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Must-read
Article
From extreme athlete to platform: Jonas Deichmann’s business model
How Jonas Deichmann turns adventures into a business model and translates reach into partnerships – an analysis.
Article
Boston Marathon: a battle of words, not only of runners
A misread campaign at marathon’s most visible address exposed Nike’s vulnerabilities – and gave Asics an opportunistic opening.
Article
Racquet Sports: The 2026 State of Play
106 million tennis players, 35 million padel converts, 24 million pickleball players in the US alone. What the 2026 data tells brands and investors.
Padel hits all-time high in global search interest
Global search data confirm padel’s 2025 performance set a new baseline, with Indonesia, the UK and India emerging as rising markets.
Trump tariff refunds: are you in the queue?
$127 billion enters the queue — but not all at once
Wilson overhauls Blade racket after 20 years
New TurboTaper power geometry and tighter manufacturing tolerances define the Blade v10, Wilson’s deepest revision of the racket franchise in 20 years — and its most tour-backed.
LA media startup Allez! Sports targets brand deals
The Los Angeles startup targets brand collaborations two months after launch, drawing 56,000 YouTube subscribers and 400,000 documentary views.
Como 1907 launches luxury fan apparel model
Seven clubs join Como 1907’s RHUDE-backed push to reposition fan merchandise as a scalable premium lifestyle category.
From extreme athlete to platform: Jonas Deichmann’s business model
How Jonas Deichmann turns adventures into a business model and translates reach into partnerships – an analysis.
Boston Marathon: a battle of words, not only of runners
A misread campaign at marathon’s most visible address exposed Nike’s vulnerabilities – and gave Asics an opportunistic opening.
Why Publicis is spending $500m on a sports agency
The French ad giant is assembling a data-driven sports marketing stack to challenge Omnicom-IPG in a $240 billion market.
On opens first store in Boston
On’s 15th US store opened five days ahead of today’s Boston Marathon, marking an accelerating push into premium direct-to-consumer retail.
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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.
Why Publicis is spending $500m on a sports agency
The French ad giant is assembling a data-driven sports marketing stack to challenge Omnicom-IPG in a $240 billion market.
Wilson launches rival athleisure venture
lululemon’s largest individual shareholder is building a rival brand platform in Vancouver as LULU shares sit near five-year lows.
Adidas puts $512m media account up for review
The Herzogenaurach sportswear giant opens its first global media pitch since 2018, as annual marketing spend tops €3 billion.
PSG has a new reason to stay in Paris
A Paris Council vote and a new mayor shift the Parc des Princes debate – putting a sale or long-term lease back on the table for PSG.
Trump tariff refunds: are you in the queue?
$127 billion enters the queue — but not all at once
On opens first store in Boston
On’s 15th US store opened five days ahead of today’s Boston Marathon, marking an accelerating push into premium direct-to-consumer retail.
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.
Wilson overhauls Blade racket after 20 years
New TurboTaper power geometry and tighter manufacturing tolerances define the Blade v10, Wilson’s deepest revision of the racket franchise in 20 years — and its most tour-backed.
LA media startup Allez! Sports targets brand deals
The Los Angeles startup targets brand collaborations two months after launch, drawing 56,000 YouTube subscribers and 400,000 documentary views.
Como 1907 launches luxury fan apparel model
Seven clubs join Como 1907’s RHUDE-backed push to reposition fan merchandise as a scalable premium lifestyle category.
Boston Marathon: a battle of words, not only of runners
A misread campaign at marathon’s most visible address exposed Nike’s vulnerabilities – and gave Asics an opportunistic opening.
Padel hits all-time high in global search interest
Global search data confirm padel’s 2025 performance set a new baseline, with Indonesia, the UK and India emerging as rising markets.
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.
From extreme athlete to platform: Jonas Deichmann’s business model
How Jonas Deichmann turns adventures into a business model and translates reach into partnerships – an analysis.
PUMA names adidas veteran to head Sportstyle
The hire brings two decades of adidas Originals and Basketball expertise to one of sportswear’s most contested heritage categories.
New Balance names Knauer to lead North America
A two-decade company veteran takes the helm of New Balance’s largest regional market.
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.
Why Publicis is spending $500m on a sports agency
The French ad giant is assembling a data-driven sports marketing stack to challenge Omnicom-IPG in a $240 billion market.
Kiprun embeds wear sensor in running shoes
Decathlon’s running brand partners with London startup Movmenta on a shoe that monitors its own foam degradation in real time.
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.
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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.
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.
From extreme athlete to platform: Jonas Deichmann’s business model
How Jonas Deichmann turns adventures into a business model and translates reach into partnerships – an analysis.
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