News and insights about brands in the sporting goods industry
Everything you need to know about the most important brands like Nike, Adidas or Lululemon and up and coming brands in the sports business
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ArticleUnder Armour goes after China with flag football
Jefferson’s tour is the visible layer. The real play is owning a nascent Olympic sport before rivals can – on a fraction of their marketing budgets.
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ArticleArda Saatçi’s: how to miss a goal and set a record
When Arda Saatçi missed his target, his sponsors Red Bull and Brooks Running didn’t flinch. 59 million viewers later, it’s clear why.
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ArticleLotto’s quiet comeback reaches the World Cup stage
The Italian sports brand has been rebuilding steadily toward a global relaunch – and now it has a World Cup campaign to show for it.
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ArticleAdidas takes football back to ’90s New York
Adidas’ World Cup film supports a tournament the brand projects at around €250 million in product revenue.
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News briefsSkechers signs league-wide WNBA deal
The footwear brand extends its women’s basketball presence in the US from individual player signings to a multiyear league-wide deal.
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ArticleOura lands its third major US sports body in six months
The USTA’s first wearable deal covers US Open players, grassroots programs and the federation’s 2027 Player Performance Center.
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ArticleThe training ground is the new sponsorship frontier
Social content has made training wear a 365-day asset. For sporting goods brands, the exposure logic no longer needs explaining.
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ArticleIntersport 2026 global brand campaign revealed
Four athletes, three brand partners, one campaign — and a €14.1 billion cooperative with a lot to prove
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ArticleLacoste launches identity refresh and brand campaign
A new film, a refined crocodile and a revived tagline signal that Lacoste is betting on its archive to win the next chapter.
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News briefsDerbystar named official ball of Futsal-Bundesliga
The DFB and Derbystar have unveiled Germany’s first standardized Futsal-Bundesliga match ball, mandatory from the 2026-27 season.
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News briefsDecathlon joins French football as Major Partner
Decathlon’s in-house football brand Kipsta has been elevated from supplier to Major Partner of French professional football, securing ball rights through 2032.
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News briefsNike takes control of sneaker release narrative
With product leaks enabling better counterfeits ahead of launch, Nike has launched a designer-led editorial channel on its SNKRS app.
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ArticleColumbia’s summer proof: rain, fire, sauna in the desert
Two new films from adam&eve\TBWA extend Columbia’s “Engineered for Whatever” platform into summer — with a flamethrower, naturally.
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ArticleHow K-pop is selling F1 merch, and why it matters
K-pop fandoms and Gen Z identity are turning F1 team merchandise into a premium category. The sporting goods industry is taking notes.
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News briefsadidas athletes make history at London Marathon
Sawe and Kejelcha go sub-2 for the first time in race history; Assefa takes the women-only world record – all in the new Adizero Adios Pro Evo 3.
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ArticleHow ABG is rebuilding Reebok, one sport at a time
Hockey, basketball and Greater China – three moves in three weeks show that Reebok’s reclamation under ABG is no longer a story about potential.
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News briefsTonal ties Star Wars film to fitness push
The AI-powered home gym partners with Lucasfilm for exclusive member workouts tied to The Mandalorian and Grogu, which opens May 22.
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News briefsLuhta extends Finnish Olympic deal to 2030
Finland’s outdoor apparel brand renews Olympic partnership to 2030, using the LA and French Alps Games to grow in two priority markets.
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ArticleOura Ring becomes official wearable of US Soccer
Oura Ring extends to all 27 US national teams, embedding biometric recovery tracking ahead of the 2026 FIFA Men’s World Cup.
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ArticleGolden Goose opens biggest APAC store in Beijing
Italian sneaker brand Golden Goose has opened its largest Asia-Pacific store in Beijing – a 475sqm experience flagship as HSG moves to unlock the brand’s China potential.
