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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ArticleStone Island opens Naples flagship with city film
The Italian brand pairs its first Naples store with a short film tracing 40 years of community ties to the city’s Resina vintage market.
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ArticleAdidas UEFA Champions League deal under threat
UEFA’s commercial arm has launched a formal tender for the Champions League match ball from 2027–28, with Puma and Nike among the potential challengers to Adidas.
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ArticleNew Balance locks in long-term Patriots deal
The Boston brand secures exclusive footwear and apparel rights, plus naming rights on a new 160,000 square foot training center in Foxborough.
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ArticleAdidas, Puma slide in Kantar BrandZ Germany 2026
Germany’s two sporting goods giants are losing brand value — while a discount supermarket gains ground, one carbon shoe at a time.
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ArticleASICS offers funded trail adventure to two runners
Two runners in France, Spain, UK and Germany can win a fully funded trail trip. Applications close March 19.
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ArticleSkechers makes its move on performance sport
Dutch premier league signing, cricket partnership and technical running launches show Skechers in a sustained bid for performance sport credibility.
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ArticleMusic, relay race and community: On’s Real Energy
A Fred again.. soundtrack, a 20-city relay series and an anti-hustle message underpin On’s launch of the third-generation Cloudmonster.
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ArticleOn’s new head to toe collab
The Swiss performance brand and New York retailer combine Cloudtec cushioning with Kith’s aesthetic in two new silhouettes launching March 6.
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ArticleToni Sailer: scaling exclusivity in luxury ski wear
The German-managed brand operates in 32 countries with hand-crafted, limited-edition ski apparel — and no plans to go mass market.
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ArticleCampaign spotlight: adidas’ celebrity cast for Spring 2026
Adidas Originals is tapping Hollywood cachet to reinforce the cultural standing of one of its oldest franchises.
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ArticleAdidas extends Kings League deal to 2028
The three-year extension covers seven regional leagues, two world tournaments, and both men’s and women’s competitions as Kings scales globally.
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ArticleMilano Cortina viewership data: the Olympics still matter
Record audiences across the US, Europe and Japan confirm the Winter Games as a premium platform – if brands know which athletes to bet on.
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ArticleNew Balance bets on Made in USA in a tariff-torn era
The Boston brand’s latest domestic drop arrives as tariffs reshape sourcing debates across the US footwear industry.
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ArticleUK tennis No. 1 Emma Raducanu reportedly joins Uniqlo
Raducanu reportedly set for a $3.5M annual deal with the Japanese brand, confirmation expected at Indian Wells next week.
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ArticleTennis star Barbora Krejčíková confirms Vuori deal
The 2024 Wimbledon champion’s move to the California athleisure brand marks Vuori’s highest-profile WTA signing to date.
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ArticleJD Sports goes social-first for Ramadan in MENA
JD Sports MENA launches “Own The Night” Ramadan campaign for Gen Z and millennials
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ArticleVolleyball finally gets its own female apparel brand
Corts, a female-founded LA label, enters a sport with 800,000 young US players and no dedicated apparel incumbent.
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ArticleBritish heritage brand Crew Clothing backs UK padel growth
The brand enters the UK’s fastest-growing racquet sport with an exclusive kit deal for league operator iPadel.
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ArticleDick’s Sporting Goods scales creator marketing program
Nearly 11,000 applicants for 60 spots—the sports retail giant is betting on human storytelling over traditional advertising.
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ArticleFitness First UK bets on longevity to drive loyalty
New campaign pairs AI-benchmarked biological age testing with personalized programming to shift gym positioning toward clinical-grade longevity.
