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Must-read
Analysis
Sports companies are discovering the pet market as a growth area
From a niche market to a multi-billion-dollar industry: How sports companies are already making good money in the $270 billion pet market.
Article
Allbirds joins the AI gold rush
Once valued at $4bn, the wool sneaker brand is selling its footwear assets and rebranding as an AI infrastructure company – sending its stock up 582%.
News briefs
Adidas gives Japan kit its own anthem
Adidas deploys anime and J-pop artist Ado to extend Japan’s World Cup kit beyond football into Gen-Z culture.
Peloton: “Let Yourself Go” with Hudson Williams
The latest “Let Yourself Go” chapter casts a rising star to pitch the Tread+ as a platform — and sell a feeling, more than a product.
S&P affirms Amer Sports BBB- after debt paydown
S&P Global Ratings keeps Amer Sports at investment grade after the Arc’teryx owner uses equity proceeds to retire senior secured debt.
Nike backs lacrosse ahead of 100-year Olympic return
The sportswear giant becomes official apparel partner of both North American lacrosse leagues as the sport builds toward its Olympic debut in Los Angeles.
Adidas marks 25 years of Climacool with Shanghai relaunch
At a “Future Museum” event in Shanghai, adidas used Climacool’s 25-year history as a springboard for new footwear, apparel and 2026 World Cup products.
Allbirds joins the AI gold rush
Once valued at $4bn, the wool sneaker brand is selling its footwear assets and rebranding as an AI infrastructure company – sending its stock up 582%.
Unisport acquires US soccer retailer Arocam
Copenhagen-based Unisport adds the WeGotSoccer banner and key US Hispanic-market partnerships as it moves into North America.
Adidas gives Japan kit its own anthem
Adidas deploys anime and J-pop artist Ado to extend Japan’s World Cup kit beyond football into Gen-Z culture.
China social media turns on Lululemon over PFAS
A Texas investigation into forever chemicals has gone viral in China, sparking a backlash that could dent Lululemon’s most important growth market.
R.A.D footwear partners with Rogue Invitational event
The training shoe brand secures a two-year headline sponsorship at the annual CrossFit and strongman competition held in Aberdeen, Scotland.
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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.
S&P affirms Amer Sports BBB- after debt paydown
S&P Global Ratings keeps Amer Sports at investment grade after the Arc’teryx owner uses equity proceeds to retire senior secured debt.
Allbirds joins the AI gold rush
Once valued at $4bn, the wool sneaker brand is selling its footwear assets and rebranding as an AI infrastructure company – sending its stock up 582%.
Unisport acquires US soccer retailer Arocam
Copenhagen-based Unisport adds the WeGotSoccer banner and key US Hispanic-market partnerships as it moves into North America.
London Marathon Events acquires Frankfurt Marathon organizer
The deal broadens LME’s European reach and follows the March launch of a multi-event marathon series that includes Frankfurt.
SportsShoes.com enters nutrition with Puresport
The UK online running retailer says it is the first in its category to partner with Puresport, adding electrolytes, gels and creatine.
FanDuel Sports Network to wind down
Main Street Sports Group is preparing to close, leaving 13 NBA and seven NHL teams to rebuild local broadcast revenue from near zero.
Kantar NRF: three sport retailers in top 50
Decathlon, JD Sports and lululemon each appear in the 2026 NRF/Kantar Top 50 Global Retailers — a list that rewards international direct selling and reveals which sport retailers are building genuine cross-border scale.
Spain regulator probes Decathlon-Intersport deal
Spain’s competition authority moves to phase 2 review, saying Decathlon’s remedies fail to address market concentration risk in Tenerife.
Peloton: “Let Yourself Go” with Hudson Williams
The latest “Let Yourself Go” chapter casts a rising star to pitch the Tread+ as a platform — and sell a feeling, more than a product.
Nike backs lacrosse ahead of 100-year Olympic return
The sportswear giant becomes official apparel partner of both North American lacrosse leagues as the sport builds toward its Olympic debut in Los Angeles.
Adidas marks 25 years of Climacool with Shanghai relaunch
At a “Future Museum” event in Shanghai, adidas used Climacool’s 25-year history as a springboard for new footwear, apparel and 2026 World Cup products.
Adidas gives Japan kit its own anthem
Adidas deploys anime and J-pop artist Ado to extend Japan’s World Cup kit beyond football into Gen-Z culture.
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.
Patagonia names EMEA marketing and impact chief
Patagonia has created an EMEA leadership role that formally unites brand marketing with the brand’s environmental and social impact work.
Vuori names first Chief Product Officer
The California activewear brand fills a newly created product leadership role as it targets 25 new store openings and deeper international reach in 2026.
Ortovox appoints Vaude marketing veteran to lead D2C strategy
Alpine brand brings in 15-year Vaude veteran Manfred Meindl as Director Marketing & Digital D2C amid broader strategic repositioning.
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.
FanDuel Sports Network to wind down
Main Street Sports Group is preparing to close, leaving 13 NBA and seven NHL teams to rebuild local broadcast revenue from near zero.
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.
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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.
Adidas marks 25 years of Climacool with Shanghai relaunch
At a “Future Museum” event in Shanghai, adidas used Climacool’s 25-year history as a springboard for new footwear, apparel and 2026 World Cup products.
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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