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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
INTERSPORT Austria closes Slovenia deal
The Austrian sports retailer now spans 500+ stores across 12 Central and South-Eastern European countries after finalizing its Slovenia acquisition.
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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?
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.
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.
Nike’s Berlin comeback draws a crowd
The scavenger hunt needed police. The store needed a rethink. Nike’s Berlin relaunch delivered both.
Stadium unveils new store concept in Täby, Sweden
The Täby opening marks the start of a store network overhaul for the Swedish sporting goods chain, with a new format built around Football experience, expanded footwear services and a revamped visual identity.
Puma deploys AI concierge at Las Vegas store
The German sportswear brand is piloting a multilingual Nvidia-powered assistant at its US flagship, with plans to scale across its DTC network.
Swedish gym brand ICIW enters Belgium with studio deal
The Swedish gym-wear brand names Belgium a 2026 priority and signs Brussels boutique studio GOBOX as its first local fitness partner.
DISTRIBUTION
Distribution deals, wholesale partnerships, and evolving business models that determine market access and channel economics.
Protest Sportswear names new Italy agency partner
The action sports brand shifts from distribution to an agency model to tighten control of Italian sales.
Authentic switches Reebok distributors in and around China
ABG names a newly incorporated Shanghai firm as Reebok’s new China distributor, replacing Tristate after two years of falling revenues.
Sweden’s leading sports retailer Stadium automates logistics
Swedish sports retailer breaks ground on a 40,800 sqm purpose-built distribution centre – with SEK 300m in robotics at its core.
Italian sports eyewear brand goes direct in the US
Rudy Project, an Italian helmet and eyewear specialist, ends 25 years of independent US distribution to compete directly in North America.
Nike entrusts its Indian e-commerce to Nykaa
The sportswear giant hands over digital operations to the Indian omnichannel retailer to speed up delivery and returns.
AGENTIC COMMERCE
The shift from browsing to briefing: how AI agents are becoming personal shoppers that understand intent and execute purchase decisions.
New AI index tracks sporting goods brand visibility
Parcel Perform’s AI Visibility Index tracks how AI shopping assistants rank and recommend sportswear and sporting goods brands when consumers ask what, how and where to buy.
RESALE & RENTAL
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.
StockX reveals 2025 sportswear resale boom
Detroit-based resale platform StockX reports 45 percent year-on-year growth for running-style trainers and triple-digit gains in trading cards and collectibles.
AI IN RETAIL
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.
Retailers reclaim checkout from ChatGPT
Walmart conversion inside ChatGPT ran 3x lower than click-through. OpenAI pivots to discovery-first; retailers keep checkout control.
Decathlon doubles down on warehouse robots
French robotics firm Exotec has deployed its Skyfleet program across seven Decathlon warehouse sites in five European countries, with some facilities doubling daily order output.
Puma deploys AI concierge at Las Vegas store
The German sportswear brand is piloting a multilingual Nvidia-powered assistant at its US flagship, with plans to scale across its DTC network.
New AI index tracks sporting goods brand visibility
Parcel Perform’s AI Visibility Index tracks how AI shopping assistants rank and recommend sportswear and sporting goods brands when consumers ask what, how and where to buy.
Visa Study: AI reshapes winter sports participation
AI is reshaping how Americans engage with winter sports, with 44% planning snowboarding bookings inspired by the Olympics, Visa study shows.
Intelligence, analysis and advice for the global sporting goods industry.
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