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Latest news
All the latest from SGIE—breaking news and strategic intelligence across the sporting goods industry, updated daily.
Latest Headlines
Golf leads adult sport participation in Wales
Wales Government National survey confirms golf as Wales’s biggest adult sport, with membership up 7% and women’s participation nearly tripling in three years.
British Cycling launches BMX creator series
Eight GB BMX freestylers pair with UK content creators in a weekly free series across YouTube, TikTok and Instagram.
Swedish gym brand ICIW enters Belgium with studio deal
The Swedish gym-wear brand names Belgium a 2026 priority and signs Brussels boutique studio GOBOX as its first local fitness partner.
H&M MOVE takes running collection global from Barcelona
H&M’s sport label staged a global event in Barcelona to unveil its spring running range, pairing a media presentation with a 5K community race.
Alltricks opens first central Paris store
The French online sports retailer brings its physical format to central Paris as part of a wider omnichannel expansion.
Footasylum names Gymshark exec Hannah Mercer CEO
The Gymshark and adidas veteran takes charge at the UK streetwear retailer as it pushes into DACH, the Gulf and new UK stores.
LaLiga posts record revenue, and Europe’s football hierarchy holds firm
Spain’s top football league posted its strongest financial season on record, driven by commercial income topping €1.5 billion for a third straight year.
Inditex posts record sales and profits in FY25
The world’s largest fashion retailer grew net sales 3.2% to €39.9bn; early FY2026 trading running at 9% constant-currency growth.
Li Ning profit beats estimates and shares rally
Revenue up 3.2% but net profit fell 2.6% in 2025. Analysts flagged a near-9% earnings beat driven by lower-than-expected selling costs.
A 9-year-old co-wrote Decathlon’s new campaign
Decathlon worked with London agency AMV BBDO and a 9-year-old on a new European campaign built around the emotional power of sporting firsts.
ROICA brings Japanese mills to Performance Days
Asahi Kasei’s stretch fiber brand brings two Japanese manufacturers to a European trade show for the first time at Performance Days 2026.
Q2 2026 Event Radar: trade shows and conferences
Wellness and fitness take center stage in Q2, with FIBO, PEAK 2026 and RiminiWellness among the must-attend events of the quarter.
Uniqlo launches garment longevity campaign
A free enzyme-treatment sample at 23 European studios anchors Uniqlo’s April longevity campaign.
Misto Holdings posts 31.6% profit jump in 2025
The South Korean brand portfolio group formerly known as FILA Holdings lifts full-year operating profit 31.6% on China expansion.
Genesis Motor launches European amateur golf cup
The South Korean automaker extends its European golf strategy beyond the professional tour with a six-stop qualifying series culminating at the Genesis Scottish Open.
Lidl, PreZero are UEFA’s first strategic partners
Schwarz Group extends UEFA deal through 2030 while adding grassroots nutrition and circular economy mandates to its sponsorship portfolio.
Institutions build Nike stake ahead of Q3 results
Multiple funds raised NKE positions in Q3 as Wall Street upgrades its outlook, with Nike’s quarterly results due March 31.
Lululemon faces rising pressure as core market stalls
The US-based athleisure group grew revenue 5% to $11.1bn in 2025, but profits fell. Margins declined as US weakness persisted.
Sports moments reward brands across all screens
Nine-country study of 9,000 sports fans shows where attention concentrates and how consistent cross-screen presence drives purchase.
Nielsen: 46bn minutes of women’s sports in 2025
Nielsen data shows record audiences across the WNBA, tennis, soccer and college sport as US women’s sports consumption reaches a new high.
Björn Borg seals three-year Åhléns, Inno deal
Swedish sports fashion brand targets new lifestyle categories in Sweden and Belgium, with total retail value estimated up to SEK 300m over three years.
NHL commits to multi-year Germany expansion
North American ice hockey’s top league commits to staging regular-season games in Germany for at least three consecutive years, starting Dec. 2026.
UK study maps girls’ fading sports fandom
Four in ten young UK people cannot name a sportswoman, as new research maps how girls lose fan identity through secondary school.
Europe’s sponsorship market tops €34bn in 2025
Nielsen Sports data shows all sectors grew in 2025, with sport investment up 5.9% and Spain outpacing Europe’s largest markets.
Stone Island opens Naples flagship with city film
The Italian brand pairs its first Naples store with a short film tracing 40 years of community ties to the city’s Resina vintage market.
Lululemon adds ex-Levi Strauss chief to board
The former Levi Strauss chief brings 13 years of brand turnaround experience to a board under pressure from founder Chip Wilson’s proxy campaign.
Lululemon shares edge lower on soft 2026 guidance
Despite a Q4 beat, investors focused on below-consensus 2026 guidance and a continuing leadership vacuum at the top of the company.
Lululemon beats Q4 but 2026 outlook disappoints
Q4 revenues and earnings topped consensus, but softening North American demand and tariff costs cast a shadow over the full-year 2026 outlook.
Nike and Beats launch co-branded earbuds
In a first for Beats, the Apple brand shares its logo with Nike on the Powerbeats Pro 2, launching globally March 20 via Nike and Apple.
Reebok and GLDN PNT partner on padel apparel
The heritage sports brand joins the padel market through a performance collection with community-born activewear label GLDN PNT.
Nike tops US YouGov’s 2026 fashion brand rankings
Nike leads US purchase consideration for apparel and footwear, but its value scores trail quality — a gap rivals are moving to close.
Australian tennis player Kyrgios joins The Picklr
The tennis star is betting on pickleball’s boom with a new investment and ambassador role.
Footasylum raises credit facility to £60m
UK streetwear retailer targets Leeds, Glasgow and Merthyr Tydfil with new stores, while upgrading two flagship Manchester locations.
Adidas UEFA Champions League deal under threat
UEFA’s commercial arm has launched a formal tender for the Champions League match ball from 2027–28, with Puma and Nike among the potential challengers to Adidas.
New Balance locks in long-term Patriots deal
The Boston brand secures exclusive footwear and apparel rights, plus naming rights on a new 160,000 square foot training center in Foxborough.
Peloton brings connected fitness to the gym
The US connected fitness brand launches its first gym-grade bike and treadmill, pairing Peloton content with Precor industrial hardware.
KMD Brands calls in Goldman amid debt pressure
The New Zealand outdoor apparel group confirms engaging Goldman Sachs but says no decision on any recapitalisation has yet been made.
Adidas, Puma slide in Kantar BrandZ Germany 2026
Germany’s two sporting goods giants are losing brand value — while a discount supermarket gains ground, one carbon shoe at a time.
Changes in Spain enabling Sprinter to expand
The JD Sports-owned chain is accelerating into the space abandoned by Intersport, with 70 stores planned by 2028.
New Balance expands resale program to include apparel
The Boston brand brings apparel into its two-year-old resale program after recirculating more than 100,000 pairs of shoes.
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