Must-read
ANTA Sports: The making of a global multi-brand machine
From a Fujian shoe factory to a global conglomerate: how ANTA built a portfolio that now rivals Nike and adidas, and how it runs it.
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.
Sport 2000 brings outdoor and transformation to board
Sport 2000’s new board leadership brings outdoor expertise and transformation skills that directly mirror its 2025 strategy.
Sport 2000 brings outdoor and transformation to board
Sport 2000’s new board leadership brings outdoor expertise and transformation skills that directly mirror its 2025 strategy.
PUMA names Dennis Schroeder MD Europe
Dennis Schroeder left PUMA for Nike, 11teamsports and SNIPES. Now he returns to lead PUMA’s entire European operation.
Wisdom Ventures: a $77.7 million bet on AI wellbeing
The SF-based wellbeing VC follows a $10 million debut fund with an oversubscribed raise led by three partners from Google, legal, and mindfulness.
VivaGym-Synergym deal accelerates Iberian fitness roll-up
With Providence Equity behind the deal, the acquisition follows the PE playbook: consolidate before competitors do, exit at scale.
From the pitch to the barber’s chair: adidas at World Cup 26
New York and Toronto host free fan spaces tying 14 federation kits, athlete marketing and retail into a six-week activation.
Nordic Fabric Fair tests the fashion-sport convergence
Stockholm textile fair expands into sport, outdoor and fitness in a December relaunch covering fashion and functional sourcing.
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.
Stay informed. Stay ahead. Every weekday in your inbox: the SGIE Daily Digest newsletter.
The news, analysis and competitive signals that matter — curated for industry professionals.
Sign up for free
|
FitnessBusiness intelligence on the fitness economy: gyms, studios, connected platforms, tech adoption, and trends driving sporting goods demand. Explore Fitness Coverage → |
|
Sports ParticipationWhich activities are growing or declining: participation trends, sports and hybrid formats, and behavioral shifts that drive sporting goods demand. Explore Sports Participation → |
Meet the ChallengersTracking challengers shifting market dynamics through product innovation, community growth, and category disruption. From A as Alo to V as Vuori. Explore Challenger Brands → |
World Cup 2026: The business of the beautiful game
Three brands outfit 77 percent of teams. Sponsorship is at record levels. And yet FIFA’s own pricing strategy may be the industry’s biggest risk.
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.
ANTA Sports: The making of a global multi-brand machine
From a Fujian shoe factory to a global conglomerate: how ANTA built a portfolio that now rivals Nike and adidas, and how it runs it.
Sport 2000 brings outdoor and transformation to board
Sport 2000’s new board leadership brings outdoor expertise and transformation skills that directly mirror its 2025 strategy.
Wisdom Ventures: a $77.7 million bet on AI wellbeing
The SF-based wellbeing VC follows a $10 million debut fund with an oversubscribed raise led by three partners from Google, legal, and mindfulness.
VivaGym-Synergym deal accelerates Iberian fitness roll-up
With Providence Equity behind the deal, the acquisition follows the PE playbook: consolidate before competitors do, exit at scale.
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.
PUMA names Dennis Schroeder MD Europe
Dennis Schroeder left PUMA for Nike, 11teamsports and SNIPES. Now he returns to lead PUMA’s entire European operation.
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.
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.
TOPICS
Corporate and FinancialRetail and Supply
Marketing
Consumer
People and HR
Events and Trade Shows
Legal
CSR and Sustainability
Technology and AI
Asia-Pacific
Athlete economy
MARKET ANALYSIS
Analysis and dataIndustry Scorecards
Reports
Case Studies
SERIES and SPECIALS
Winter Olympics 2026Circular Economy
Impact of Sports
Redefining CSR 2025
SUBSCRIPTIONS
Membership plansFAQs
ASK SGIE AI
For premium subscribersABOUT US
About usNewsroom and Contacts
Media solutions
- COPYRIGHT © EDM PUBLICATIONS GMBH
- Contact Us
- FAQS
- Terms and Conditions
- Privacy & Cookies Policy
- Impressum
- Issues
- Topics A-Z