Must-read
Oura: small ring, large ambitions
Ring 5 launch: the biggest media push in Oura’s history is also its most strategic.
Reebok’s China reset, take two
ABG targets 200 stores and $1 billion in annual China sales by 2036 with an operator incorporated in 2025
Fan price-squeeze index
The NFL earns $433 million per franchise in national revenue while fans pay up to $1,500 for access, and 87% report frustration.
Sports Direct launches World Cup 2026 retro campaign
Sports Direct banks on retro shirts and nostalgia to win the FIFA World Cup 2026 retail window
Lenzing promotes COO Kasperkovitz to CEO
Austrian cellulose fiber group returns to profit and bets on internal succession to hold its recovery course
Sportsdays FS 2027: 200 brands, one market, two days
With independents still structurally dominant and most brands entering via distributors, sportsdays functions as coordination infrastructure, not just a trade show
INTERSPORT Schweiz lands top employer ranking
Culture as a retention tool: Intersport Schweiz joins Switzerland’s top-rated employers.
Female participation reorders the US golf market
Female on-course participation in the US hit a record 8.1 million in 2025 — surpassing a 2006 peak that stood for nearly two decades.
Oura: small ring, large ambitions
Ring 5 launch: the biggest media push in Oura’s history is also its most strategic.
The turquoise McDonald’s that inspired Nike drop
Sweepstake entry, pop-up, athlete appearance, expanded merch: The full modern drop playbook, grounded in one Arizona location.
FIFA settled for a third of its ask in India
Indian media platform Zee Entertainment pays an estimated $30–35m for 2026 World Cup rights, against an opening demand of approximately $100m.
Adidas mines the archive ahead of FIFA WC 2026
Seven heritage reissues target collector and nostalgia demand without the cost of performance innovation.
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Worldly’s Chief Strategy Officer in conversation with SGIE
Worldly’s CSO changed careers to fix an industry. Several acquisitions later, he says the urgency is greater than ever.
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.
Reebok’s China reset, take two
ABG targets 200 stores and $1 billion in annual China sales by 2036 with an operator incorporated in 2025
European sports retail 2025: the top five in review
Vertical integration compounds. Specialist cooperatives hold. Fashion footwear exposure bites. Retail is sorting by structural logic.
Foot Locker US comps rise 6% in DICK’S first full quarter post-deal
The Foot Locker banner edged ahead of DICK’S own core result: a 6.4% comp the market did not expect this early.
Under Armour cuts 25% of SKUs
Under Armour has met its two-year SKU reduction target and signalled further cuts, pairing assortment discipline with category management to protect margins under sustained tariff pressure.
Sports Direct launches World Cup 2026 retro campaign
Sports Direct banks on retro shirts and nostalgia to win the FIFA World Cup 2026 retail window
Sports Direct opens first Nordic store in Helsinki
Frasers Group launches a 30,000 sq. ft store in Helsinki – its first Sports Direct in the region since acquiring XXL in 2025.
Lidl’s Crivit adds a second elite ambassador
Following Steffi Graf, Lidl adds Giroud to Crivit’s ambassador roster — a second high-profile signing for its house sportswear label in 2026.
Amazon goes agentic, for customers and retailers alike
Amazon licenses the architecture behind its own shopping AI to competing retailers, deepening its infrastructure role across e-commerce.
Sports Direct launches World Cup 2026 retro campaign
Sports Direct banks on retro shirts and nostalgia to win the FIFA World Cup 2026 retail window
Oura: small ring, large ambitions
Ring 5 launch: the biggest media push in Oura’s history is also its most strategic.
The turquoise McDonald’s that inspired Nike drop
Sweepstake entry, pop-up, athlete appearance, expanded merch: The full modern drop playbook, grounded in one Arizona location.
Adidas mines the archive ahead of FIFA WC 2026
Seven heritage reissues target collector and nostalgia demand without the cost of performance innovation.
Female participation reorders the US golf market
Female on-course participation in the US hit a record 8.1 million in 2025 — surpassing a 2006 peak that stood for nearly two decades.
Fan price-squeeze index
The NFL earns $433 million per franchise in national revenue while fans pay up to $1,500 for access, and 87% report frustration.
Sport, the churn reducer
Fragmentation, $935–$1,500 NFL seasons, and a rights market 150 times more expensive than Friends: streaming’s sports bet explained.
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.
Lenzing promotes COO Kasperkovitz to CEO
Austrian cellulose fiber group returns to profit and bets on internal succession to hold its recovery course
INTERSPORT Schweiz lands top employer ranking
Culture as a retention tool: Intersport Schweiz joins Switzerland’s top-rated employers.
Haglöfs appoints global wholesale director
The Swedish outdoor brand hires a Peak Performance executive to strengthen wholesale and direct-to-consumer coordination.
Lululemon settles proxy fight with Chip Wilson
The founder wins board representation. Lululemon wins silence. The deal is narrower than it looks.
Sport, not concrete, is building tomorrow’s cities
The IOC is deploying sport as urban policy, backed by UN Agenda 2030, across four cities on three continents.
Worldly’s Chief Strategy Officer in conversation with SGIE
Worldly’s CSO changed careers to fix an industry. Several acquisitions later, he says the urgency is greater than ever.
Decathlon, Arc’teryx join call for resale and repair tax cuts
Brands have built the circular infrastructure. Now they’re arguing the tax system is what prevents it from scaling.
WFSGI and Commonwealth call for sport in youth mental health policy
A World Health Assembly side event on May 20 brought together Nike, ASICS, WHO advisers and Commonwealth ministers to argue the case
Oura: small ring, large ambitions
Ring 5 launch: the biggest media push in Oura’s history is also its most strategic.
WTA names Accenture technology partner
Multi-year deal covers digital platform development, AI integration, audience growth and live event experience — starting with the WTA Player Zone.
Strava’s most-uploaded sport type gets rebuilt
Strava’s strength update includes muscle maps, a workout log, and integrations with Garmin, WHOOP, Fitbod and 11 other partners.
Amazon goes agentic, for customers and retailers alike
Amazon licenses the architecture behind its own shopping AI to competing retailers, deepening its infrastructure role across e-commerce.
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.
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.
Intelligence, analysis and advice for the global sporting goods industry.
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