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Editor’s picks
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.
Article
Nike closes in on Champions League ball deal
A competitive UEFA tender has put Nike ahead of adidas and Puma for European club football’s most visible equipment contract.
Article
“A love letter to the run”: Brooks and Cynthia Erivo
Brooks is leaning into a culture-first marathon activation to reach new runners beyond its core, led by a compelling running testimonial.
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.
Ciele Athletics introduces the Icon running line
Heat-ready gear built for training and race day.
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.
Under Armour and DICK’S back youth sports
Two of sport’s biggest brands are putting their weight behind a youth tournament platform with national reach.
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.
Nike closes in on Champions League ball deal
A competitive UEFA tender has put Nike ahead of adidas and Puma for European club football’s most visible equipment contract.
Xponential Fitness explores sale
The boutique fitness franchisor has hired Jefferies to run a formal process. A board shake-up signals urgency.
adidas 3D-prints a bespoke football boot
The brand’s new 3D-printed football boot is the second application of its additive manufacturing platform, Project R.A.P.
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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
iWarm expands functional clothing with active temperature management
iWarm introduces a heating system that manages garment temperature through carbon nanotube technology and AI-powered controls
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.
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.
Dick’s to remodel 250 Foot Locker stores by fall
Presented at J.P. Morgan’s Retail Forum, Dick’s early results from 21 revamped stores demonstrate the impact of the Fast Break format rollout.
Ciele Athletics introduces the Icon running line
Heat-ready gear built for training and race day.
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.
Under Armour and DICK’S back youth sports
Two of sport’s biggest brands are putting their weight behind a youth tournament platform with national reach.
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.
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.
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.
Colmar’s Mario Colombo dies at 71
Mario Colombo dies aged 71: Colmar president and Made in Italy ski sportswear figure
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.
Castore chooses Ocula AI for product content
Castore has chosen AI platform Ocula Technologies to optimize product copy and metadata across its global ecommerce catalog.
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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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