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Adidas takes football back to ’90s New York
Adidas’ World Cup film supports a tournament the brand projects at around €250 million in product revenue.
C-Suite Interview
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.
Article
The training ground is the new sponsorship frontier
Social content has made training wear a 365-day asset. For sporting goods brands, the exposure logic no longer needs explaining.
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.
Technogym scores 100/100 on ESG transparency
Fitness equipment maker joins Dow Jones Best-in-Class Europe Index with near-perfect scores on health, energy and reporting.
YKK joins ZDHC as signatory supplier in May 2026
YKK’s ZDHC membership brings chemical transparency to a supply chain tier brands rarely reach
GORE-TEX® Brand looks ahead after 50 years of innovation
What started as a material innovation has evolved into one of the recognized ingredient brands in the sporting goods industry.
Golf: The 2026 State of Play
The 9-hole round, screen golf and digital apps are rewriting the rulebook on who plays golf and how.
Kontoor sells Lee brand to focus on Wrangler, Helly Hansen
The US apparel group beats Q1 estimates and raises its full-year earnings outlook as it moves to shed its Lee denim brand.
Planet Fitness cuts outlook, shares crash
Planet Fitness cut its 2026 outlook after Q1 membership growth missed expectations, sending shares down 31% — the worst single-day decline in company history.
Thule buys Swiss dog harness brand curli
Swedish outdoor group Thule has agreed to buy Swiss dog harness specialist curli AG in a deal worth up to CHF 16.9 million (approx. €17.6 million).
Enhanced Group – Sport as proof of concept
Behind the Enhanced Games’ NYSE debut: athletic bloodwork as raw material for consumer drug protocols sold via telehealth.
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Kontoor sells Lee brand to focus on Wrangler, Helly Hansen
The US apparel group beats Q1 estimates and raises its full-year earnings outlook as it moves to shed its Lee denim brand.
Planet Fitness cuts outlook, shares crash
Planet Fitness cut its 2026 outlook after Q1 membership growth missed expectations, sending shares down 31% — the worst single-day decline in company history.
Thule buys Swiss dog harness brand curli
Swedish outdoor group Thule has agreed to buy Swiss dog harness specialist curli AG in a deal worth up to CHF 16.9 million (approx. €17.6 million).
Enhanced Group – Sport as proof of concept
Behind the Enhanced Games’ NYSE debut: athletic bloodwork as raw material for consumer drug protocols sold via telehealth.
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.
GORE-TEX® Brand looks ahead after 50 years of innovation
What started as a material innovation has evolved into one of the recognized ingredient brands in the sporting goods industry.
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.
Xtep plants six flags in Malaysia
Six stores, a localized shoe launch and a 10KM race with 10,000 applicants for 1,500 slots: Xtep is betting Malaysia’s running boom is real.
Lotto’s quiet comeback reaches the World Cup stage
The Italian sports brand has been rebuilding steadily toward a global relaunch – and now it has a World Cup campaign to show for it.
Adidas takes football back to ’90s New York
Adidas’ World Cup film supports a tournament the brand projects at around €250 million in product revenue.
Skechers signs league-wide WNBA deal
The footwear brand extends its women’s basketball presence in the US from individual player signings to a multiyear league-wide deal.
Football fashion heats up ahead of World Cup 2026
From adidas x Miaou to Nike’s 7-label Cryo Shot programme, the 2026 World Cup is driving a major off-pitch fashion moment.
Golf: The 2026 State of Play
The 9-hole round, screen golf and digital apps are rewriting the rulebook on who plays golf and how.
Activewear sells confidence. The data disagrees.
A peer-reviewed study finds no link between activewear engagement and female body confidence, contradicting a core industry marketing claim.
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.
Salomon’s talent strategy looks beyond outdoor
Moncler, JD Sports, Adidas: Salomon’s three new executives map a brand that no longer recruits like an outdoor company.
KMD Brands appoints new Chairman in governance reset
Philip Bowman takes the helm at KMD Brands as the outdoor group accelerates its Next Level turnaround.
German sporting goods body BSI names new head
Former professional handball player and public sector strategist Christoph Moeller replaces Stefan Rosenkranz at BSI from July 1.
DF Sport Specialist founder Longoni dies at 83
The Italian entrepreneur who built Longoni Sport and DF Sport Specialist died April 29. His story spans mountain retail, alpinism and community.
Technogym scores 100/100 on ESG transparency
Fitness equipment maker joins Dow Jones Best-in-Class Europe Index with near-perfect scores on health, energy and reporting.
YKK joins ZDHC as signatory supplier in May 2026
YKK’s ZDHC membership brings chemical transparency to a supply chain tier brands rarely reach
Cross-border trial takes textile-to-textile to scale
A France-Japan collaboration has processed tens of tons of post-consumer garments into recycled polyester monomer – a first at this scale for the textile industry.
EU textile recycling still below 1%: the industry response
The 2030 Circularity Blueprint sets a target of 2.7 million tonnes of textile-to-textile recycling capacity in Europe by 2035.
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.
Oura lands its third major US sports body in six months
The USTA’s first wearable deal covers US Open players, grassroots programs and the federation’s 2027 Player Performance Center.
Gamma Waves – Agnelli returns to sport, but to football?
Ex-Juventus chairman Andrea Agnelli and captain Giorgio Chiellini launch a €100m sports IP and tech fund — with football pointedly absent.
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
Xtep plants six flags in Malaysia
Six stores, a localized shoe launch and a 10KM race with 10,000 applicants for 1,500 slots: Xtep is betting Malaysia’s running boom is real.
Kylian Mbappé: footballer, investor
From a French health insurtech to a sailing team and a Ligue 2 club, the Real Madrid forward is operating as a full-fledged investor.
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