Brands
All the latest developments on the product and marketing side, including new product launches, sponsorship deals and other marketing initiatives.
Brands
Fanatics signs multi-year global deal with Max Verstappen
Fanatics and Max Verstappen unveil a global partnership covering licensed merchandise, trading cards and a new online store launching in 2026.
Gilbert extends World Rugby deal to 2033
Gilbert and World Rugby have extended their partnership to 2033, with Gilbert remaining the official ball supplier for all Rugby World Cups.
Léon Marchand joins Speedo as global ambassador and innovator
Four-time Olympic gold medallist Léon Marchand has joined Speedo as global ambassador, working on product innovation and mentoring young swimmers.
Freeride World Tour teams up with Faction Skis and Phaenom Footwear
The annual series of events for freeride skiers and snowboarders has agreed a three-year deal with the two Swiss-based brands.
Forbes Space eyes ads in orbit
Forbes Space launches a platform to take brand campaigns into orbit and opens a Turin office to connect Italy’s industry with space.
Columbia’s bold brand relaunch: Connecting with new audiences while honoring Its roots
Columbia has completed a comprehensive brand relaunch featuring a humorous campaign approach that returns to the company’s 1980s roots while targeting younger consumers in an increasingly competitive outdoor market. In this interview, Romain Cancilleri-Michy, Senior Brand Marketing Manager Europe at Columbia, explains how the company and modern consumers understand outdoor today and how it is positioning itself for long-term growth in a highly competitive market.
CCM Hockey partners with World Para Ice Hockey
CCM Hockey will supply uniforms and equipment for World Para Ice Hockey officiating crews at three major 2026 events, including the Paralympics.
Reebok smartglasses go photochromic
Innovative Eyewear unveils photochromic Reebok smart glasses for gym training and indoor sport, plus Lucyd Boosters for louder audio.
Adidas, Harden unveil Harden Vol 10 signature sneaker
Adidas and James Harden reveal the Harden Vol 10 “Imma Be a Star,” celebrating a decade-long partnership with premium performance and lifestyle design.
NFL, Fear of God unveil luxury fanwear
The NFL and Fear of God have unveiled a premium team and NFL shield apparel collection, blending archival varsity style with 90s luxury.
Fanatics signs multi-year global deal with Max Verstappen
Fanatics and Max Verstappen unveil a global partnership covering licensed merchandise, trading cards and a new online store launching in 2026.
XXIO and VESSEL unveil exclusive ladies’ golf set
XXIO teams up with VESSEL to offer an exclusive ladies’ golf package featuring premium clubs and a luxury bag—just in time for the holidays.
F1 team valuations top $34bn in 2025
Ferrari ranks most valuable at $6.4 billion (€6.1 billion), as F1’s combined team value jumps over $34 billion (€32.4 billion), up 48% year on year.
Columbia launches Endor-inspired collection
Columbia’s Endor collection lands December 11 with 20 STAR WARS pieces and Billie Lourd fronting the campaign, as the brand leans into irreverent marketing and real space tech.
iFIT launches fitness reality series in the US
Fitness technology leader iFIT announces Trainer Games, a six-episode reality competition series launching on Prime Video in January 2026, offering contestants a $250,000 contract and a place on its elite trainer roster.
Columbia trolls Flat Earthers
Columbia Sportswear leans into absurd humor with a campaign offering its entire inventory to anyone who proves Earth has an edge.
Intelligence, analysis and advice for the global sporting goods industry.
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