Consumer insights from the sporting goods industry
We got you covered with market statistics and trends from the sports business
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ArticleChina’s fake-fatigue is reaching sporting goods
From grassroots leagues to fan-fueled merch, dentsu’s new report has lessons for Western brands
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ArticleThe rise of Indonesia’s local running shoe brands
Local brands control more than a third of Indonesia’s online running shoe sales, undercutting global competitors on price.
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News briefsSuperfeet may claim a fifth of $8.4bn insoles market
New research projects the sector will grow from $4.3 billion in 2026 to $8.4 billion by 2036, with Superfeet leading the company segment.
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ArticleAsian tennis athletes are no longer the backup option
Once an afterthought, Asian stars like China’s Zheng Qinwen now command top sponsorship dollars, rewriting who brands back.
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ArticleGravel running becomes brands’ new growth strategy
Salomon describes gravel as a gateway to new consumers, and Nike, Craft and HOKA are following it into the category.
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Market ReportsTennis Market Report UK Germany France 2026
How tennis players in the UK, Germany and France think, shop and spend. Based on 894 active players, the report compares consumer profiles, spend levels, purchase channels, brand preferences and the padel effect across three markets, side by side.
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ArticleBYD in F1: The athleisure and merchandise opportunity
For decades, Chinese factories made the world’s sports gear and kept only the processing fees. BYD in F1 could change that.
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ArticleWhen legal advice becomes a self-service product
adidas’s Josef deployment shows how AI legal tools shift compliance from document production to behavioral insight.
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WebinarWatch now: How adidas and Decathlon Are Activating Events Differently
On 13 July, SGI Europe and WFSGI hosted the 2. session of their Coffee Break Webinar Series, focusing on sports events as demand engines.
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ArticleDressed to the Nine (iron)
South Korea buys nearly half the world’s golf fashion: a $4 billion market powered by women, status and lifestyle wear.
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ArticleRugby State of Play 2026
Rugby’s recovery is led by pre-teens and women. Brands still targeting adult club rugby are on the wrong side of the demand curve.
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ArticleSwipe left, buy Local: the Douyin athleisure takeover
Grandparents with 34 million Douyin followers, a $910 billion silver economy, and a guochao generation rewriting who buys local activewear, and why.
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ArticleRecord numbers. New players. The soccer boom in the US is already here.
SFIA data shows U.S. soccer at peak participation, driven by Hispanic growth, female re-engagement, and millennials.
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Market ReportsExclusive data: Will Anta’s investment in Puma spark a China revival?
Anta took a 29% stake in Puma at the start of 2026. Can it do for Puma what it did for FILA, Descente and Salomon? Our new report with Hot Pot China unpacks the data.
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News briefsFemale participation reorders the US golf market
Female on-course participation in the US hit a record 8.1 million in 2025 — surpassing a 2006 peak that stood for nearly two decades.
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ArticleFan price-squeeze index
The NFL earns $433 million per franchise in national revenue while fans pay up to $1,500 for access, and 87% report frustration.
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ArticleSport, the churn reducer
Fragmentation, $935–$1,500 NFL seasons, and a rights market 150 times more expensive than Friends: streaming’s sports bet explained.
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ArticleGolf: The 2026 State of Play
The 9-hole round, screen golf and digital apps are rewriting the rulebook on who plays golf and how.
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ArticleEverything padel has become is coming to Barcelona in May 2026
The British army, a former champion and the global federation of padel walk into a trade show. It’s not a joke, but the set-up for the Padel Summit.
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ArticleActivewear sells confidence. The data disagrees.
A peer-reviewed study finds no link between activewear engagement and female body confidence, contradicting a core industry marketing claim.
