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HYROX becomes a brand battlefield

Puma’s CEO calls HYROX a “lighthouse” partnership while Adidas launches its own hybrid race shoe. The battle for fitness racing’s commercial core is on.

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Webinar: Engaging consumers through physical activity narratives

2026-01-26T15:03:00+00:00

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Latest Headlines

IN THE SPOTLIGHT

Campaign spotlight: adidas’ celebrity cast for Spring 2026

2026-03-01T20:01:00+00:00By SGI Europe Editorial Team

Adidas Originals is tapping Hollywood cachet to reinforce the cultural standing of one of its oldest franchises. The brand launched its Superstar Spring 2026 campaign on Feb. 26, anchored by returning ambassador Samuel L. Jackson and a cast of seven figures drawn from music, sport, fashion and skateboarding.

Saucony hits $533m in Wolverine’s best year
2026-02-26T18:17:00+00:00By Valentina Giannella
The 127-year-old running brand posted its highest-ever launch day and targets mid-teens growth in 2026 – now Wolverine’s clearest strategic asset.
Gildan Activewear posts record Q4 revenue
2026-02-26T14:01:00+00:00By SGI Europe Editorial Team
Q4 net sales hit $1.08bn, up 31%, as integration runs ahead of plan and synergy target rises to $250m.
Strategic reset costs Puma millions in full-year results
2026-02-26T13:49:00+00:00By Uschi Horner
German sportswear group posts a €643.6 million loss in its 2025 full-year results as its strategic reset weighs on sales and margins. Currency-adjusted revenue fell 8.1 percent to €7.30 billion, pushing the EBIT margin to -4.9 percent.

Financial Results

CORPORATE

Wilson escalates lululemon board fight with new letter
2026-03-01T11:40:00+00:00By SGI Europe Editorial Team
Founder Chip Wilson has gone public again after 70 days of silence from the board, with a letter demanding a director overhaul and a Brand Product Committee.
Cristiano Ronaldo, conglomerate
2026-02-27T11:09:00+00:00By Pedro Rodríguez
The footballer expands his business empire with a strategic acquisition through his newly formed CR7 Sports Investments.
Payntr Golf joins the 8AM Golf family of brands
2026-02-24T20:59:00+00:00By SGI Europe Editorial Team
The golf media and equipment company backs Portland-based footwear brand worn by Jason Day and other PGA Tour players.

More Corporate News

EVENTS

PGA Show hits 16-year attendance high
2026-02-04T15:11:00+00:00By SGI Europe Editorial Team
EuroShop 2026, Feb. 22–26: Event guide
2026-02-02T07:15:00+00:00By SGI Europe Editorial Team
Texworld Apparel Sourcing Paris 2026: Event guide
2026-01-26T07:27:00+00:00By SGI Europe Editorial Team
TaiSPO 2026 set to showcase fitness boom
2026-01-09T15:15:00+00:00By SGI Europe Editorial Team

More events

RETAIL & SUPPLY

Off-price sports retailer Sportscape hires CCO and CGO
2026-03-01T11:54:00+00:00By SGI Europe Editorial Team
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
Poland: SPORT 2000’s next growth stop
2026-02-27T11:44:00+00:00By Valentina Giannella
Germany-based retail service organization enters Poland as market 17. CEO Margit Gosau explains the strategic rationale behind a long-march expansion.
Intersport Finke wins EuroShop sustainability prize
2026-02-26T15:47:00+00:00By SGI Europe Editorial Team
A German Intersport franchise store triumphed over a global field of 122 entries from 30 countries with a circular-economy refit that cut 5 tons of CO2.

More about Retail

CONSUMER

Social: female athletes’ biggest asset – and liability
2026-02-25T22:16:00+00:00By Katalina Farkas and Valentina Giannella
Women’s sports revenue is growing faster than men’s. Female athletes generate more social engagement. But visibility carries a cost brands rarely pay for.
GB triathlon participation returns to growth
2026-02-18T10:20:00+00:00By SGI Europe Editorial Team
120,000 active triathletes recorded in 2025 – but the sport remains 28,000 below its pre-pandemic peak.
US golf participation hits eight-year growth streak
2026-02-04T15:11:00+00:00By SGI Europe Editorial Team
On-course participation surpassed 29 million in 2025, marking eight consecutive years of growth and reinforcing the sport’s resilience

Consumer and demand

C-Suite Interviews

More C-Suite Interviews >>>

PEOPLE & HR

Off-price sports retailer Sportscape hires CCO and CGO
2026-03-01T11:54:00+00:00By SGI Europe Editorial Team
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
Misto Holdings CEO handover founder to his son
2026-03-01T10:48:00+00:00By SGI Europe Editorial Team
Gene Yoon moves to honorary chair as his son takes over the group behind Fila, Titleist and FootJoy.
JD Sports brings 10,000 young people to career event
2026-02-24T13:45:00+00:00By SGI Europe Editorial Team
The sports retailer’s JD UP program, launched in 2020, has now reached tens of thousands of young people across the UK, Spain — and is heading to the US.

More People & Leadership News

TECHNOLOGY & AI

MLB clubs taking charge of their local broadcasts
2026-02-25T18:12:00+00:00By Pedro Rodríguez
The MLB club takes direct control of local telecasts amid the collapse of regional sports networks across North America.
New AI index tracks sporting goods brand visibility
2026-02-17T14:02:00+00:00By SGI Europe Editorial Team
Parcel Perform’s AI Visibility Index tracks how AI shopping assistants rank and recommend sportswear and sporting goods brands when consumers ask what, how and where to buy.
SPG adopts cloud solution to upgrade product operations
2026-02-16T09:55:00+00:00By SGI Europe Editorial Team
The licensed apparel company is replacing its legacy system to accelerate development cycles and support growth across brands including Browning and Carhartt.

More Tech & AI

SGIE EXCLUSIVE REPORTS

Report: The German Performance Running Market 2025
2025-09-30T14:49:00+01:00
Exclusive data: How Chinese consumers shop for outdoor apparel online
2025-07-29T14:48:00+01:00
Exclusive data: How chinese consumers shop for sports footwear online
2025-06-02T11:51:00+01:00
Sporting Goods Industry Dynamics
2024-11-07T20:31:00+00:00

More Exclusive Reports

SUSTAINABILITY & CSR

Intersport Finke wins EuroShop sustainability prize
2026-02-26T15:47:00+00:00By SGI Europe Editorial Team
A German Intersport franchise store triumphed over a global field of 122 entries from 30 countries with a circular-economy refit that cut 5 tons of CO2.
Women redefine performance beyond function in active lifestyle industry
2026-02-24T12:52:00+00:00Sponsored by Performance Days
Influenced by a strong female perspective in design and strategy, the industry is moving toward a balance of high-functionality, circularity, and sensory comfort.
Clean200 2026: Nike, Adidas and Puma ranked
2026-02-19T15:21:00+00:00By SGI Europe Editorial Team
Five sporting goods firms feature in the global ranking of largest companies by sustainable revenue, with Nike at rank 57.

More about sustainability & CSR

BRAND & PRODUCT MARKETING

Campaign spotlight: adidas’ celebrity cast for Spring 2026
2026-03-01T20:01:00+00:00By SGI Europe Editorial Team
Adidas Originals is tapping Hollywood cachet to reinforce the cultural standing of one of its oldest franchises. The brand launched its Superstar Spring 2026 campaign on Feb. 26, anchored by returning ambassador Samuel L. Jackson and a cast of seven figures drawn from music, sport, fashion and skateboarding.
Decathlon bets on airbag tech to widen safety
2026-02-27T11:01:00+00:00By SGI Europe Editorial Team
The French retailer teams up with an AI-driven wearable airbag specialist to bring elite-level fall protection to mass-market price points.
adidas Unveils Its First Truly Hybrid Fitness Shoe
2026-02-26T13:49:00+00:00By SGI Europe Editorial Team
As HYROX expands into one of the fastest-growing formats in global fitness, adidas bets on purpose-built footwear to claim a share of the market.

More about marketing

FOCUS CHINA

Amer Sports earns China Top Employer again
2026-02-20T16:52:00+00:00By SGI Europe Editorial Team
CNY: Western brands learn China’s emotional playbook
2026-02-17T07:24:00+00:00By Valentina Giannella
Chinese brands claim visibility podium at Milano Cortina
2026-02-16T15:46:00+00:00By Valentina Giannella

More about China

TRADE & TARIFFS

New Balance bets on Made in USA in a tariff-torn era
2026-02-24T09:44:00+00:00By Valentina Giannella
The Boston brand’s latest domestic drop arrives as tariffs reshape sourcing debates across the US footwear industry.
Spain to tighten borders to low-value foreign e-commerce
2026-02-23T17:40:00+00:00By Pedro Rodríguez
New measures target platforms like Shein and Temu, aligning with EU policy whilst introducing additional scrutiny.
Sportswear stocks surge then slump in tariff whiplash
2026-02-23T16:19:00+00:00By Valentina Giannella
Nike closes lower on the day the Supreme Court won the tariff argument. The sector’s reaction tells a bigger story about what comes next.
US ready to cut India tariffs to 18% from 50%
2026-02-04T15:11:00+00:00By SGI Europe Editorial Team
Agreement reduces tariffs dramatically but lacks detail on implementation. Sporting goods manufacturers face new sourcing calculus.

More about Tariffs and Trade

LEGAL

Spain to tighten borders to low-value foreign e-commerce
2026-02-23T17:40:00+00:00By Pedro Rodríguez
New measures target platforms like Shein and Temu, aligning with EU policy whilst introducing additional scrutiny.
Adidas probes partner data breach
2026-02-19T15:21:00+00:00By SGI Europe Editorial Team
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
2026-02-05T14:21:00+00:00By SGI Europe Editorial Team
Federal regulators claim diversity programs discriminated against white employees, challenging past corporate DEI practices.
Nike pays Thai workers after five years
2025-12-30T13:40:00+00:00By SGI Europe Editorial Team
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.