Retail & Supply
How sporting goods move from factory to consumer: covering physical retail, e-commerce, omnichannel strategies, distribution networks, and the supply chain decisions that shape availability, cost, and competitive positioning.
LATEST
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.
SGIE Daily Digest
Stay informed. Stay ahead.
Every weekday in your inbox.
The news, analysis and competitive signals that matter — curated for industry professionals.
Sign up for free
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.
Retailers reclaim checkout from ChatGPT
Walmart conversion inside ChatGPT ran 3x lower than click-through. OpenAI pivots to discovery-first; retailers keep checkout control.
Germany’s sports goods sector unites on e-commerce
Germany’s BSI sporting goods association partners with e-commerce body bevh to align on digital distribution, lobbying, and market data.
UK startup raises £500,000 to modernize golf resale
Scottish golf tech startup Hosel targets a $3bn pre-owned market long dominated by generalist platforms with poor pricing transparency.
Dick’s app beats AI in App Store rankings
A fitness-reward feature called MOVE helped the sports retailer climb above ChatGPT and Gemini – a case study European retailers should study.
Barça wants to sell its self-produced kits – but how?
300,000 jerseys gathering dust. The club needs its sponsor’s green light—but will Nike say yes?
LATEST INTERVIEW
Sport 2000 CEOs on AI in retail
Sport 2000’s CEOs Margit Gosau and Irina Andorfer discuss how AI assistants are shifting retail from search-based discovery to conversation-driven commerce.
LATEST ANALYSIS
SGI Analysis: The 20 biggest sports retailers in Europe
Europe’s 20 largest sports retailers grew sales by 4 percent in 2024, with market leaders like Decathlon and JD Sports driving growth.
REPORTS
Exclusive data: How Chinese consumers shop for outdoor apparel online
Explore key insights from the 2024–25 China Outdoor Apparel: 2024–25 Ecomm Report, including platform shifts, premiumization trends, and brand strategies from Nike, Anta and Hoka One.
Exclusive data: How chinese consumers shop for sports footwear online
Explore key insights from the 2024–25 China Sports Footwear Ecomm Report, including platform shifts, premiumisation trends, and brand strategies from Nike, Anta and Hoka One.
The German Performance Running Market 2025
How German runners choose, buy, and value their shoes. Drawing on 1,001 active runners and pricing analysis, the report covers consumer profiles, buying behaviour, channel preferences, brand choices, pricing strategy, and sustainability’s influence on purchasing decisions.
STORES
Store strategies, experiential concepts, and in-store technology shaping how sporting goods brands compete for consumers in physical retail.
adidas and Lululemon on stores and loyalty
Executives from both brands spoke at the World Retail Congress in Berlin on April 27, arguing that physical stores and community ties drive consumer retention.
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.
On opens first store in Boston
On’s 15th US store opened five days ahead of today’s Boston Marathon, marking an accelerating push into premium direct-to-consumer retail.
Spain regulator probes Decathlon-Intersport deal
Spain’s competition authority moves to phase 2 review, saying Decathlon’s remedies fail to address market concentration risk in Tenerife.
DISTRIBUTION
Distribution deals, wholesale partnerships, and evolving business models that determine market access and channel economics.
How ICIW is building Europe one gym deal at a time
A Belgium studio deal in March, a 50-location Dutch exclusivity now: ICIW’s market entry model is becoming legible.
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.
SportsShoes.com enters nutrition with Puresport
The UK online running retailer says it is the first in its category to partner with Puresport, adding electrolytes, gels and creatine.
FanDuel Sports Network to wind down
Main Street Sports Group is preparing to close, leaving 13 NBA and seven NHL teams to rebuild local broadcast revenue from near zero.
Protest Sportswear names new Italy agency partner
The action sports brand shifts from distribution to an agency model to tighten control of Italian sales.
AGENTIC COMMERCE
The shift from browsing to briefing: how AI agents are becoming personal shoppers that understand intent and execute purchase decisions.
RESALE & RENTAL
StockX launches possessionless trading
New Store at StockX removes the logistics loop that drives up costs for resellers, letting buyers own, store and relist products without handling them.
New Balance expands resale program to include apparel
The Boston brand brings apparel into its two-year-old resale program after recirculating more than 100,000 pairs of shoes.
UK startup raises £500,000 to modernize golf resale
Scottish golf tech startup Hosel targets a $3bn pre-owned market long dominated by generalist platforms with poor pricing transparency.
Nike, Mizuno lead StockX resale growth in 2025
Mizuno leads sporting goods resale growth at 124 percent as nearly 200 brands hit record sales on StockX in 2025, signaling shifts in athletic market.
AI IN RETAIL
adidas and Lululemon on stores and loyalty
Executives from both brands spoke at the World Retail Congress in Berlin on April 27, arguing that physical stores and community ties drive consumer retention.
The retail edge data can't buy; a CEO's view
Benelux retailer PassaSports makes the case that understanding behavior – not collecting more data – is the real competitive edge in sports retail.
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.
Do you exist if AI doesn’t mention you?
AI tools are reshaping the customer journey in sporting goods. If your brand isn’t in the answer, it isn’t in the running.
Frasers launches Ask Frasers AI shopping assistant
The UK department store chain has deployed a conversational AI tool built on Algolia technology, reporting early conversion gains.
Castore chooses Ocula AI for product content
Castore has chosen AI platform Ocula Technologies to optimize product copy and metadata across its global ecommerce catalog.
Intelligence, analysis and advice for the global sporting goods industry.
TOPICS
Corporate and FinancialRetail and Supply
Marketing
Consumer
People and HR
Events and Trade Shows
Legal
CSR and Sustainability
Technology and AI
Asia-Pacific
Athlete economy
MARKET ANALYSIS
Analysis and dataIndustry Scorecards
Reports
Case Studies
SERIES and SPECIALS
Winter Olympics 2026Circular Economy
Impact of Sports
Redefining CSR 2025
SUBSCRIPTIONS
Membership plansFAQs
ASK SGIE AI
For premium subscribersABOUT US
About usNewsroom and Contacts
Media solutions
- COPYRIGHT © EDM PUBLICATIONS GMBH
- Contact Us
- FAQS
- Terms and Conditions
- Privacy & Cookies Policy
- Impressum
- Issues
- Topics A-Z