Must-read
Mexican brand Atlética relaunches for 2026
Kit supplier for Mexico’s 2002 World Cup and 2012 Olympic squad, Atlética targets a full comeback under new CEO Miguel Montes.
On’s robot-built shoe goes faster, lighter
The Cloudboom Strike 2 cuts midsole weight by 15% and adds new geometry. Six athletes have already run personal bests.
Decathlon buys into folding bike maker Brompton
Decathlon takes a stake in Brompton, its boldest move yet into premium urban mobility and the Chinese market.
Mexican brand Atlética relaunches for 2026
Kit supplier for Mexico’s 2002 World Cup and 2012 Olympic squad, Atlética targets a full comeback under new CEO Miguel Montes.
Decathlon buys into folding bike maker Brompton
Decathlon takes a stake in Brompton, its boldest move yet into premium urban mobility and the Chinese market.
Nike had four years. USMNT jerseys sold out anyway.
Nike’s USMNT jersey shortage and Adidas selling out of Curaçao’s never-worn away kit point to the same shift: World Cup kit demand is now driven more by fan sentiment and on-pitch performance than by allocation planning, leaving even brands with four years’ lead time caught short.
Perfect Moment’s FY2026 margin turnaround
A fourth straight quarter of margin gains narrows Perfect Moment’s losses as it eyes fiscal 2027.
Xtep opens first Saucony flagship store in Hong Kong
HK sales per sq ft already outpace the mainland as Xtep’s premium running brand opens at K11 Art Mall
On’s robot-built shoe goes faster, lighter
The Cloudboom Strike 2 cuts midsole weight by 15% and adds new geometry. Six athletes have already run personal bests.
Misto Holdings 2025 sustainability report
With no owned factories, Misto Holdings’ biggest ESG lever is supplier behavior, quantified in full for the first time.
The ring that doesn’t need to sell itself
Ōura’s World Cup campaign with Kane and Rice is built around a question, not an answer: “Are you ready?”
TF rebrands as World Tennis from January 2026
Seven bodies, fragmented rights, $3.5bn Gaudenzi says could double. World Tennis inherits the ITF’s governance problem unchanged.
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EVENTS RADAR
Q3 2026 Event Radar: trade shows and conferences
Outdoor Retailer reimagined, three sustainability events, boats and boards: The Q3 2026 calendar points in one direction.
PARTNER CONTENT
ISPO launches Leaders Summit with €3 million investment programme
The ISPO Leaders Summit will open ISPO 2026 on 3 November in Amsterdam, convening a senior audience of C-suite executives, policymakers and industry leaders from across the global sport, outdoor and winter market.
Perfect Moment’s FY2026 margin turnaround
A fourth straight quarter of margin gains narrows Perfect Moment’s losses as it eyes fiscal 2027.
HSG completes majority acquisition of Golden Goose
HSG and Temasek back Golden Goose’s global expansion as the Italian luxury sneaker brand posts €734m revenue and 10% Q1 growth
Acushnet plants a European flag in France
Acushnet inaugurates its Montataire complex, bringing Titleist and FootJoy under one European roof for the first time.
Kalshi booms on sports
From politics to parlays: sports now drives 85% of Kalshi’s $112 billion lifetime volume.
Decathlon buys into folding bike maker Brompton
Decathlon takes a stake in Brompton, its boldest move yet into premium urban mobility and the Chinese market.
Nike had four years. USMNT jerseys sold out anyway.
Nike’s USMNT jersey shortage and Adidas selling out of Curaçao’s never-worn away kit point to the same shift: World Cup kit demand is now driven more by fan sentiment and on-pitch performance than by allocation planning, leaving even brands with four years’ lead time caught short.
Xtep opens first Saucony flagship store in Hong Kong
HK sales per sq ft already outpace the mainland as Xtep’s premium running brand opens at K11 Art Mall
StockX spreads as it melts
StockX built its business on item-by-item authentication. Three new programs are now eroding that premise.
Mexican brand Atlética relaunches for 2026
Kit supplier for Mexico’s 2002 World Cup and 2012 Olympic squad, Atlética targets a full comeback under new CEO Miguel Montes.
Nike had four years. USMNT jerseys sold out anyway.
Nike’s USMNT jersey shortage and Adidas selling out of Curaçao’s never-worn away kit point to the same shift: World Cup kit demand is now driven more by fan sentiment and on-pitch performance than by allocation planning, leaving even brands with four years’ lead time caught short.
On’s robot-built shoe goes faster, lighter
The Cloudboom Strike 2 cuts midsole weight by 15% and adds new geometry. Six athletes have already run personal bests.
The ring that doesn’t need to sell itself
Ōura’s World Cup campaign with Kane and Rice is built around a question, not an answer: “Are you ready?”
BYD in F1: The athleisure and merchandise opportunity
For decades, Chinese factories made the world’s sports gear and kept only the processing fees. BYD in F1 could change that.
Dressed to the Nine (iron)
South Korea buys nearly half the world’s golf fashion: a $4 billion market powered by women, status and lifestyle wear.
Rugby State of Play 2026
Rugby’s recovery is led by pre-teens and women. Brands still targeting adult club rugby are on the wrong side of the demand curve.
Swipe left, buy Local: the Douyin athleisure takeover
Grandparents with 34 million Douyin followers, a $910 billion silver economy, and a guochao generation rewriting who buys local activewear, and why.
HSG completes majority acquisition of Golden Goose
HSG and Temasek back Golden Goose’s global expansion as the Italian luxury sneaker brand posts €734m revenue and 10% Q1 growth
When legal advice becomes a self-service product
adidas’s Josef deployment shows how AI legal tools shift compliance from document production to behavioral insight.
Nike imports financial discipline from outside sport
David Denton joins from Pfizer, replacing Matthew Friend who steps down August 17 after Nike’s Q4 FY2026 earnings call.
The sneaker brand that became an AI company
Allbirds sold its brand IP to American Exchange Group for $39m, renamed itself Smartbird, and hired a former AWS executive as CEO.
Misto Holdings 2025 sustainability report
With no owned factories, Misto Holdings’ biggest ESG lever is supplier behavior, quantified in full for the first time.
WFSGI turns the World Cup into a youth participation drive
Ten brands, two panels, five principles, and one question rarely posed: what do sporting events actually leave behind for young people?
Q3 2026 Event Radar: trade shows and conferences
Outdoor Retailer reimagined, three sustainability events, boats and boards: The Q3 2026 calendar points in one direction.
UK: adidas, Uniqlo and CK ads banned for greenwashing
The UK advertising regulator banned Google ads from adidas, Uniqlo and Calvin Klein for unsubstantiated recycled material claims.
StockX spreads as it melts
StockX built its business on item-by-item authentication. Three new programs are now eroding that premise.
When legal advice becomes a self-service product
adidas’s Josef deployment shows how AI legal tools shift compliance from document production to behavioral insight.
Kalshi booms on sports
From politics to parlays: sports now drives 85% of Kalshi’s $112 billion lifetime volume.
When knowledge is free, trust is the differentiator
AI has made product expertise available to all, instantly. What it cannot replicate – trust, experience, relationships – is the new competitive advantage.
Hainan duty-free partners with Lululemon
The Hainan duty-free retailer is expanding a sports portfolio that now includes Lululemon, Salomon, Under Armour, adidas and Nike.
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.
Trump tariff refunds: are you in the queue?
$127 billion enters the queue — but not all at once
US Customs race to build IEEPA tariff refund system
Around 330,000 US importers await refunds on $166bn in IEEPA tariffs as CBP builds a new processing system under court supervision.
UK: adidas, Uniqlo and CK ads banned for greenwashing
The UK advertising regulator banned Google ads from adidas, Uniqlo and Calvin Klein for unsubstantiated recycled material claims.
Gildan faces class action probes after short-seller report
Levi & Korsinsky, Kalloghlian Myers and Howard G. Smith open investigations after Gildan shares drop 18.8%
Gildan’s growth story meets an activist short seller
Activist short seller Jehoshaphat Research alleges channel stuffing, a $510m inventory overhang, and governance red flags
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.
Intelligence, analysis and advice for the global sporting goods industry.
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