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Today's Must Read
Article
BASF targets sports footwear outsoles with new material
Three-grade outsole material platform claims 41% lower carbon footprint than rubber, targeting running, hiking and lifestyle footwear manufacturers.
Article
Retailers reclaim checkout from ChatGPT
Walmart conversion inside ChatGPT ran 3x lower than click-through. OpenAI pivots to discovery-first; retailers keep checkout control.
Article
Fast Company ranks Adidas among the top global brands
Adidas tops Fast Company’s Advertising & Marketing category and places No. 7 globally, the only sports brand in the top 50.
Adidas only sporting goods name at FIFA 2026
With all global slots filled and record revenue set, adidas is the only sporting goods brand in FIFA’s 2026 commercial line-up.
Misto Holdings bets on no-agency China model
The Seoul-listed brand operator plans to cross 100 retail locations by June, with five more Korean fashion labels lined up for 2027.
Retailers reclaim checkout from ChatGPT
Walmart conversion inside ChatGPT ran 3x lower than click-through. OpenAI pivots to discovery-first; retailers keep checkout control.
NFL champion, NWSL star back cleat startup Caddix
The Baltimore startup targeting ACL and lower-body injury reduction secures backing from a Super Bowl quarterback and an NWSL defender.
Fast Company ranks Adidas among the top global brands
Adidas tops Fast Company’s Advertising & Marketing category and places No. 7 globally, the only sports brand in the top 50.
Xtep hits record profit on Saucony surge
The group reports highest-ever net profit of RMB1.37 billion (€172 million) as Saucony’s 31% revenue surge and Southeast Asian e-commerce drive gains.
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.
US wearable brand Whoop signs Premier Padel deal
The Boston-based wearable brand will equip all athletes on the circuit and extend into coach education via the FIP Academy.
North America’s Pro Padel League raises $15m
The North American professional padel circuit has closed its second major funding round in 12 months as franchise values surge past $10 million.
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EVENTS RADAR
Q2 2026 Event Radar: trade shows and conferences
Wellness and fitness take center stage in Q2, with FIBO, PEAK 2026 and RiminiWellness among the must-attend events of the quarter.
PARTNER CONTENT
iWarm expands functional clothing with active temperature management
iWarm introduces a heating system that manages garment temperature through carbon nanotube technology and AI-powered controls
Misto Holdings bets on no-agency China model
The Seoul-listed brand operator plans to cross 100 retail locations by June, with five more Korean fashion labels lined up for 2027.
NFL champion, NWSL star back cleat startup Caddix
The Baltimore startup targeting ACL and lower-body injury reduction secures backing from a Super Bowl quarterback and an NWSL defender.
Xtep hits record profit on Saucony surge
The group reports highest-ever net profit of RMB1.37 billion (€172 million) as Saucony’s 31% revenue surge and Southeast Asian e-commerce drive gains.
North America’s Pro Padel League raises $15m
The North American professional padel circuit has closed its second major funding round in 12 months as franchise values surge past $10 million.
Misto Holdings bets on no-agency China model
The Seoul-listed brand operator plans to cross 100 retail locations by June, with five more Korean fashion labels lined up for 2027.
Retailers reclaim checkout from ChatGPT
Walmart conversion inside ChatGPT ran 3x lower than click-through. OpenAI pivots to discovery-first; retailers keep checkout control.
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.
INTERSPORT wins Greek football team merch rights
The Fourlis Group retailer takes exclusive control of Greek national team merchandise across retail, wholesale and a new digital platform.
Adidas only sporting goods name at FIFA 2026
With all global slots filled and record revenue set, adidas is the only sporting goods brand in FIFA’s 2026 commercial line-up.
Fast Company ranks Adidas among the top global brands
Adidas tops Fast Company’s Advertising & Marketing category and places No. 7 globally, the only sports brand in the top 50.
US wearable brand Whoop signs Premier Padel deal
The Boston-based wearable brand will equip all athletes on the circuit and extend into coach education via the FIP Academy.
Decathlon launches expert-backed 0–6 kids range
French sporting goods giant rolls out 20+ products for toddlers and infants, co-developed with pediatric and sports science experts.
US sporting goods spending falls 9% – report
New US transaction data shows a 9% year-over-year decline in sporting goods spending, with middle-income consumers pulling back hardest.
SportsShoes Running Report: one in six Brits run
Younger generations lead UK running participation as the sport maintains a stable base — with motivations, barriers and technology habits mapped across 5,000 Brits.
Sports moments reward brands across all screens
Nine-country study of 9,000 sports fans shows where attention concentrates and how consistent cross-screen presence drives purchase.
Nielsen: 46bn minutes of women’s sports in 2025
Nielsen data shows record audiences across the WNBA, tennis, soccer and college sport as US women’s sports consumption reaches a new high.
Lululemon adds ex-Levi Strauss chief to board
The former Levi Strauss chief brings 13 years of brand turnaround experience to a board under pressure from founder Chip Wilson’s proxy campaign.
Nike names new chief sustainability officer
Cimarron Nix, a nine-year Nike veteran with roots in sourcing and manufacturing, takes the helm after a five-month vacancy.
Dunlop Sports Americas hires retail marketing chief
Kyle Freeman joins DSA to sharpen retail strategy across Srixon, Cleveland Golf and XXIO — bringing 20-plus years from Nike Golf, Under Armour and TaylorMade.
Off-price sports retailer Sportscape hires CCO and CGO
The operator of SportPursuit and Private Sport Shop names a chief commercial officer and chief growth officer as CEO Andy Anson reshapes the leadership team
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.
First Big Tech loss in US court over trade practices goes to Meta, which will appeal
A US jury awards New Mexico $375m in the first successful state lawsuit over Big Tech harm to children — with 40 more cases in the pipeline.
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.
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Fitness EconomyBusiness intelligence on the fitness economy: gyms, studios, connected platforms, tech adoption, and trends driving sporting goods demand. Explore Fitness Coverage → |
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Sports ParticipationWhich activities are growing or declining: participation trends, sports and hybrid formats, and behavioral shifts that drive sporting goods demand. Explore Sports Participation → |
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Women x sporting goodsFrom league revenues and athlete deals to female founders and investors — intelligence on the business of women in sports and sporting goods. Explore Women x Sports → |
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.
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.
Misto Holdings bets on no-agency China model
The Seoul-listed brand operator plans to cross 100 retail locations by June, with five more Korean fashion labels lined up for 2027.
NFL champion, NWSL star back cleat startup Caddix
The Baltimore startup targeting ACL and lower-body injury reduction secures backing from a Super Bowl quarterback and an NWSL defender.
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