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Must-read
Article
Puma gets off to a strong start in 2026: The reset continues
Puma starts the year stronger than expected, but maintains a cautious outlook amid ongoing restructuring.
Article
On Holding’s impact report: where it falls short
The Swiss brand missed its living wage target, replaced Cyclon subscription with a broader resale-donation-recycling model and saw absolute emissions rise.
News briefs
PUMA names Mark Langer as new CFO
Former Hugo Boss CEO and Douglas CFO joins PUMA’s board with a mandate to restore profitable growth and investor confidence.
Columbia holds flat as tariffs bite margins
Europe surged 35% but tariff costs and a weaker US orderbook pushed Columbia’s Q1 net income 19% lower year on year.
Puma gets off to a strong start in 2026: The reset continues
Puma starts the year stronger than expected, but maintains a cautious outlook amid ongoing restructuring.
Gildan Q1 revenue hits record on Hanes deal
Gildan delivered $1.17bn in Q1 sales — beating guidance — in its first full reporting period with HanesBrands consolidated.
Decathlon joins French football as Major Partner
Decathlon’s in-house football brand Kipsta has been elevated from supplier to Major Partner of French professional football, securing ball rights through 2032.
Nike takes control of sneaker release narrative
With product leaks enabling better counterfeits ahead of launch, Nike has launched a designer-led editorial channel on its SNKRS app.
PUMA names Mark Langer as new CFO
Former Hugo Boss CEO and Douglas CFO joins PUMA’s board with a mandate to restore profitable growth and investor confidence.
Sprinter sues Puma and Mercedes F1 over carbon shoes
Two-time world sprint champion Abby Steiner is suing Puma and the Mercedes F1 team, claiming their carbon-plate shoes ended her career.
Garmin fitness segment up 42% in record Q1
Wearables demand more than doubled operating income in Garmin’s fitness segment, while outdoor fell 5% against a strong Q1 2025 comparison.
Adidas pumps €100m into Bundesliga
The German sportswear giant commits €100m to the DFL as its national team kit deal nears its end – with a fan backlash already anticipated.
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BRAND SPOTLIGHT
Macron: record revenue in 2025
The Italian teamwear specialist achieved record annual revenue in 2025, with EBITDA growing to €51.6 million and a margin of 21.1 percent.
PARTNER CONTENT
How FLYTEC helps brands scale innovation without increasing complexity
Rising costs, tightening compliance and market shifts are forcing brands to rethink development. A system-based approach changes the rules of the game.
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FitnessBusiness intelligence on the fitness economy: gyms, studios, connected platforms, tech adoption, and trends driving sporting goods demand. Explore Fitness Coverage → |
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Sports ParticipationWhich activities are growing or declining: participation trends, sports and hybrid formats, and behavioral shifts that drive sporting goods demand. Explore Sports Participation → |
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Women x sporting goodsFrom league revenues and athlete deals to female founders and investors — intelligence on the business of women in sports and sporting goods. Explore Women x Sports → |
Columbia holds flat as tariffs bite margins
Europe surged 35% but tariff costs and a weaker US orderbook pushed Columbia’s Q1 net income 19% lower year on year.
Puma gets off to a strong start in 2026: The reset continues
Puma starts the year stronger than expected, but maintains a cautious outlook amid ongoing restructuring.
Gildan Q1 revenue hits record on Hanes deal
Gildan delivered $1.17bn in Q1 sales — beating guidance — in its first full reporting period with HanesBrands consolidated.
Garmin fitness segment up 42% in record Q1
Wearables demand more than doubled operating income in Garmin’s fitness segment, while outdoor fell 5% against a strong Q1 2025 comparison.
Geopolitics opens India’s door to Anta
The Fujian-based group plans 10 stores by March 2027, positioning Anta in India’s premium sportswear segment as bilateral tensions ease.
Myprotein activewear enters Footasylum stores in the UK
Sports nutrition brand Myprotein enters multi-brand physical retail with MP Activewear, targeting 16-to-24-year-olds in seven Footasylum stores.
DICK’S and Adobe team up on AI customer experience
The US sports retailer deploys AI agents, real-time data and generative content tools to individualize the customer journey. Powered by Adobe.
Golden Goose opens biggest APAC store in Beijing
Italian sneaker brand Golden Goose has opened its largest Asia-Pacific store in Beijing – a 475sqm experience flagship as HSG moves to unlock the brand’s China potential.
Decathlon joins French football as Major Partner
Decathlon’s in-house football brand Kipsta has been elevated from supplier to Major Partner of French professional football, securing ball rights through 2032.
Nike takes control of sneaker release narrative
With product leaks enabling better counterfeits ahead of launch, Nike has launched a designer-led editorial channel on its SNKRS app.
Adidas extends World Cup kits to pet market
Fans in North America, Latin America and selected Asian markets can dress their pets in federation colors from May 1.
Columbia’s summer proof: rain, fire, sauna in the desert
Two new films from adam&eve\TBWA extend Columbia’s “Engineered for Whatever” platform into summer — with a flamethrower, naturally.
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.
Report: Europe’s fitness market breaks records in 2025
The 2026 EuropeActive/Deloitte report shows the sector surging past €39bn in revenue, with consolidation accelerating and the US penetration gap still wide open.
Padel hits all-time high in global search interest
Global search data confirm padel’s 2025 performance set a new baseline, with Indonesia, the UK and India emerging as rising markets.
PUMA names Mark Langer as new CFO
Former Hugo Boss CEO and Douglas CFO joins PUMA’s board with a mandate to restore profitable growth and investor confidence.
Lululemon adds Unilever veteran to board
Former Unilever Chief Growth & Marketing Officer joins lululemon’s board as the brand extends a five-year governance overhaul.
Triathletes’ new chair: former Meta Head of Sport
Former Eurosport CEO and Meta Head of Sport replaces Chris Kermode at the helm of the athlete-owned triathlon body.
1,400 Nike jobs cut. Management calls it progress.
The job cuts — mainly in technology — suggest Nike’s recovery from a years-long sales slump is proving harder and slower than the company had planned.
PFAS probe exposes activewear’s green gap
Via The Conversation: a Texas attorney general probe into Lululemon’s PFAS use exposes why voluntary sustainability standards have failed the activewear sector – and why regulatory enforcement is now the only credible fix.
On Holding’s impact report: where it falls short
The Swiss brand missed its living wage target, replaced Cyclon subscription with a broader resale-donation-recycling model and saw absolute emissions rise.
Activewear brand LSKD in recycled nylon deal
Australian activewear brand LSKD will transition product lines to enzymatically recycled nylon from 2028 under a decade-long supply deal.
Salomon enters repair services with United Repair Centre
The trail brand is making factory-quality repair available to European consumers, starting in France.
ASICS builds elite lab where it all began
ASICS is building a dedicated facility in Kobe for elite athlete footwear and rapid prototyping, due to open in December 2027.
DICK’S and Adobe team up on AI customer experience
The US sports retailer deploys AI agents, real-time data and generative content tools to individualize the customer journey. Powered by Adobe.
NBA in talks with Kalshi and Polymarket
The NBA has entered formal talks with both Kalshi and Polymarket. Sources say a deal before next season is possible.
Why Publicis is spending $500m on a sports agency
The French ad giant is assembling a data-driven sports marketing stack to challenge Omnicom-IPG in a $240 billion market.
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.
Trump tariff refunds: are you in the queue?
$127 billion enters the queue — but not all at once
Geopolitics opens India’s door to Anta
The Fujian-based group plans 10 stores by March 2027, positioning Anta in India’s premium sportswear segment as bilateral tensions ease.
CHAMP: athlete co-investment from L Catterton
Over 250 elite athletes, including NBA star Kevin Durant, take co-ownership stakes in consumer brands under a new L Catterton–Patricof vehicle.
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