- Home
- Newsletters & Briefings
- Products
- Corporate & Financial
- Retail
- Marketing
- Consumer
- People & HR
- Events
- Legal
- About Us
- AccountOut
- Search
- More from navigation items
Marketing: Brands and Products
From campaigns to product launches—covering the marketing strategies, creative partnerships, innovation investments, and design decisions that define sporting goods brand competition.
IN THE SPOTLIGHT
Chinese brands claim visibility podium at Milano Cortina
Li-Ning, Anta, Peak, and Toread collectively supplied apparel for delegations from China to Ecuador, marking their most prominent global showcase to date.
SGIE Daily Digest
Stay informed. Stay ahead.
Every weekday in your inbox.
The news, analysis and competitive signals that matter — curated for industry professionals.
Sign up for freeLATEST HEADLINES
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.
ASICS offers funded trail adventure to two runners
Two runners in France, Spain, UK and Germany can win a fully funded trail trip. Applications close March 19.
Music, relay race and community: On’s Real Energy
A Fred again.. soundtrack, a 20-city relay series and an anti-hustle message underpin On’s launch of the third-generation Cloudmonster.
Worldclass team but no sponsor
One of Australia’s most decorated sporting teams is without a sponsor but has unveiled a bold solution.
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.
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.
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.
ASICS offers funded trail adventure to two runners
Two runners in France, Spain, UK and Germany can win a fully funded trail trip. Applications close March 19.
McLaren to launch golf equipment brand
The motorsport and supercar group targets premium golf equipment, with a dedicated CEO in place and a full product reveal set for April 29.
Skechers makes its move on performance sport
Dutch premier league signing, cricket partnership and technical running launches show Skechers in a sustained bid for performance sport credibility.
adidas bets on new foam for plate-free trainer
The German brand targets daily performance runners with a high-stack, unplated trainer built around a new proprietary midsole foam.
Music, relay race and community: On’s Real Energy
A Fred again.. soundtrack, a 20-city relay series and an anti-hustle message underpin On’s launch of the third-generation Cloudmonster.
On’s new head to toe collab
The Swiss performance brand and New York retailer combine Cloudtec cushioning with Kith’s aesthetic in two new silhouettes launching March 6.
HOKA becomes title sponsor of Hackney Moves festival
The running brand upgrades from footwear partner to title sponsor of London’s largest fitness weekend, deepening a three-year relationship.
Toni Sailer: scaling exclusivity in luxury ski wear
The German-managed brand operates in 32 countries with hand-crafted, limited-edition ski apparel — and no plans to go mass market.
BRAND EQUITY
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.
US 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.
Clean200 2026: Nike, Adidas and Puma ranked
Five sporting goods firms feature in the global ranking of largest companies by sustainable revenue, with Nike at rank 57.
New Balance: Authenticity as a global growth strategy
New Balance’s 2024 record results show how local production, selective partnerships and brand consistency drive global growth.
Nike drops again in Best Global Brands ranking
Nike’s brand value has plummeted 25.9 percent to $33.7 billion, dropping to 23rd place in Interbrand’s global rankings.
Nike tops the sports category in Time magazine and Statista’s ranking of the world’s best companies
The ranking of 1,000 companies evaluates employee satisfaction, revenue growth and sustainability transparency.
Lululemon targets men’s with new tennis tech
The Canadian apparel brand unveils upgraded sweat-concealing fabric as it works to rebuild momentum in men’s and performance categories.
Volleyball finally gets its own female apparel brand
Corts, a female-founded LA label, enters a sport with 800,000 young US players and no dedicated apparel incumbent.
Joma releases football-branded padel racquet
Spanish brand modifies Hyper Pro padel racquet with Premier League club colors following kit sponsorship deal, extending football partnerships to padel.
Campaign spotlight: turning resolutions into sustained action
US premium activewear brand Rhone launched 12 Pursuits, a year-long founder-led program blending mental fitness with monthly actionable themes.
Nike Mind and the neuroscience of sport
Nike’s Mind technology targets mental performance. After a century optimizing bodies, is the sporting goods industry finally ready to train brains?
Bosideng becomes first company to implement new industry standard for circular clothing in China
The Chinese down specialist is driving the apparel industry’s shift from linear to circular economy models.
Bosideng launches premium Vertex collection in Europe
Chinese down specialist Bosideng debuts its premium Vertex collection in Europe, designed in collaboration with techwear designer Errolson Hugh.
New Balance 2002R gets Gore-Tex upgrade
New Balance launches the 2002R Gore-Tex Protection Pack for spring 2026, featuring weatherproof technology in grey, black and wheat colorways.
Intelligence, analysis and advice for the global sporting goods industry.
TOPICS
Corporate and FinancialRetail and Supply
Marketing
Consumer
People and HR
Events and Trade Shows
Legal
CSR and Sustainability
Technology and AI
China
Athlete economy
MARKET ANALYSIS
Analysis and dataIndustry Scorecards
Reports
Case Studies
SERIES and SPECIALS
Winter Olympics 2026Circular Economy
Impact of Sports
Redefining CSR 2025
SUBSCRIPTIONS
Membership plansFAQs
ASK SGIE AI
For premium subscribersABOUT US
About usNewsroom and Contacts
Media solutions
- COPYRIGHT © EDM PUBLICATIONS GMBH
- Contact us
- FAQS
- Terms and Conditions
- Privacy & Cookies Policy
- Impressum
- Issues
- Topics A-Z