Must-read
C-Suite Interview
SGIE talks to Fanatics on DP World Tour, Ryder Cup deal
Fanatics becomes exclusive retail partner of the DP World Tour and Ryder Cup Europe, with rights to make Team Europe kit replicas for the first time.
Article
Hyrox booms in China. Can Puma turn that into sales?
Sponsorship rights secure PUMA the Hyrox stage in China. Analysts say retail density, not exclusivity, will decide sales.
Article
Foot Locker’s new campaign: decades of shoes and staff
The film runs in France, Italy and the UK across connected TV, digital, social and out-of-home, plus in-store across EMEA.
Fictional football club scores real Sports Direct deal
A satirical Sunday league team invented by a comedian is becoming Sports Direct’s newest exclusive kit partner.
Nike’s cheapest new Air Force 1 is not a shoe
A $99.99 LEGO set arrives the same season as a Gore-Tex Mid and a $140 pony hair drop.
Hyrox booms in China. Can Puma turn that into sales?
Sponsorship rights secure PUMA the Hyrox stage in China. Analysts say retail density, not exclusivity, will decide sales.
Foot Locker’s new campaign: decades of shoes and staff
The film runs in France, Italy and the UK across connected TV, digital, social and out-of-home, plus in-store across EMEA.
Lululemon’s AI chief exits after 11 months
BNP Paribas and Bloomberg Intelligence both read the exits as a continuity problem rather than an AI problem.
Q2 2026: golf supplies 88% of Misto profit
The FILA sportswear segment shrank 7.4 percent in the quarter. Acushnet delivered nearly nine-tenths of operating profit.
ASICS trail shoes back its raised guidance
Two new trail shoes reinforce the running growth behind ASICS’ raised full-year forecast.
LaLiga rolls out Connected Ball to all matches
Every LaLiga ball now talks to VAR, and to the league’s new revenue plans
Ellesse builds US headquarters in Dallas
Ellesse’s US comeback runs through Dallas, with a new HQ, e-commerce relaunch and a tennis-first playbook
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
Paddletek buys pickleball paddle maker PIKKL
PIKKL joins a portfolio spanning Bantam, Tempest and Honeyfoam, as Paddletek also signs three unrelated pro Johnsons.
Asian tennis athletes are no longer the backup option
Once an afterthought, Asian stars like China’s Zheng Qinwen now command top sponsorship dollars, rewriting who brands back.
The Slazenger brand revival is a 43-minute comedy film
Yes, comedy. Slazenger’s answer to decades of decline is a 43-minute film starring its 23-year-old creative director.
Kostyuk reaches Wimbledon quarterfinal in Wilson dress
Her second Wilson dress sold out in days. Now Marta Kostyuk has matched it with her first Wimbledon quarterfinal.
Macron: the brand that grew by saying ‘no’
Macron’s Chief Brand & Communications Officer Angelo Marino explains why 22 years of organic growth start with knowing when to refuse.
PARTNER CONTENT
The industry’s new benchmark for excellence: ISPO Awards 2026
With renewed ambition, the ISPO Awards step onto the world stage in 2026. Entries are now open.
Q2 2026: golf supplies 88% of Misto profit
The FILA sportswear segment shrank 7.4 percent in the quarter. Acushnet delivered nearly nine-tenths of operating profit.
Ellesse builds US headquarters in Dallas
Ellesse’s US comeback runs through Dallas, with a new HQ, e-commerce relaunch and a tennis-first playbook
Björn Borg’s growth streak ends with Q2, but gross margin hits new high
Sales fell for the first time in 21 quarters at the Swedish brand, but profit after tax more than doubled on record margins.
Asics raises full-year guidance as SportStyle boom accelerates
SportStyle’s near-doubling in Q2 shows Asics’ growth engine shifting from performance running toward lifestyle.
Fictional football club scores real Sports Direct deal
A satirical Sunday league team invented by a comedian is becoming Sports Direct’s newest exclusive kit partner.
SGIE talks to Fanatics on DP World Tour, Ryder Cup deal
Fanatics becomes exclusive retail partner of the DP World Tour and Ryder Cup Europe, with rights to make Team Europe kit replicas for the first time.
Fabletics plans retail expansion, at home and abroad
Fabletics has crossed the billion-dollar revenue threshold and is now targeting aggressive store growth in the US and abroad, with new markets including India, the UAE and deeper penetration across Latin America.
Worldly appoints Senior VP of Growth
On Aug. 11 Worldly appointed Léyoh Goodall Senior Vice President of Growth, tasking her with aligning the supply-chain platform’s commercial and customer teams around “verified data” – rather than “estimates or averages” – in an era of “tariff pressure, tightening regulation, and multi-tier complexity.”
Nike’s cheapest new Air Force 1 is not a shoe
A $99.99 LEGO set arrives the same season as a Gore-Tex Mid and a $140 pony hair drop.
Foot Locker’s new campaign: decades of shoes and staff
The film runs in France, Italy and the UK across connected TV, digital, social and out-of-home, plus in-store across EMEA.
ASICS trail shoes back its raised guidance
Two new trail shoes reinforce the running growth behind ASICS’ raised full-year forecast.
LaLiga rolls out Connected Ball to all matches
Every LaLiga ball now talks to VAR, and to the league’s new revenue plans
How SE Asian local brands find a competitive edge
A Bali brand built on surplus fabric from global labels. A Brunei brand built on repairs. How Southeast Asian local brands compete.
China’s fake-fatigue is reaching sporting goods
From grassroots leagues to fan-fueled merch, dentsu’s new report has lessons for Western brands
Superfeet may claim a fifth of $8.4bn insoles market
New research projects the sector will grow from $4.3 billion in 2026 to $8.4 billion by 2036, with Superfeet leading the company segment.
Gravel running becomes brands’ new growth strategy
Salomon describes gravel as a gateway to new consumers, and Nike, Craft and HOKA are following it into the category.
New Balance UK factory gets a garden by a jeweller
London jewellery brand Bleue Burnham, founded by a self-taught gardener, designed the space for New Balance’s 300 UK shoemakers.
Macron: the brand that grew by saying ‘no’
Macron’s Chief Brand & Communications Officer Angelo Marino explains why 22 years of organic growth start with knowing when to refuse.
TrusTrace’s cofounder Rajan on the cost of compliance
Hrishikesh Rajan, co-founder and chief growth officer at TrusTrace, in conversation with SGI Europe.
adidas names Mayer GM Central Europe
Claus-Peter Mayer succeeds Marina Mogus effective September 1; Olivier Gianina takes Southern Europe from August 1.
How SE Asian local brands find a competitive edge
A Bali brand built on surplus fabric from global labels. A Brunei brand built on repairs. How Southeast Asian local brands compete.
Chori: more than a supplier, a strategic textile partner from yarn to garment
With nearly 180 years in textiles, Japan’s Chori has evolved from fibre trader to fully integrated development and manufacturing partner — and is now making a direct pitch to European performance brands seeking consolidated supply chains backed by verified sustainability data.
New Balance UK factory gets a garden by a jeweller
London jewellery brand Bleue Burnham, founded by a self-taught gardener, designed the space for New Balance’s 300 UK shoemakers.
Right to repair is law, but what’s a fair price?
The EU Right to Repair Directive is now German law; refurbished marketplace Refurbed says spare-part pricing rules are still missing.
Worldly appoints Senior VP of Growth
On Aug. 11 Worldly appointed Léyoh Goodall Senior Vice President of Growth, tasking her with aligning the supply-chain platform’s commercial and customer teams around “verified data” – rather than “estimates or averages” – in an era of “tariff pressure, tightening regulation, and multi-tier complexity.”
Prediction markets carve into the sports rights pie
Prediction markets are entering sports rights. Same package. New buyer.
Trail-running app RacePace builds prep on race history
The update pulls a runner’s full ITRA history into prep, not just fitness data - sharper plans for those returning from a break.
Fanatics brings some financial plumbing in house
Better known for jerseys and memorabilia, Fanatics is acquiring the exchange and clearinghouse behind its prediction markets.
Hainan duty-free partners with Lululemon
The Hainan duty-free retailer is expanding a sports portfolio that now includes Lululemon, Salomon, Under Armour, adidas and Nike.
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.
Whoop wins FDA closeout on blood pressure feature
The FDA dropped its 2025 enforcement action after Whoop modified its interface and the agency updated its wellness guidance.
UK: adidas, Uniqlo and CK ads banned for greenwashing
The UK advertising regulator banned Google ads from adidas, Uniqlo and Calvin Klein for unsubstantiated recycled material claims.
Gildan faces class action probes after short-seller report
Levi & Korsinsky, Kalloghlian Myers and Howard G. Smith open investigations after Gildan shares drop 18.8%
Gildan’s growth story meets an activist short seller
Activist short seller Jehoshaphat Research alleges channel stuffing, a $510m inventory overhang, and governance red flags
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
China and APAC
MARKET ANALYSIS
Analysis and dataIndustry Scorecards
Reports
Case Studies
SERIES and SPECIALS
FIFA World Cup 2026Winter Olympics 2026
Circular 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