Must-read
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.
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?
Wayne Rooney, a skull, and St. George’s flag
England’s former all-time scorer swaps the pitch for the stage in a World Cup campaign film that reaches back to the Bard.
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.
Haglöfs appoints global wholesale director
The Swedish outdoor brand hires a Peak Performance executive to strengthen wholesale and direct-to-consumer coordination.
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.
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.
FIFA’s pricing model meets its first law enforcement test
Two attorneys general have put FIFA’s dynamic pricing strategy on legal notice. The precedent matters far beyond one tournament.
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.
Wayne Rooney, a skull, and St. George’s flag
England’s former all-time scorer swaps the pitch for the stage in a World Cup campaign film that reaches back to the Bard.
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.
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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.
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.
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.
Lululemon settles proxy fight with Chip Wilson
The founder wins board representation. Lululemon wins silence. The deal is narrower than it looks.
Sprinter back in the black
The Spanish sports retailer posted a €33.9 million net profit in FY25, reversing a loss tied to a subsidiary write-down, not operations.
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.
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.
Skechers’ global store surge makes the case for physical retail
Three openings in five months reveal Skechers’ push toward company-owned DTC retail and a clear argument for physical stores.
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.
Wayne Rooney, a skull, and St. George’s flag
England’s former all-time scorer swaps the pitch for the stage in a World Cup campaign film that reaches back to the Bard.
The polo shirt that predates the brand by a century
U.S. Polo Assn. is building its biggest global campaign around a garment older than the company itself, and the sporting credentials no rival can replicate.
No screen, no ROI: India’s FIFA World Cup lesson
India still has no confirmed FIFA World Cup broadcaster. For the brands funding the tournament, that is not just FIFA’s problem.
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.
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.
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
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.
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.
England defender Maguire co-founds AI coaching app Feedz
Feedz uses AI to convert spoken audio into structured player feedback in under a minute, targeting grassroots and academy coaches.
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.
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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