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The online retail business in the sporting goods sector has been growing stronger and stronger in recent years, and it has been accelerating during and after the first wave of the coronavirus pandemic. New business models and start-ups have disrupted classic sales channels. Players with strong roots in technology, data and innovation have been taking an increasing share of the market, profiting from deep consumer insights and trends. But brand awareness, people, careers and leadership are still playing a strong role in the success of any venture, as many of the examined companies stress on their B2B websites.