News and insights about brands in the sporting goods industry – Page 12
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ArticleLululemon partners with Fanatics and NHL
Lululemon has, for the first time, in partnership with Fanatics, made the official apparel collection for NHL.
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News briefsPuma makes its biggest basketball investment in 10 years
Featuring their biggest NBA and WBA athletes, Puma releases its largest basketball campaign for a decade.
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News briefsNike extends sponsorship deal with NBA, WNBA
Nike has secured a 12-year sponsorship deal with NBA and WNBA.
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ArticleThe New Creative Collectives: a strategic shift in outdoor and sports culture
How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In a mini-series of articles brand strategist Fredrik Ekström reveals not only consumer insights but gives advise how brands fully embrace this transforming consumer landscape. In this last out of four articles Ekström explains why Creative Collectives are a key to the active consumer.
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ArticleFrom Fandom to Fundom: transforming brand engagement
How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In our mini-series brand strategist Fredrik Ekström explains the transformation of the consumer and in this third out of four articles introduces the expression of “Fundom” and what it means for brands.
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ArticleBrand activism: The strategic imperative of “what” over “why”
How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In a mini-series of articles brand strategist Fredrik Ekström reveals not only consumer insights but gives advise how brands get their positioning right and evolve a deeper relationship with their customers. In this first out of four articles Ekström explains why the “what” is nowadays more important than the eternal “why”.
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News briefsMacron becomes new sportswear partner of USA Rugby
Italian manufacturer Macron parters with USA Rugby, the body that governs and manages rugby in the United States.
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C-Suite InterviewArena CEO Peter Graschi: “I am sure that swimming is becoming more and more popular”
We spoke to Peter Graschi about the importance of major sporting events, what this means for the marketing, his predictions for the future of swimming and his plans for sustainability.
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ArticleMulti-year partnership between Foot Locker and the Chicago Bulls
Foot Locker has announced a multi-year partnership with the Chicago Bulls leading up to the 2024-25 NBA season.
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News briefsAsics partners with the Saudi Olympic and Paralympic Committee
Asics and the Saudi Olympic and Paralympic Committee (SOPC) announced the signing of a three-year official partnership agreement.
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News briefsSpeedo teams up with DMC Fins
The two Aussi-born brands have developed a range of co-branded fins.
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News briefsAcushnet extends its partnership with UK-based PGA
The parent company of Titleist and FootJoy will continue as a principal partner for the next four years.
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News briefsBuilt for Athletes enters the apparel market
The inaugural clothing line is available exclusively via the brand’s website.
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News briefsStadium becomes new partner of Swedish Football Association
The Swedish Football Association and Stadium are entering a new partnership from Jan. 1, 2025, until 2027.
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News briefsDim enters the sportswear market
Dim is best known for its underwear and hosiery and the new sportswear collection leverages its expertise in body comfort.
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ArticleMacron agrees 10-year deal with USA Fencing and expands its agreement with CONCACAF
The Italian teamwear brand announces long-standing deals with sports governing bodies in fencing and football.
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News briefsSaucony unveils new Gore-Tex collection
The performance running and lifestyle brand has enhanced some of its popular designs to provide superior outdoor protection.
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ArticleNew Danish running shoe brand to premiere in April 2025
Data from thousands of runners forms the foundation of the new Danish running shoe brand Movv.
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News briefsMacron lands in the Swedish and Argentinean top football leagues
The Italian brand sponsors more than 90 professional sports clubs.
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News briefsUnited Arab Emirates starts e-gaming league
Starting in early 2025, the goal of the investment in EGL is to make the United Arab Emirates a leading global e-sports hub.
