The Impact of Sports – Why the industry must act now
The WEF puts $169 billion of sporting goods revenue at risk from rising inactivity, and the WHO’s 2026 milestone will pass unmet. Our Impact of Sports Special gathers the new evidence and the people working on the problem, from Brussels to the brands.
Physical inactivity 2026: The cost of standing still
The WEF puts $169 billion of sporting goods revenue at risk from rising inactivity, and the WHO’s 2026 milestone will pass unmet. Our Impact of Sports Special gathers the new evidence and the people working on the problem, from Brussels to the brands.
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Impact of sports: Sporting Goods brands are missing their biggest opportunity
Stop treating social purpose as a campaign. Start anchoring it in the company’s own objectives, says the MD of the Laureus Sport for Good Foundation Germany, Austria in our interview.
Why sport could be one of the most important social policy tools
The Sporting Goods industry generates billions in annual revenue, but according to FESI its most important contribution may be one that never shows up in trade statistics.
Webinars
Watch now: Engaging consumers through physical activity narratives
Nike and ASICS share exclusive insights into engaging consumers through physical activity marketing and communication campaigns.
Watch now: How adidas and Decathlon Are Activating Events Differently
On 13 July, SGI Europe and WFSGI hosted the 2. session of their Coffee Break Webinar Series, focusing on sports events as demand engines.
Movement as medicine
The call to embed sport in every GLP-1 program
Sport and physical activity must become part of every obesity treatment program, seven global health and fitness bodies say in a joint policy call.
WFSGI turns the World Cup into a youth participation drive
Ten brands, two panels, five principles, and one question rarely posed: what do sporting events actually leave behind for young people?
Helping people feel better is becoming the sports industry’s greatest growth opportunity
Brand strategist Fredrik Ekström argues that the sports and outdoor industry’s greatest growth opportunity lies not in helping existing consumers perform better, but in helping millions of new consumers feel better through movement, connection and nature.
Half the story: low coverage of women in sport isn’t just a fairness issue
85 percent of sports coverage still goes to men. Here’s why that’s a structural and a business problem, not just a fairness one.
Women still wait for a seat at the top: the 2026 data
Women hold 30 percent of board seats and 24 percent of executive roles in sporting goods. The numbers are improving — but barely.
Asics helps reimagine physical education kit for UK girls
The “Undropped Kit” has been designed in collaboration with UK teenagers and their partners.
Why big brands keep missing modest athleisure
Muslim apparel spending reached $327 billion in 2023. So why are so many women still stitching together their own coverage hacks at the gym?
Brands moving the needle
ASICS launches global ‘Move Your Body, Move Your Mind’ campaign
ASICS unveils global campaign linking movement to mental wellbeing, featuring reimagined Beach Boys classic to reinforce 75-year founding philosophy.
Oura: small ring, large ambitions
Ring 5 launch: the biggest media push in Oura’s history is also its most strategic.
Why sports brands are investing in critical infrastructure
Sports infrastructure is not only a foundation of physical activity, health equity and community, but the future of the sports industry itself.
Latest News
Misto Korea ties CSR spend to circular reuse
FILA’s Korean arm turns old uniforms and surplus stock into care kits for vulnerable youths across Seoul.
Misto’s sustainability report: wins and open gaps
Small-scale circularity wins are outpacing structural fixes on Scope 3, supplier safety and board diversity.
EU destruction ban: five moves to make
Large brands are in scope now. Mid-sized brands have until July 2030. The prize is what they do with those four years.
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