Must-read
News briefs
ASICS cast humans as an endangered species
ASICS campaign: Same ”15-minute” message. Same timing – before World Mental Health Day. A different film each time.
Opinion
Collecting data and knowing are not the same thing
Sebastien Willefert’s three-part Playbook column on Nike, Lululemon and On Holding: more data than ever, less knowledge of their customers.
Article
Local footwear challengers ride Indonesia running wave
Indonesia today: 68% more health-conscious. 642 running races in 2025. 65% prefer local brands. The conditions for local footwear challengers are in place.
ASICS cast humans as an endangered species
ASICS campaign: Same ”15-minute” message. Same timing – before World Mental Health Day. A different film each time.
Lululemon’s peace deal now has an undated board seat
The third director was due Oct. 1 and needs Wilson’s approval. Both sides agreed to the delay and gave no reason.
Columbia Sportswear gives GXO its European distribution hub
Columbia now has logistics provider GXO running its Cambrai, France, hub, the main node for continental Europe.
Garmin acquires muscle oxygen sensor maker Moxy
Moxy, a muscle oxygen sensor maker, has been on Garmin watches since 2015.
Nike picks ex-Reebok Europe chief to run DACH
Kleber announced the hire himself on LinkedIn.
Oura postpones Nasdaq IPO citing market uncertainty
Oura pulled its Nasdaq listing eight days after launch, with 10-year yields at their highest since 2007.
Finishers launches official race bib resale in France
One marathon cut its no-show rate from 35 percent to 7 percent after Finishers took over bib resale.
FESI puts EU policymakers on the pitch
A Brussels tournament mixed Commission staff, brand teams and Younited players, and closed a drive of 1,000+ donated items.
El Corte Inglés is serving sneakerheads in Madrid
Spanish department store El Corte Inglés has opened a dedicated sneaker and urban fashion destination at its flagship Madrid Preciados-Callao location, stocking exclusive drops from Nike, Adidas, New Balance and over a dozen other major brands.
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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.
Finishers launches official race bib resale in France
One marathon cut its no-show rate from 35 percent to 7 percent after Finishers took over bib resale.
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.
Salomon signs five-year global partnership with Ironman
The 2027-2031 deal makes Salomon Ironman’s exclusive footwear, apparel and bag partner, plus Kona Championship title sponsor.
“Simplify to amplify”: Under Armour’s race to win runners
SGIE in conversation with UA on cutting the range and finding the runner.
Infront lands table tennis’ global sponsorship rights
An eight-year deal puts Infront in charge of selling sponsorship across table tennis’ top events through 2034.
Padel Galis opens its test court to the trade
Spanish court manufacturer Padel Galis has opened a 550-square-meter showroom and test facility in Silla, near Valencia, inviting startups and industry partners to test products under playing conditions.
Lacoste launches first padel collection
Two racquets, shoes, a bag and apparel. Lacoste is in padel, and the rackets come from a company it already owns.
Babolat renews 4PADEL supply deal for four more years
The partnership, running since 2018, adds a co-branded product collection and backs 4PADEL’s expansion into Germany.
German DFB: Nike locks out Marc O’Polo too, not only adidas
Nike’s DFB kit deal, worth over €100m a year through 2034, also ends Marc O’Polo’s off-field clothing role from 2027.
Apollo Sports Capital wants in to the NFL
Two senior Apollo Sports Capital executives have publicly declared the firm’s interest in the NFL, although the league’s list of approved private-equity firms has ever only shrunk.
Under Armour, SYZMIK sign flag football headgear deal
SYZMIK will manufacture the soft-shell headgear; Under Armour handles global distribution to consumers and wholesale accounts.
Indian cricket team RCB hits the Milan runway with PUMA
PUMA and designer Dhruv Kapoor turn the kit of IPL champion Royal Challengers Bengaluru into runway jackets.
Oura postpones Nasdaq IPO citing market uncertainty
Oura pulled its Nasdaq listing eight days after launch, with 10-year yields at their highest since 2007.
Peloton debuts its first foldable treadmill
The Tread Flex folds, costs $1,100 less than the model it replaces, and comes with a Miley single attached.
Technogym launches its first Pilates reformer in the US
Technogym prices its US reformer at $13,670: four times what US retailers quote for professional reformers.
Strava opens Metro academic program for third year
Applications close Oct. 23 for free access to Strava’s cycling and pedestrian dataset, used by over 4,500 city planners.
FESI puts EU policymakers on the pitch
A Brussels tournament mixed Commission staff, brand teams and Younited players, and closed a drive of 1,000+ donated items.
Under Armour folds plant-based UNLESS into UA.com
The plant-based brand it bought in 2024 now sells through Under Armour’s main storefront.
Impact report: VF Corp meets Scope 1 and 2 target early
Scope 1 and 2 are down 69%, but count for about 2% of VF’s footprint. Scope 3 is 39% of the way to target.
Q4 2026 event radar: trade shows and events
15 events for sporting goods, outdoor and winter sports, October to December 2026. Led by ISPO’s debut in Amsterdam, Nov. 3–5.
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