Consumer insights from the sporting goods industry
We got you covered with market statistics and trends from the sports business
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ArticleSoqa’s founder on closing the female football product gap
German start-up Soqa is building female-first football products the big brands won’t. Founder Gertje Klack explains the gap, and the strategy to close it.
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ArticleChina moves – and the outdoor market follows
Record tourism and spending during the 2026 Spring Festival reveal a Chinese consumer spending more on movement – and on the gear that goes with it.
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ArticleUS survey maps the new brand heat race
L.E.K.’s 2026 Brand Heat Index maps where HOKA, On, Arc’teryx and Salomon are gaining on legacy leaders.
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ArticleHYROX becomes a brand battlefield
Puma’s CEO calls HYROX a “lighthouse” partnership while Adidas launches its own hybrid race shoe. The battle for fitness racing’s commercial core is on.
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ArticleSocial: female athletes’ biggest asset – and liability
Women’s sports revenue is growing faster than men’s. Female athletes generate more social engagement. But visibility carries a cost brands rarely pay for.
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ArticleGB triathlon participation returns to growth
120,000 active triathletes recorded in 2025 – but the sport remains 28,000 below its pre-pandemic peak.
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ArticleUS golf participation hits eight-year growth streak
On-course participation surpassed 29 million in 2025, marking eight consecutive years of growth and reinforcing the sport’s resilience
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ArticleVisa Study: AI reshapes winter sports participation
AI is reshaping how Americans engage with winter sports, with 44% planning snowboarding bookings inspired by the Olympics, Visa study shows.
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ArticleFans and sports: what can be improved? New research
New research identifies a “joy gap” in sports: fans want 90-minute experiences with light spectacle and micro-agency, not scripted drama or endless games.
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ArticleIronman reports record registrations in 2025
The organization has reported over 250,000 race registrations across Ironman and Ironman 70.3 events in the season.
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ArticleFrance sports economy reaches €78bn
Banking group BPCE report reveals French sports economy represents 2.7% of GDP, with 147,000 companies and strong post-Olympics momentum.
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ArticleUK retailers see best Boxing Day in decade
Boxing Day footfall in the UK jumped 4.4% year-on-year, marking the strongest increase in over a decade despite a sluggish morning start.
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ArticleRunning shoes in 2025: more cushioned than ever
The sports shoe market swapped race-day fireworks for weekday miles. Gen Z embraced max-cushioned shoes for walking, running and commuting.
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News briefsSporting goods drive US holiday sales growth
November retail sales in the US climbed 4.5% year-over-year, driven by strong gains in sporting goods, digital products and clothing.
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ArticleUS athleisure market to hit $318bn by 2035
The US athleisure market is projected to reach over $318bn by 2035, driven by sustainability, digital channels and lifestyle shifts.
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ArticleGen Z chooses fitness over social media, Strava study reveals
Gen Z is turning away from social media toward active lifestyles, with running clubs, weight training and fitness spending on the rise in the US.
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ArticlePantone picks white as 2026 color
Pantone’s 2026 color of the year is Cloud Dancer, a soft white hue meant to evoke clarity and calm amid cultural noise.
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News briefsAsics wins over running enthusiasts
Asics is outperforming Adidas and Nike in the running category, driven by tech innovation and community engagement, according to Nikkei Asia.
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ArticleWomen’s shoes still don’t fit
A new study shows most running shoes are still built for men’s anatomy — leaving women runners with discomfort, fit issues, and preventable injuries
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ArticleTracking the next stride of Germany’s performance running market 2025
Germany’s runners are consistent, data-driven, and increasingly value-conscious. These are the findings of SGI Europe’s Performance Running Report.
