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Nike Mind and the neuroscience of sport
Nike’s Mind technology targets mental performance. After a century optimizing bodies, is the sporting goods industry finally ready to train brains?
Market Data & Analysis
Intelligence Insights & Analysis to inform your strategic planning
Analysis: Industry stocks tumble 14% in 2025
Public sporting goods companies lost $67bn in aggregate market value in 2025 as tariff fears and operating challenges sent valuations down 14.3% on a weighted basis.
IN THE SPOTLIGHT
Fanatics launches entertainment studio
Sports platform Fanatics launches entertainment studio with OBB Media, targeting nine-figure revenue in first year through Olympics, ESPN and Tom Brady content.
Nike signs world No. 1 pickleball player
Nike enters pickleball with world No. 1 Anna Leigh Waters as global ambassador, marking strategic bet on sport with 19.8m US players.
Google launches agentic AI shopping protocol
Tech giant unveils open standard for AI-driven commerce with backing from major retailers including Target, Walmart, Shopify and Etsy.
JD Sports launches AI commerce in US
JD Sports is enabling direct purchases through ChatGPT, Microsoft Copilot and Google Gemini in the US, positioning itself as an early mover in AI-powered commerce.
Google launches agentic AI shopping protocol
Tech giant unveils open standard for AI-driven commerce with backing from major retailers including Target, Walmart, Shopify and Etsy.
Decathlon Canada makes best-selling shoe unreturnable
The retailer is turning its most popular trainer into a non-refundable purchase this month, betting that added commitment will push shoppers to actually lace up and run.
Playtomic scores crowdfunding coup
Racquet-sport app Playtomic has raised €5.1 million from 4,600 investors in what appears to be a record crowdfunding round for a sports app.
ASICS opens Onitsuka Tiger factory in Japan
Japanese sporting goods maker doubles down on its fastest-growing brand with new facility combining production, tourism and technical showcase.
Mammut owner explores €500m sale
Jacobs Capital seeks €500m+ for 162-year-old Swiss mountain sports brand as outdoor market consolidation accelerates with increased M&A activity.
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Lululemon lifts fiscal 2025 outlook on holiday strength
Lululemon Athletica expects fiscal fourth quarter 2025 results at the high end of guidance following strong holiday sales, even as CEO Calvin McDonald prepares to step down Jan. 31.
Strava files for IPO as fitness app capitalizes on growth
San Francisco-based fitness platform Strava has confidentially filed for an IPO that could value the 150-million-user company at over $2.2bn.
Activist investors reshaped sporting goods in 2025
Record activism in 2025 forced leadership changes at Lululemon, Nike, YETI and Under Armour as sophisticated funds exploited post-pandemic valuation gaps.
Soccer star Morgan backs women’s golf league
Former US women’s soccer star’s venture firm joins all-female investment collective for WTGL, set to debut in winter 2026–27.
PUMA names Anne Putz communications chief
PUMA has appointed Anne Putz as senior director of corporate communications, bringing 25 years of experience to lead the company’s communications strategy.
Alo names ex-Dior exec international CEO
Activewear brand Alo Yoga has appointed Benedetta Petruzzo, former Dior managing director, as CEO of international operations to drive expansion.
Playtomic scores crowdfunding coup
Racquet-sport app Playtomic has raised €5.1 million from 4,600 investors in what appears to be a record crowdfunding round for a sports app.
FIFA and Lenovo unveil AI tech for World Cup
AI-driven innovations are set to improve officiating technologies, match analysis and fan engagement for the upcoming tournament.
JD Sports launches AI commerce in US
JD Sports is enabling direct purchases through ChatGPT, Microsoft Copilot and Google Gemini in the US, positioning itself as an early mover in AI-powered commerce.
Sorona maker sells unit to fund spandex shift
CovationBio divests manufacturing stake to Primient, redirecting capital toward corn-based spandex alternative for athletic apparel markets.
eBay expands circular fashion grants to more startups
eBay is accepting applications until March 8 for $50,000 grants plus mentorship. Eight businesses will be selected, with one eligible for $300,000.
BOSS debuts recycled yarn at Australian Open
BOSS debuts NovaPoly recycled yarn at the 2026 Australian Open. Worn by Taylor Fritz & Matteo Berrettini, the biodegradable textile is now available.
Nike Mind and the neuroscience of sport
Nike’s Mind technology targets mental performance. After a century optimizing bodies, is the sporting goods industry finally ready to train brains?
Balenciaga partners with NBA for Fall 2026
Balenciaga unveils NBA collaboration under Pierpaolo Piccioli, signaling refined sportswear direction for luxury house’s post-Demna era.
Fanatics launches entertainment studio
Sports platform Fanatics launches entertainment studio with OBB Media, targeting nine-figure revenue in first year through Olympics, ESPN and Tom Brady content.
China exports surge despite US crash
China recorded $1.18 trillion (€1.01tn) trade surplus in 2025 as exports to ASEAN and EU jumped while US shipments crashed 30 percent in December.
Golden Goose unveils Year of the Snake collection
The limited-edition collection blends cultural symbolism with contemporary design. Available since Dec. 20 online and in APAC stores.
Hainan´s Sanya Mall celebrates fifth anniversary
Hainan Tourism Investment Duty Free’s flagship Sanya Mall marked its fifth anniversary with new brand openings including Under Armour Outdoor’s first Hainan location.
China exports surge despite US crash
China recorded $1.18 trillion (€1.01tn) trade surplus in 2025 as exports to ASEAN and EU jumped while US shipments crashed 30 percent in December.
Deep dive: Vietnam’s $134bn US surplus driven by sports
Vietnam’s footwear and apparel exports surge despite Trump tariffs, posting $134bn US trade surplus as Nike, Adidas concentrate production there.
Hainan´s Sanya Mall celebrates fifth anniversary
Hainan Tourism Investment Duty Free’s flagship Sanya Mall marked its fifth anniversary with new brand openings including Under Armour Outdoor’s first Hainan location.
How sporting goods navigated 2025 tariffs
Global trade hit $35 trillion in 2025, but sporting goods brands faced a year of adaptation as tariffs forced rapid supply chain restructuring.
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