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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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.
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ArticleCultural athleisure: homage or exploitation?
When athleisure brands mine local cultures, the line between homage and exploitation blurs.
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ArticleComo 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.
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ArticleBoston 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.
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News briefsAmazfit locks in exclusive Hyrox wearables role
Zepp Health’s Amazfit secures a three-year global deal with Hyrox, locking out wearable rivals from the fast-growing fitness racing series.
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News briefsOn doubles down on next-gen NIL
The Swiss brand adds an Australian middle-distance prodigy and a US collegiate hurdles star to a growing pre-professional talent pipeline.
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ArticlePeloton: “Let Yourself Go” with Hudson Williams
The latest “Let Yourself Go” chapter casts a rising star to pitch the Tread+ as a platform — and sell a feeling, more than a product.
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ArticleNike backs lacrosse ahead of 100-year Olympic return
The sportswear giant becomes official apparel partner of both North American lacrosse leagues as the sport builds toward its Olympic debut in Los Angeles.
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News briefsAdidas gives Japan kit its own anthem
Adidas deploys anime and J-pop artist Ado to extend Japan’s World Cup kit beyond football into Gen-Z culture.
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ArticleChina social media turns on Lululemon over PFAS
A Texas investigation into forever chemicals has gone viral in China, sparking a backlash that could dent Lululemon’s most important growth market.
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News briefsOn and Zendaya unveil first co-created line
Swiss sportswear brand On and Zendaya release their first jointly designed footwear and apparel collection, fronted by a Spike Jonze campaign film.
