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PUMA’s biggest World Cup kit roster in 20 years
The Herzogenaurach brand holds the deepest African kit portfolio at the tournament.
Afydad reelects De la Dehasa
The Spanish sport industry association’s president ran unopposed for the third time, matching the pattern of 2018 and 2022.
The brands skipping the World Cup on purpose
Castore and Macron have no shirt at the 2026 World Cup. That is not a gap in their strategy. It is the strategy.
Two out of three demands accepted but it’s no deal
The drag activist agrees to two of Patagonia’s three demands, but refusing the third keeps the lawsuit alive into Pride month.
FIFA launches female health and performance project
FIFA releases 30 peer-reviewed modules for its 211 member associations covering female physiology, nutrition, injury prevention and reproductive health.
SportsShoes.com signs YETI as UK retail partner
The Bradford-based retailer with £93.3m turnover adds YETI coolers, drinkware, and bags to its 150-brand running and outdoor roster
Asics and Montana Sport to end distribution agreement
The Swiss handover reflects Asics’s broader push toward a 40% direct-to-consumer ratio in Europe
Li-Ning signs Curry. The game changes. Our analysis.
A $400m+ deal with Stephen Curry caps a multi-year push by Li-Ning to break out of China. Here’s what the strategy actually looks like.
Sports Direct launches World Cup 2026 retro campaign
Sports Direct banks on retro shirts and nostalgia to win the FIFA World Cup 2026 retail window
Lenzing promotes COO Kasperkovitz to CEO
Austrian cellulose fiber group returns to profit and bets on internal succession to hold its recovery course
Sportsdays FS 2027: 200 brands, one market, two days
With independents still structurally dominant and most brands entering via distributors, sportsdays functions as coordination infrastructure, not just a trade show
INTERSPORT Schweiz lands top employer ranking
Culture as a retention tool: Intersport Schweiz joins Switzerland’s top-rated employers.
Female 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.
Oura: small ring, large ambitions
Ring 5 launch: the biggest media push in Oura’s history is also its most strategic.
The turquoise McDonald’s that inspired Nike drop
Sweepstake entry, pop-up, athlete appearance, expanded merch: The full modern drop playbook, grounded in one Arizona location.
FIFA settled for a third of its ask in India
Indian media platform Zee Entertainment pays an estimated $30–35m for 2026 World Cup rights, against an opening demand of approximately $100m.
Adidas mines the archive ahead of FIFA WC 2026
Seven heritage reissues target collector and nostalgia demand without the cost of performance innovation.
Reebok’s China reset, take two
ABG targets 200 stores and $1 billion in annual China sales by 2036 with an operator incorporated in 2025
Fan 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.
Sports Direct opens first Nordic store in Helsinki
Frasers Group launches a 30,000 sq. ft store in Helsinki – its first Sports Direct in the region since acquiring XXL in 2025.
Tennis league returns after 52 years as arena spectacle
World Team Tennis revives in December 2026 with primetime arena events, blending elite tennis with entertainment and local identity.
WTA names Accenture technology partner
Multi-year deal covers digital platform development, AI integration, audience growth and live event experience — starting with the WTA Player Zone.
Sport, the churn reducer
Fragmentation, $935–$1,500 NFL seasons, and a rights market 150 times more expensive than Friends: streaming’s sports bet explained.
Strava’s most-uploaded sport type gets rebuilt
Strava’s strength update includes muscle maps, a workout log, and integrations with Garmin, WHOOP, Fitbod and 11 other partners.
Sport, not concrete, is building tomorrow’s cities
The IOC is deploying sport as urban policy, backed by UN Agenda 2030, across four cities on three continents.
Lidl’s Crivit adds a second elite ambassador
Following Steffi Graf, Lidl adds Giroud to Crivit’s ambassador roster — a second high-profile signing for its house sportswear label in 2026.
Worldly’s Chief Strategy Officer in conversation with SGIE
Worldly’s CSO changed careers to fix an industry. Several acquisitions later, he says the urgency is greater than ever.
adidas, Kith and Messi launched joint football capsule
A jersey-to-suit capsule drops May 29, anchored by Messi’s 20-year international career and Kith’s 15th anniversary.
Joma renews Spain rugby kit deal for third time
Spanish sportswear brand Joma extends its technical kit supply agreement with the Federación Española de Rugby, first signed in 2016
Amazon goes agentic, for customers and retailers alike
Amazon licenses the architecture behind its own shopping AI to competing retailers, deepening its infrastructure role across e-commerce.
Haglöfs appoints global wholesale director
The Swedish outdoor brand hires a Peak Performance executive to strengthen wholesale and direct-to-consumer coordination.
Decathlon’s archive is now a product line
Fifty years of back catalog, three capsule launches, and a fleece you can pass to your kids: Decathlon is selling its own history.
Hainan duty-free partners with Lululemon
The Hainan duty-free retailer is expanding a sports portfolio that now includes Lululemon, Salomon, Under Armour, adidas and Nike.
FIFA’s pricing model meets its first law enforcement test
Two attorneys general have put FIFA’s dynamic pricing strategy on legal notice. The precedent matters far beyond one tournament.
Salomon names K-pop star Jisoo global brand ambassador
Footwear and apparel now account for two-thirds of Salomon’s outdoor revenue. Jisoo is the face of a shift already well under way.
Wayne Rooney, a skull, and St. George’s flag
England’s former all-time scorer swaps the pitch for the stage in a World Cup campaign film that reaches back to the Bard.
Foot Locker US comps rise 6% in DICK’S first full quarter post-deal
The Foot Locker banner edged ahead of DICK’S own core result: a 6.4% comp the market did not expect this early.
Under Armour cuts 25% of SKUs
Under Armour has met its two-year SKU reduction target and signalled further cuts, pairing assortment discipline with category management to protect margins under sustained tariff pressure.
Decathlon, Arc’teryx join call for resale and repair tax cuts
Brands have built the circular infrastructure. Now they’re arguing the tax system is what prevents it from scaling.
Skechers’ global store surge makes the case for physical retail
Three openings in five months reveal Skechers’ push toward company-owned DTC retail and a clear argument for physical stores.
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