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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ArticleFoot Locker to dominate NBA All-Star 2026
The retailer brings exclusive sneaker launches, athlete appearances, and community programming to downtown Los Angeles Feb. 12-15.
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ArticleColumbia brews beer using bear poop
The outdoor brand partnered with a Portland brewery to create an IPA using foraged ingredients – bypassing expensive TV slots for earned media buzz.
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ArticleWinter Games 2026: Who wears what?
From Moncler’s return to Lululemon’s accessible design and less restrictive Olympic branding rules, the Winter Games showcase a new era of Olympic branding and team apparel.
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ArticleWilson weaponizes Lululemon leggings failure
Founder transforms see-through pants crisis into ammunition for board battle.
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News briefsWorld Rugby renews partnership with Macron
Macron will supply technical kits to match officials at major tournaments, including the Women’s Rugby World Cup 2025 and the 2028 Olympic Games.
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ArticleWhat will the Chef’s next choice be?
Stephen Curry is speed-dating the footwear industry as he searches for Under Armour’s successor. His latest warm-up choice: On running shoes.
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ArticleCampaign spotlight: turning resolutions into sustained action
US premium activewear brand Rhone launched 12 Pursuits, a year-long founder-led program blending mental fitness with monthly actionable themes.
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ArticleUS ski team unveils 1984-inspired uniforms
US Ski & Snowboard reveals nostalgic competition and podium looks designed by Kappa, marking the Italian brand’s debut as official supplier.
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ArticleAmerican tennis star signs multi-year deal with ASICS
World no. 15 Emma Navarro partners with ASICS in a multi-year deal
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ArticleBalenciaga partners with NBA for Fall 2026
Balenciaga unveils NBA collaboration under Pierpaolo Piccioli, signaling refined sportswear direction for luxury house’s post-Demna era.
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ArticleNike signs world No. 1 pickleball player
Nike enters pickleball with world No. 1 Anna Leigh Waters as global ambassador, marking strategic bet on sport with 19.8m US players.
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ArticleFanatics launches entertainment studio
Sports platform Fanatics launches entertainment studio with OBB Media, targeting nine-figure revenue in first year through Olympics, ESPN and Tom Brady content.
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ArticleAdidas marks 25 years with UEFA Champions League
German sportswear brand unveils commemorative match ball and extends partnership through 2027, featuring campaign with football legends across generations.
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ArticleVivobarefoot signs NFL’s Mack Hollins
British barefoot footwear specialist Vivobarefoot has signed New England Patriots wide receiver Mack Hollins in its first professional sports partnership.
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ArticleASICS launches global ‘Move Your Body, Move Your Mind’ campaign
ASICS unveils global campaign linking movement to mental wellbeing, featuring reimagined Beach Boys classic to reinforce 75-year founding philosophy.
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SponsoredBosideng becomes first company to implement new industry standard for circular clothing in China
The Chinese down specialist is driving the apparel industry’s shift from linear to circular economy models.
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ArticleStarCruises teams up with Under Armour
StarCruises and Under Armour launch Fitness at Sea, a four-night active-lifestyle cruise from Port Klang to Phuket and Singapore in January 2026.
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ArticleGolden Goose unveils Year of the Snake collection
The limited-edition collection blends cultural symbolism with contemporary design. Available since Dec. 20 online and in APAC stores.
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ArticleReddit’s AI campaigns cut costs for sportswear brands
Reddit’s new AI-powered advertising tool is helping sporting goods brands like Brooks Running slash marketing costs while boosting engagement through automated campaign optimization.
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ArticleH&M Move launched Wellness Edition
H&M Move debuted its Wellness Edition with SculptMove fabric targeting hot Pilates and recovery rituals as fashion-fitness boundaries blur.
