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Article
Do you exist if AI doesn’t mention you?”
AI tools are reshaping the customer journey in sporting goods. If your brand isn’t in the answer, it isn’t in the running.
News briefs
On and Zendaya unveil first co-created line
Swiss sportswear brand On and Zendaya release their first jointly designed footwear and apparel collection, fronted by a Spike Jonze campaign film.
Analysis
Q4 2025 Scorecard: Revenue rises, earnings crater
Revenue climbed 8% across 47 companies in Q4 2025, but profits fell by more than a third, as impairments, strategic resets and structural consolidation all pulled in the same direction.
On and Zendaya unveil first co-created line
Swiss sportswear brand On and Zendaya release their first jointly designed footwear and apparel collection, fronted by a Spike Jonze campaign film.
Nike’s World Cup kits have a seam problem
A shoulder seam defect on kits worn by England, France and Uruguay has put Nike on the back foot weeks before the tournament.
PUMA creates SVP Creative Direction role
The German sports brand creates a senior creative role and brings in a former adidas design leader to drive its top-3 global brand ambition.
LaLiga signs with Polymarket
LaLiga has become the first European football league to sign a deal with a prediction market – in this case Polymarket, the world’s largest.
Joola sues 11 paddle brands over pickleball patent
The table tennis and pickleball specialist is seeking a US import ban on paddles from competitors including Adidas Pickleball and Paddletek.
Gasly becomes face of Lacoste’s polo
Formula 1 driver Pierre Gasly becomes the face of the Lacoste polo, as the French brand reinforces its sport-culture crossover positioning.
Nike loses another innovation chief
Tom Bignall exits Nike’s top innovation role after less than a year – the fourth change in three years – as shares sink to a 12-year low.
Do you exist if AI doesn’t mention you?”
AI tools are reshaping the customer journey in sporting goods. If your brand isn’t in the answer, it isn’t in the running.
Frasers launches Ask Frasers AI shopping assistant
The UK department store chain has deployed a conversational AI tool built on Algolia technology, reporting early conversion gains.
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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
How FLYTEC helps brands scale innovation without increasing complexity
Rising costs, tightening compliance and market shifts are forcing apparel brands to rethink product development. A system-based approach changes the rules of the game.
Xponential Fitness explores sale
The boutique fitness franchisor has hired Jefferies to run a formal process. A board shake-up signals urgency.
INTERSPORT Austria closes Slovenia deal
The Austrian sports retailer now spans 500+ stores across 12 Central and South-Eastern European countries after finalizing its Slovenia acquisition.
Nike stock hits 12-year low after Q3 results
Nike is down more than 15% in five sessions and trading at its lowest since 2014 — with Goldman Sachs cutting its target today.
Decathlon’s best year yet caps five decades of growth
Decathlon’s integrated model delivers strong FY 2025 results, with GMV up 7.1% and net profit at €910m, as the retailer expands its cycling bet.
How FLYTEC helps brands scale innovation without increasing complexity
Rising costs, tightening compliance and market shifts are forcing apparel brands to rethink product development. A system-based approach changes the rules of the game.
Do you exist if AI doesn’t mention you?”
AI tools are reshaping the customer journey in sporting goods. If your brand isn’t in the answer, it isn’t in the running.
Frasers launches Ask Frasers AI shopping assistant
The UK department store chain has deployed a conversational AI tool built on Algolia technology, reporting early conversion gains.
Skechers opens Copenhagen flagship
The US footwear brand deepens its Nordic foothold with a performance and lifestyle destination at one of Copenhagen’s busiest addresses.
On and Zendaya unveil first co-created line
Swiss sportswear brand On and Zendaya release their first jointly designed footwear and apparel collection, fronted by a Spike Jonze campaign film.
Nike’s World Cup kits have a seam problem
A shoulder seam defect on kits worn by England, France and Uruguay has put Nike on the back foot weeks before the tournament.
Gasly becomes face of Lacoste’s polo
Formula 1 driver Pierre Gasly becomes the face of the Lacoste polo, as the French brand reinforces its sport-culture crossover positioning.
Ciele Athletics introduces the Icon running line
Heat-ready gear built for training and race day.
US sporting goods wholesale hits $130bn
Five-year gains of nearly 35 percent reveal which categories are pulling ahead — and where demand is quietly shifting.
Record US sport participation masks deep gaps
A historic milestone for US sports participation — yet most Americans still don’t meet weekly activity guidelines, new SFIA data shows.
Sport participation: Triathlon finds a new consumer
Younger athletes and rising female participation are reshaping the multisport market – and redefining who sporting goods brands need to reach.
EU consumer mood hits 2-year low
European households are cutting discretionary budgets at the fastest rate in over two years, pressing the sporting goods sector.
PUMA creates SVP Creative Direction role
The German sports brand creates a senior creative role and brings in a former adidas design leader to drive its top-3 global brand ambition.
Burton CEO John Lacy to exit in June
After nearly three decades — including leading the brand through its founder’s death and COVID — Lacy is moving on. Here’s what comes next.
Kontoor gives CFO Alkire control of Helly Hansen
Joseph Alkire adds Helly Hansen to his CFO and operations brief in a move that tightens executive oversight of Kontoor’s outdoor acquisition.
GoPro cuts 23% of workforce in restructuring
The action camera maker is axing nearly a quarter of its global staff as part of a cost-cutting drive timed for Q2 2026.
LaLiga signs with Polymarket
LaLiga has become the first European football league to sign a deal with a prediction market – in this case Polymarket, the world’s largest.
Do you exist if AI doesn’t mention you?”
AI tools are reshaping the customer journey in sporting goods. If your brand isn’t in the answer, it isn’t in the running.
Frasers launches Ask Frasers AI shopping assistant
The UK department store chain has deployed a conversational AI tool built on Algolia technology, reporting early conversion gains.
Oura’s big bet on gesture control
Oura’s ring may soon do more than track you. Gesture control could turn it into your everyday remote.
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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.
How adidas rewired its China business
A 36 percent revenue drop in 2022 forced adidas to reimagine its China model. Three years later, Greater China is its fastest-growing region.
Curry’s free-agency sneakers hit the auction block
Over 70 pairs worn during Curry’s brand-free NBA season go under the hammer, with all proceeds supporting the Eat. Learn. Play. Foundation.
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