Must-read
Patagonia v. Pattie Gonia: Could the evidence backfire?
Patagonia filed a lawsuit to protect its brand. Do its own exhibits contradict claims about the damage associations with the drag queen cause?
Fan price-squeeze index
The NFL earns $433 million per franchise in national revenue while fans pay up to $1,500 for access, and 87% report frustration.
Worldly’s Chief Strategy Officer in conversation with SGIE
Worldly’s CSO changed careers to fix an industry. Several acquisitions later, he says the urgency is greater than ever.
Adidas mines the archive ahead of FIFA WC 2026
Seven heritage reissues target collector and nostalgia demand without the cost of performance innovation.
Reebok’s China reset, take two
ABG targets 200 stores and $1 billion in annual China sales by 2036 with an operator incorporated in 2025
Fan price-squeeze index
The NFL earns $433 million per franchise in national revenue while fans pay up to $1,500 for access, and 87% report frustration.
Sports Direct opens first Nordic store in Helsinki
Frasers Group launches a 30,000 sq. ft store in Helsinki – its first Sports Direct in the region since acquiring XXL in 2025.
Tennis league returns after 52 years as arena spectacle
World Team Tennis revives in December 2026 with primetime arena events, blending elite tennis with entertainment and local identity.
WTA names Accenture technology partner
Multi-year deal covers digital platform development, AI integration, audience growth and live event experience — starting with the WTA Player Zone.
Sport, the churn reducer
Fragmentation, $935–$1,500 NFL seasons, and a rights market 150 times more expensive than Friends: streaming’s sports bet explained.
Strava’s most-uploaded sport type gets rebuilt
Strava’s strength update includes muscle maps, a workout log, and integrations with Garmin, WHOOP, Fitbod and 11 other partners.
Sport, not concrete, is building tomorrow’s cities
The IOC is deploying sport as urban policy, backed by UN Agenda 2030, across four cities on three continents.
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Worldly’s Chief Strategy Officer in conversation with SGIE
Worldly’s CSO changed careers to fix an industry. Several acquisitions later, he says the urgency is greater than ever.
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.
Reebok’s China reset, take two
ABG targets 200 stores and $1 billion in annual China sales by 2036 with an operator incorporated in 2025
European sports retail 2025: the top five in review
Vertical integration compounds. Specialist cooperatives hold. Fashion footwear exposure bites. Retail is sorting by structural logic.
Foot Locker US comps rise 6% in DICK’S first full quarter post-deal
The Foot Locker banner edged ahead of DICK’S own core result: a 6.4% comp the market did not expect this early.
Under Armour cuts 25% of SKUs
Under Armour has met its two-year SKU reduction target and signalled further cuts, pairing assortment discipline with category management to protect margins under sustained tariff pressure.
Sports Direct opens first Nordic store in Helsinki
Frasers Group launches a 30,000 sq. ft store in Helsinki – its first Sports Direct in the region since acquiring XXL in 2025.
Lidl’s Crivit adds a second elite ambassador
Following Steffi Graf, Lidl adds Giroud to Crivit’s ambassador roster — a second high-profile signing for its house sportswear label in 2026.
Amazon goes agentic, for customers and retailers alike
Amazon licenses the architecture behind its own shopping AI to competing retailers, deepening its infrastructure role across e-commerce.
Decathlon’s archive is now a product line
Fifty years of back catalog, three capsule launches, and a fleece you can pass to your kids: Decathlon is selling its own history.
Adidas mines the archive ahead of FIFA WC 2026
Seven heritage reissues target collector and nostalgia demand without the cost of performance innovation.
adidas, Kith and Messi launched joint football capsule
A jersey-to-suit capsule drops May 29, anchored by Messi’s 20-year international career and Kith’s 15th anniversary.
Joma renews Spain rugby kit deal for third time
Spanish sportswear brand Joma extends its technical kit supply agreement with the Federación Española de Rugby, first signed in 2016
Salomon names K-pop star Jisoo global brand ambassador
Footwear and apparel now account for two-thirds of Salomon’s outdoor revenue. Jisoo is the face of a shift already well under way.
Fan price-squeeze index
The NFL earns $433 million per franchise in national revenue while fans pay up to $1,500 for access, and 87% report frustration.
Sport, the churn reducer
Fragmentation, $935–$1,500 NFL seasons, and a rights market 150 times more expensive than Friends: streaming’s sports bet explained.
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.
Haglöfs appoints global wholesale director
The Swedish outdoor brand hires a Peak Performance executive to strengthen wholesale and direct-to-consumer coordination.
Lululemon settles proxy fight with Chip Wilson
The founder wins board representation. Lululemon wins silence. The deal is narrower than it looks.
Margit Gosau: AI will make specialty retail more human
Sport 2000 reshapes its ownership structure and separates format licenses as it stakes its future on specialization over generalist scale.
Fanatics Commerce names veteran marketer as CMO
Gersch unifies brand, performance and lifecycle marketing under one role for the DTC fan apparel platform.
Sport, not concrete, is building tomorrow’s cities
The IOC is deploying sport as urban policy, backed by UN Agenda 2030, across four cities on three continents.
Worldly’s Chief Strategy Officer in conversation with SGIE
Worldly’s CSO changed careers to fix an industry. Several acquisitions later, he says the urgency is greater than ever.
Decathlon, Arc’teryx join call for resale and repair tax cuts
Brands have built the circular infrastructure. Now they’re arguing the tax system is what prevents it from scaling.
WFSGI and Commonwealth call for sport in youth mental health policy
A World Health Assembly side event on May 20 brought together Nike, ASICS, WHO advisers and Commonwealth ministers to argue the case
WTA names Accenture technology partner
Multi-year deal covers digital platform development, AI integration, audience growth and live event experience — starting with the WTA Player Zone.
Strava’s most-uploaded sport type gets rebuilt
Strava’s strength update includes muscle maps, a workout log, and integrations with Garmin, WHOOP, Fitbod and 11 other partners.
Amazon goes agentic, for customers and retailers alike
Amazon licenses the architecture behind its own shopping AI to competing retailers, deepening its infrastructure role across e-commerce.
DICK’S Sporting Goods makes AI the spine of its apps
The rollout of Coach by DICK’S brings together ScoreCard data, GameChanger users and a full Adobe AI stack.
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.
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.
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