For the first time, two US brands will co-lead the world’s largest sporting goods federation – a power shift that arrives as the industry confronts up to $169bn in revenue risk and the US enters a decade of global sporting events.
The World Federation of the Sporting Goods Industry (WFSGI) held its annual General Assembly in Boston on April 21 – the first time the federation’s most senior gathering has convened in the US – electing a new board and co-chairs to lead the organization through 2029.
Dave Wheeler, Chief Operating Officer of New Balance, and Jorge Casimiro, Chief Public Affairs and Public Policy Officer at Nike, have been chosen as co-chairs of a newly formed 31-member board. Their joint appointment is the first in the federation’s history to place two American brands in the top leadership positions simultaneously.
The incoming leadership takes charge at a moment of acute tension for the global industry. According to the World Health Organization (WHO), 81 percent of young people aged 11–17 are not meeting recommended physical activity levels. Combined with climate-related disruption, rising inactivity puts up to $169 billion in global industry revenue at risk by 2030, according to figures cited at the assembly.
Emma Zwiebler, CEO of WFSGI, pointed to the decade ahead as a window of opportunity:
“From the Los Angeles Olympics and Paralympics in 2028, to the Rugby World Cups in 2031 and 2033, and the Salt Lake City Winter Games in 2034, the United States is set to be the centre of the sporting world for the better part of the next ten years.”
Boston itself adds context: the city is one of seven US venues for this summer’s FIFA Men’s World Cup, the first edition of the tournament to span three nations.
The General Assembly voted to adopt a new strategic plan organized around five pillars:
1. growing sport, physical activity and movement;
2. championing free and fair trade;
3. enabling sustainable business;
4. amplifying global influence in international sports and cycling;
5. and advancing product compliance and legal excellence.
The trade pillar takes on added urgency given the current environment. Protectionist headwinds – including shifting US tariff policy and multilateral trade pressure – have emerged as a central concern for sporting goods companies with cross-border manufacturing and distribution operations.
On sustainability, members approved an updated Code of Conduct aligned with International Labour Organisation conventions, the United Nations Guiding Principles on Business & Human Rights, and OECD guidelines. The revised code, developed through member consultation and external legal review, will be distributed in seven languages: Mandarin (Simplified Chinese), Vietnamese, Bangla, Spanish, Thai, Bahasa Indonesia and Japanese.
