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Adidas lines up Serie A ball deal as Puma’s exit looms

2026-11-03T17:00:00+00:00

Reports say Adidas would take over Serie A’s official match ball from 2027/28, ending Puma’s five-season run with the league.

Asics softens the Gel-Nimbus with a new foam

2026-11-03T16:21:00+00:00

The 29th Gel-Nimbus gets FF Luxe Plus foam and a wave-patterned sole as Asics guards its core running business.

Retro outline, new technology: Reebok’s Question recoded

2026-11-03T13:44:00+00:00

The 30th-anniversary rebuild of Allen Iverson’s 1996 basketball shoe goes on sale in the US on Nov. 10, ahead of a global launch on Nov. 16.

More

Whoop signs LeBron James as global ambassador

2026-11-03T10:35:00+00:00

Decathlon brings recycled carbon fiber to padel

2026-10-30T11:35:00+00:00

H&M Move launches 2026 ski collection on Nov. 2

2026-10-30T10:43:00+00:00

Nike launches Vegam Run, its first shoe for India

2026-10-29T14:41:00+00:00

Salomon, Pas Normal Studios launch winter collection

2026-10-29T13:40:00+00:00

Balenciaga launches 2026 skiwear with RECCO reflectors

2026-10-29T12:35:00+00:00

Hyrox draws sponsors big and small

2026-10-28T15:05:00+00:00

Meet the challenger: a local racket on Indonesia’s courts

2026-10-28T11:10:00+00:00

Columbia launches survival bunker giveaway contest

2026-10-28T08:21:00+00:00

Bogner launches Chalet Icons winter collection

2026-10-26T15:26:00+00:00

Puma’s most efficient road shoe isn’t race legal

2026-10-23T15:18:00+01:00

Explore Brand and Product Marketing

CAMPAIGNS AND CREATIVITY BRAND PARTNERSHIPS PRODUCTS CHALLENGER BRANDS

Campaigns and Creativity

Authentic Studios takes Muhammad Ali to Prime Video
2026-11-03T11:18:00+00:00By SGI Europe Editorial Team
The Greatest, co-produced by Authentic Brands Group, streams worldwide on Prime Video from Nov. 4 with all eight episodes.
ASICS cast humans as an endangered species
2026-10-01T11:11:00+01:00By SGI Europe Editorial Team
ASICS campaign: Same ”15-minute” message. Same timing – before World Mental Health Day. A different film each time.
Peloton debuts its first foldable treadmill
2026-09-23T12:34:00+01:00By SGI Europe Editorial Team
The Tread Flex folds, costs $1,100 less than the model it replaces, and comes with a Miley single attached.
Moncler and the city: nostalgia meets Fifth Avenue
2026-09-10T12:36:00+01:00By SGI Europe Editorial Team
A five-day citywide exhibition of Moncler’s New York campaigns opens days before its largest global flagship debuts nearby.

PRODUCTS

Lululemon targets men’s with new tennis tech
2026-03-04T20:16:00+00:00By SGI Europe Editorial Team
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
2026-02-19T15:20:00+00:00By SGI Europe Editorial Team
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
2026-02-16T15:52:00+00:00By SGI Europe Editorial Team
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
2026-01-21T17:41:00+00:00By SGI Europe Editorial Team
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
2026-01-15T21:35:00+00:00By Valentina Giannella
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
2026-01-08T13:27:00+00:00Sponsored by Bosideng
The Chinese down specialist is driving the apparel industry’s shift from linear to circular economy models.
Bosideng launches premium Vertex collection in Europe
2026-01-07T16:57:00+00:00Sponsored by Bosideng
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
2025-12-17T20:56:00+00:00By SGI Europe Editorial Team
New Balance launches the 2002R Gore-Tex Protection Pack for spring 2026, featuring weatherproof technology in grey, black and wheat colorways.

BRAND EQUITY

Superfeet expands into workwear, DTC with new products
2026-06-22T10:46:00+01:00By Valentina Giannella
How the legacy insole brand is deploying five decades of podiatric data to reach new categories, channels, and a younger market.
adidas outranks Nike in Kantar sustainability ranking
2026-06-22T10:43:00+01:00By SGI Europe Editorial Team
Kantar surveys 18,000 consumers across 12 countries; adidas leads all fashion and sportswear entries, Nike places 17th.
The jacket and the mountain: what Arc’teryx’s Shanghai Museum is really selling
2026-05-20T14:52:00+01:00By Valentina Giannella
How a permanent brand infrastructure becomes the most durable response to a communication crisis, and what European outdoor brands should take from it.
Fast Company ranks Adidas among the top global brands
2026-03-27T14:58:00+00:00By SGI Europe Editorial Team
Adidas tops Fast Company’s Advertising & Marketing category and places No. 7 globally, the only sports brand in the top 50.
Adidas, Puma slide in Kantar BrandZ Germany 2026
2026-03-16T16:54:00+00:00By SGI Europe Editorial Team
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
2026-03-04T12:27:00+00:00By Valentina Giannella
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
2026-02-19T15:21:00+00:00By SGI Europe Editorial Team
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
2025-11-17T13:19:00+00:00By Holger Schellkopf
New Balance’s 2024 record results show how local production, selective partnerships and brand consistency drive global growth.

BRAND

Adidas lines up Serie A ball deal as Puma’s exit looms
2026-11-03T17:00:00+00:00By SGI Europe Editorial Team
Reports say Adidas would take over Serie A’s official match ball from 2027/28, ending Puma’s five-season run with the league.
Authentic Studios takes Muhammad Ali to Prime Video
2026-11-03T11:18:00+00:00By SGI Europe Editorial Team
The Greatest, co-produced by Authentic Brands Group, streams worldwide on Prime Video from Nov. 4 with all eight episodes.
Whoop signs LeBron James as global ambassador
2026-11-03T10:35:00+00:00By SGI Europe Editorial Team
After 11 years as a member, LeBron James becomes a Whoop ambassador as the wearables brand eyes the stock market.
What comdaily’s AI study means for sporting goods brands
2026-11-02T15:57:00+00:00By Valentina Giannella
SGIE exclusive: GEO specialist comdaily tested 504 German-language AI answers on running shoes, training apparel and wearables. Here are the findings.
Marathon week becomes a mass-market stage for H&M Move
2026-10-30T14:50:00+00:00By Valentina Giannella
A 5K community run from SoHo opened the launch, as the TCS New York City Marathon expects nearly 60,000 runners on Nov. 1.
Startups to watch: LIGAS, premium yoga made in Poland
2026-10-28T15:30:00+00:00By Valentina Giannella
LIGAS wants to win Polish premium yoga before global players do, with local production and a bold image as its calling cards.
Meet the challenger: a local racket on Indonesia’s courts
2026-10-28T11:10:00+00:00By Yohana Belinda
Noble Heist competes with global names on recall, price and community trust, selling via padel clubs.
Columbia launches survival bunker giveaway contest
2026-10-28T08:21:00+00:00By Valentina Giannella
After a flat-earth bounty and bear-scat beer, the outdoor brand mocks doomsday preppers with a container shelter for “real survivalists and outdoors people”.