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The jacket and the mountain: what Arc’teryx’s Shanghai Museum is really selling
How a permanent brand infrastructure becomes the most durable response to a communication crisis, and what European outdoor brands should take from it.
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North Face powers VF Corp’s first growth in three years
The apparel group posted its first annual revenue increase since FY2023, led by The North Face – while Napapijri resets and Altra surges.
News briefs
ASICS launches first Alpine training camp
A chalet near Mont Blanc. Ten athletes at a time. ASICS is building loyalty where it counts.
Cristiano Ronaldo’s targets online sports streaming
A stake in LiveModeTV extends Ronaldo’s media holdings to a live sport streaming play built on free YouTube distribution.
The jacket and the mountain: what Arc’teryx’s Shanghai Museum is really selling
How a permanent brand infrastructure becomes the most durable response to a communication crisis, and what European outdoor brands should take from it.
North Face powers VF Corp’s first growth in three years
The apparel group posted its first annual revenue increase since FY2023, led by The North Face – while Napapijri resets and Altra surges.
Golf’s AI rebuild: inside the DPWT–HCLTech deal
Multi-year deal covers full redevelopment of the tour’s website and app, plus marketing activation at six tournaments in five countries.
Vancouver wraps a science museum in a football
Science World’s 40-metre dome becomes a full-scale replica of the adidas Trionda, the official World Cup 2026 match ball
World Cup 2026 kicks off with a trilogy of opening shows
Mexico City goes first on June 11, followed by Toronto and Los Angeles, in a three-country opening ceremony series developed with Balich Wonder Studio.
Atomic names six directors in commercial restructure
Atomic names six directors and separates brand-building from activation in a structure built around specialist retailers.
Anime Is the New Jersey
Desperate to hook younger fans, sports brands are placing a surprising bet on anime, and the numbers prove its payoff.
PUMA’s €646 million loss and the Anta gamble
A suspended dividend and a new controlling shareholder frame a turnaround that goes well beyond cutting costs.
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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.
North Face powers VF Corp’s first growth in three years
The apparel group posted its first annual revenue increase since FY2023, led by The North Face – while Napapijri resets and Altra surges.
PUMA’s €646 million loss and the Anta gamble
A suspended dividend and a new controlling shareholder frame a turnaround that goes well beyond cutting costs.
Wells Fargo downgrades Nike and Deckers on GLP-1 trend
he weight-loss drug wave is lifting apparel broadly – but the gains flow to categories tied to body-size change, leaving Nike and HOKA structurally exposed.
Amer Sports beats Q1 estimates, raises 2026 guidance
Arc’teryx and Salomon drive a 32% revenue jump, clearing analyst targets and prompting an upgrade to full-year targets.
Skechers picks Mainhausen for German HQ
The move consolidates showroom and HQ into one facility at Europe’s largest footwear ordering campus.
Intersport CFO on AI strategy and physical retail
Intersport’s CFO frames the AI era as a structural opportunity for cooperative retail, not a threat to be managed.
Montirex takes on Europe via JD Sports
The Liverpool-born challenger brand pairs a 24-location Spanish rollout with a culturally targeted athlete deal — built without a single outside investor.
Fanatics wins exclusive FIFA collectibles license
Fanatics takes exclusive FIFA collectibles rights — ending Panini’s World Cup sticker run that began in 1970.
The jacket and the mountain: what Arc’teryx’s Shanghai Museum is really selling
How a permanent brand infrastructure becomes the most durable response to a communication crisis, and what European outdoor brands should take from it.
ASICS launches first Alpine training camp
A chalet near Mont Blanc. Ten athletes at a time. ASICS is building loyalty where it counts.
Adidas unveils Mexico’s World Cup third kit
The new jersey marks Mexico’s historic third turn as World Cup host — paired with a craft collaboration with social enterprise Someone Somewhere.
Montirex takes on Europe via JD Sports
The Liverpool-born challenger brand pairs a 24-location Spanish rollout with a culturally targeted athlete deal — built without a single outside investor.
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.
Activewear sells confidence. The data disagrees.
A peer-reviewed study finds no link between activewear engagement and female body confidence, contradicting a core industry marketing claim.
Athletic footwear loses ground in US survey
A new US survey finds athletic spend down 5 percent and athleisure down 8 percent, as durability overtakes performance tech as the key purchase driver.
Beyond the logo: what brands gain from mass participation sports
A 7.8% surge in event participation is reshaping where sporting goods brands can build durable equity – if they look past the finish-line banner.
Atomic names six directors in commercial restructure
Atomic names six directors and separates brand-building from activation in a structure built around specialist retailers.
SportsShoes.com promotes mountain runner to trail marketing lead
Ben Mounsey, a former Great Britain mountain runner on staff since 2019, takes charge of trail and outdoor growth strategy.
Intersport CFO on AI strategy and physical retail
Intersport’s CFO frames the AI era as a structural opportunity for cooperative retail, not a threat to be managed.
Former Nike’s women’s marketing VP joins Saucony
Wendy Kula, who led Nike’s North America women’s brand campaigns, moves to Saucony as CMO.
Purpose-led sponsorship gets a new playbook
A UK consultancy unveils a new service to help rights-holders and brands convert social impact into measurable commercial returns.
Ortovox retains Fair Wear Leader status sixth year
An 11-point score jump and a structural shift: social compliance now sits inside procurement, not alongside it.
Sympatex rescued, but the hard question remains
The brand survives, but whether Pidigi can fund the R&D needed to keep Sympatex competitive against Gore-Tex is the deal’s central open question.
Technogym scores 100/100 on ESG transparency
Fitness equipment maker joins Dow Jones Best-in-Class Europe Index with near-perfect scores on health, energy and reporting.
Golf’s AI rebuild: inside the DPWT–HCLTech deal
Multi-year deal covers full redevelopment of the tour’s website and app, plus marketing activation at six tournaments in five countries.
Polymarket hooks into another football league
Polymarket becomes Italian Serie A’s exclusive US prediction markets partner, with official data supplied via Genius Sports following its Legend acquisition.
Intersport CFO on AI strategy and physical retail
Intersport’s CFO frames the AI era as a structural opportunity for cooperative retail, not a threat to be managed.
Genius Sports buys a media network worth a billion
Genius Sports completes its acquisition of digital sports and gaming media network Legend, valued at up to $1.2 billion including earnout.
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.
EU-Mercosur deal in force provisionally May 1
Provisional tariff cuts on footwear and apparel into South America start May 1 – but full ratification is still years away.
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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