News and insights about brands in the sporting goods industry – Page 2
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ArticleASICS signs French tennis star Loïs Boisson
Ther Japanese brand adds World No. 36 to roster as it works to stabilize tennis partnerships following recent high-profile exits
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ArticleEva Lys joins Lacoste in major sponsorship move
German tennis player Eva Lys has signed with Lacoste following her breakthrough 2025 season, leaving Asics behind.
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ArticleAthleisure brand Cheak opens first flagship in Singapore
Founded by ex-ClassPass colleagues, Cheak celebrated its fifth anniversary with a flagship store debut at one of Singapore’s premier luxury malls.
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ArticleAustralian startup challenges global shoe brands
Melbourne-born Tarkine reports fivefold growth with locally designed, eco-focused running shoes aimed at displacing foreign brands.
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ArticleDescente opens global flagship in Beijing
Descente opens its global flagship “City of the Future” in Beijing, blending retail, sports culture and futuristic design.
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ArticleApple expands Fitness+ to 28 new markets
Apple launched Fitness+ in 28 new markets on Dec. 15, adding AI-generated voice dubbing.
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Sponsoredarena’s Brand Officer on price vs premium
arena Chief Brand Officer Mark Pinger on brand leadership, European value creation and the role of premium products.
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ArticleColumbia unveils Team USA curling uniforms and fan collection
Columbia Sportswear introduces performance-driven uniforms for the U.S. Olympic curling team and a fan collection celebrating American heritage ahead of the 2026 Winter Games.
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ArticleBRANWYN named top Athletech startup to watch
Oregon-based women’s performance innerwear brand BRANWYN earns a spot on Athletech News’ Startups To Watch 2025–26, highlighting its Merino-based innovation and sustainable practices.
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ArticleFanatics signs multi-year global deal with Max Verstappen
Fanatics and Max Verstappen unveil a global partnership covering licensed merchandise, trading cards and a new online store launching in 2026.
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ArticleXXIO and VESSEL unveil exclusive ladies’ golf set
XXIO teams up with VESSEL to offer an exclusive ladies’ golf package featuring premium clubs and a luxury bag—just in time for the holidays.
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ArticleF1 team valuations top $34bn in 2025
Ferrari ranks most valuable at $6.4 billion (€6.1 billion), as F1’s combined team value jumps over $34 billion (€32.4 billion), up 48% year on year.
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ArticleColumbia launches Endor-inspired collection
Columbia’s Endor collection lands Dec. 11 with 20 Star Wars pieces and Billie Lourd fronting the campaign, as the brand leans into irreverent marketing and real space tech.
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ArticleiFIT launches fitness reality series in the US
Fitness technology leader iFIT announces Trainer Games, a six-episode reality competition series launching on Prime Video in January 2026, offering contestants a $250,000 contract and a place on its elite trainer roster.
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News briefsColumbia trolls Flat Earthers
Columbia Sportswear leans into absurd humor with a campaign offering its entire inventory to anyone who proves Earth has an edge.
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News briefsOnitsuka Tiger debuts fragrance line
Onitsuka Tiger expands into beauty with its first fragrance collection, featuring four scents and minimalist design.
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News briefsPangaia names Daniel Gómez Rojas as new CEO
London-based sustainable brand Pangaia has appointed Daniel Gómez Rojas as CEO, replacing co-founder Nathalie Longuet who took the role in 2023.
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News briefsMacron launches Sound of Us campaign
Macron’s Sound of Us campaign introduces an anthem and jacket concept, using music to strengthen emotional ties between athletes, fans, and the brand.
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ArticleIrish football star Clifford launches own sportswear brand
Fresh off winning his third Footballer of the Year award, Kerry FC star David Clifford has launched “The Clifford Range,” a new GAA sportswear brand with McKeever Sports.
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ArticleBalenciaga debuts Spring ’26 Football Series
Balenciaga’s new Spring 2026 “Football Series” fuses couture design with American-football iconography in a capsule of jerseys, padded hoodies, and tracksuits.
