedish outdoor brand hires a Peak Performance executive to strengthen wholesale and direct-to-consumer coordination.
Decathlon’s archive is now a product line
Fifty years of back catalog, three capsule launches, and a fleece you can pass to your kids: Decathlon is selling its own history.
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Worldly’s Chief Strategy Officer in conversation with SGIE
Worldly’s co-founder 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.
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.
Under Armour cuts 25% of SKUs
Under Armour has met its two-year SKU reduction target and signalled further cuts, pairing assortment discipline with category management to protect margins under sustained tariff pressure.
Lululemon settles proxy fight with Chip Wilson
The founder wins board representation. Lululemon wins silence. The deal is narrower than it looks.
Lidl’s Crivit adds a second elite ambassador
Following Steffi Graf, Lidl adds Giroud to Crivit’s ambassador roster — a second high-profile signing for its house sportswear label in 2026.
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.
Decathlon’s archive is now a product line
Fifty years of back catalog, three capsule launches, and a fleece you can pass to your kids: Decathlon is selling its own history.
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.
adidas, Kith and Messi launched joint football capsule
A jersey-to-suit capsule drops May 29, anchored by Messi’s 20-year international career and Kith’s 15th anniversary.
Joma renews Spain rugby kit deal for third time
Spanish sportswear brand Joma extends its technical kit supply agreement with the Federación Española de Rugby, first signed in 2016
Salomon names K-pop star Jisoo global brand ambassador
Footwear and apparel now account for two-thirds of Salomon’s outdoor revenue. Jisoo is the face of a shift already well under way.
Wayne Rooney, a skull, and St. George’s flag
England’s former all-time scorer swaps the pitch for the stage in a World Cup campaign film that reaches back to the Bard.
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.
Activewear sells confidence. The data disagrees.
A peer-reviewed study finds no link between activewear engagement and female body confidence, contradicting a core industry marketing claim.
Athletic footwear loses ground in US survey
A new US survey finds athletic spend down 5 percent and athleisure down 8 percent, as durability overtakes performance tech as the key purchase driver.
Beyond the logo: what brands gain from mass participation sports
A 7.8% surge in event participation is reshaping where sporting goods brands can build durable equity – if they look past the finish-line banner.
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.
Margit Gosau: AI will make specialty retail more human
Sport 2000 reshapes its ownership structure and separates format licenses as it stakes its future on specialization over generalist scale.
Fanatics Commerce names veteran marketer as CMO
Gersch unifies brand, performance and lifecycle marketing under one role for the DTC fan apparel platform.
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 co-founder 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.
WFSGI and Commonwealth call for sport in youth mental health policy
A World Health Assembly side event on May 20 brought together Nike, ASICS, WHO advisers and Commonwealth ministers to argue the case
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.
DICK’S Sporting Goods makes AI the spine of its apps
The rollout of Coach by DICK’S brings together ScoreCard data, GameChanger users and a full Adobe AI stack.
England defender Maguire co-founds AI coaching app Feedz
Feedz uses AI to convert spoken audio into structured player feedback in under a minute, targeting grassroots and academy coaches.
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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