Must-read
Messi and Adidas: 20 Years to El Último Tango
As Argentina returns to the World Cup final, Adidas and Messi celebrate a partnership two decades in the making.
No forecast for FY27: Frasers continues its acquisition spree
The British retail and investment group is reshaping its business as retail profit rises 22 percent.
Alo Yoga picks luxury streets for German stores
Five cities, one flagship-led rollout, timed to Lululemon’s leadership handover and Vuori’s caution
Foot Locker’s US walls get a new brand: Salomon
The retailer trimmed its footwear wall by 30% this year. Now it plans to grow it again, selectively.
MAP Active Buys Sports Direct Malaysia
With the rupiah under pressure and domestic retail sluggish, MAP Active’s Malaysia buy reads as earnings diversification.
No forecast for FY27: Frasers continues its acquisition spree
The British retail and investment group is reshaping its business as retail profit rises 22 percent.
Nike and PSG to renew deal early, report says
Nike is reportedly paying more for the one line it just called underperforming.
Nike’s refund check has arrived. The growth story hasn’t.
Nike has recovered nearly all of its $986 million tariff refund, but the cash windfall does little to answer lingering questions about growth, China and the progress of its turnaround.
Alo Yoga picks luxury streets for German stores
Five cities, one flagship-led rollout, timed to Lululemon’s leadership handover and Vuori’s caution
Decathlon fits 700 stores with digital price labels
The retailer, just named France’s most attractive brand, is now Vusion’s most global customer.
Teva lets athletes co-design a shoe for the first time
Folding sponsored athletes into product development, not just marketing, is Teva’s answer to a crowded trail category.
Messi and Adidas: 20 Years to El Último Tango
As Argentina returns to the World Cup final, Adidas and Messi celebrate a partnership two decades in the making.
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Case study: how Xtep turned Saucony into a profit engine
A $61 million China buyout turned a break-even brand into a fast-growing profit engine
PARTNER CONTENT
The industry’s new benchmark for excellence: ISPO Awards 2026
With renewed ambition, the ISPO Awards step onto the world stage in 2026. Entries are now open.
The Slazenger brand revival is a 43-minute comedy film
Yes, comedy. Slazenger’s answer to decades of decline is a 43-minute film starring its 23-year-old creative director.
Kostyuk reaches Wimbledon quarterfinal in Wilson dress
Her second Wilson dress sold out in days. Now Marta Kostyuk has matched it with her first Wimbledon quarterfinal.
Djokovic joins General Atlantic as strategic advisor
The $126 billion firm hired Djokovic to co-invest in sport and health deals. He will also bring his voice to tennis’s governance debate.
H&M MOVE sells the scent of tennis season
Court Line pairs activewear with fragrance in a launch that treats tennis season as a full sensory lifestyle concept.
MAP Active Buys Sports Direct Malaysia
With the rupiah under pressure and domestic retail sluggish, MAP Active’s Malaysia buy reads as earnings diversification.
No forecast for FY27: Frasers continues its acquisition spree
The British retail and investment group is reshaping its business as retail profit rises 22 percent.
Nike’s refund check has arrived. The growth story hasn’t.
Nike has recovered nearly all of its $986 million tariff refund, but the cash windfall does little to answer lingering questions about growth, China and the progress of its turnaround.
Nike ACG is back again. Can it back up the hype?
A surfwear distribution agency, marketing hype and an open-hole shirt test whether ACG’s story and execution are aligned.
Foot Locker’s US walls get a new brand: Salomon
The retailer trimmed its footwear wall by 30% this year. Now it plans to grow it again, selectively.
Nike’s refund check has arrived. The growth story hasn’t.
Nike has recovered nearly all of its $986 million tariff refund, but the cash windfall does little to answer lingering questions about growth, China and the progress of its turnaround.
Alo Yoga picks luxury streets for German stores
Five cities, one flagship-led rollout, timed to Lululemon’s leadership handover and Vuori’s caution
Decathlon fits 700 stores with digital price labels
The retailer, just named France’s most attractive brand, is now Vusion’s most global customer.
Nike and PSG to renew deal early, report says
Nike is reportedly paying more for the one line it just called underperforming.
Teva lets athletes co-design a shoe for the first time
Folding sponsored athletes into product development, not just marketing, is Teva’s answer to a crowded trail category.
Messi and Adidas: 20 Years to El Último Tango
As Argentina returns to the World Cup final, Adidas and Messi celebrate a partnership two decades in the making.
Skechers builds a motel to pitch itself to football
A brand still associated with comfort footwear is making its case to football not with performance claims, but with a fictional roadside motel and a World Cup-sized cast.
Gravel running becomes brands’ new growth strategy
Salomon describes gravel as a gateway to new consumers, and Nike, Craft and HOKA are following it into the category.
BYD in F1: The athleisure and merchandise opportunity
For decades, Chinese factories made the world’s sports gear and kept only the processing fees. BYD in F1 could change that.
Dressed to the Nine (iron)
South Korea buys nearly half the world’s golf fashion: a $4 billion market powered by women, status and lifestyle wear.
Rugby State of Play 2026
Rugby’s recovery is led by pre-teens and women. Brands still targeting adult club rugby are on the wrong side of the demand curve.
adidas names Mayer GM Central Europe
Claus-Peter Mayer succeeds Marina Mogus effective September 1; Olivier Gianina takes Southern Europe from August 1.
WHOOP hires Nike’s former CMO as members pass 3 million
The wearable brand poaches Nike’s marketing chief just as its membership crosses a major milestone.
Slovenian ski maker Elan names Žiga Schmidt interim director
Leon Korošec departs Slovenian ski manufacturer Elan after 25 years to become state secretary at Slovenia’s economy ministry.
Zumiez CFO Christopher Work to step down after 19 years
Zumiez’s longtime finance chief is exiting as the retailer launches a search for his successor.
YKK extends circularity into premium zipper line
The EXCELLA concept follows YKK’s existing recycled-polyester zipper line into a new, higher-visibility application.
Impact of sports: Sporting Goods brands are missing their biggest opportunity
Stop treating social purpose as a campaign. Start anchoring it in the company’s own objectives, says the MD of the Laureus Sport for Good Foundation Germany, Austria in our interview.
Why sport could be one of the most important social policy tools
The Sporting Goods industry generates billions in annual revenue, but according to FESI its most important contribution may be one that never shows up in trade statistics.
Helping people feel better is becoming the sports industry’s greatest growth opportunity
Brand strategist Fredrik Ekström argues that the sports and outdoor industry’s greatest growth opportunity lies not in helping existing consumers perform better, but in helping millions of new consumers feel better through movement, connection and nature.
Decathlon fits 700 stores with digital price labels
The retailer, just named France’s most attractive brand, is now Vusion’s most global customer.
Media firm Versant buys simulator firm Full Swing
Versant Media, parent of Golf Channel, pays $530 million for Full Swing, the tech behind TGL and Tiger Woods’ at-home simulator.
Prediction markets – The legal war
A federal appeals court backed Kalshi in April, but Ohio, Nevada and Massachusetts have sided with states seeking to ban it.
StockX spreads as it melts
StockX built its business on item-by-item authentication. Three new programs are now eroding that premise.
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.
Whoop wins FDA closeout on blood pressure feature
The FDA dropped its 2025 enforcement action after Whoop modified its interface and the agency updated its wellness guidance.
UK: adidas, Uniqlo and CK ads banned for greenwashing
The UK advertising regulator banned Google ads from adidas, Uniqlo and Calvin Klein for unsubstantiated recycled material claims.
Gildan faces class action probes after short-seller report
Levi & Korsinsky, Kalloghlian Myers and Howard G. Smith open investigations after Gildan shares drop 18.8%
Gildan’s growth story meets an activist short seller
Activist short seller Jehoshaphat Research alleges channel stuffing, a $510m inventory overhang, and governance red flags
Intelligence, analysis and advice for the global sporting goods industry.
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