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.
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Meet the Challenger: Joma
Joma has crossed €200 million while refusing to enter lifestyle - a constraint it calls a competitive asset.
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Decathlon adds cash refund to festival tent return scheme
The cash-back addition tests whether financial incentives can shift festival disposal behavior at scale.
Lotto’s quiet comeback reaches the World Cup stage
The Italian sports brand has been rebuilding steadily toward a global relaunch – and now it has a World Cup campaign to show for it.
Nike takes control of sneaker release narrative
With product leaks enabling better counterfeits ahead of launch, Nike has launched a designer-led editorial channel on its SNKRS app.
Boston Marathon: a battle of words, not only of runners
A misread campaign at marathon’s most visible address exposed Nike’s vulnerabilities – and gave Asics an opportunistic opening.
Meet the Challenger: Joma
Joma has crossed €200 million while refusing to enter lifestyle - a constraint it calls a competitive asset.
The challenger brand that dressed the World Cup’s best story
Behind Bosnia and Herzegovina’s blue shirt is a brand most of the world cannot name. It is also the fourth-biggest kit supplier at this World Cup: meet Kelme.
Lululemon launches video podcast series in China
The brand’s first video podcast lands on Bilibili, not YouTube. The market choice says more than the format.
Macron adds a sound to go with its identity
The high-end teamwear specialist now has an audio identity to match its product quality
Ellesse casts British actor to play the Italian
Andrew Garfield’s turn as an “honorary Italian” anchors a three-chapter campaign rolling out through the summer.
Nike, adidas, PUMA: the World Cup brand battle decoded
One brand built a system. One owns the tournament. One is playing the long game in Africa. Reading (and watching) the 2026 World Cup brand battle.
adidas takes the World Cup to Nordstrom
The 35-store deal spans eight US host-city markets, with immersive installations in New York and Seattle running through late July.
Snipes unites Nike, adidas and Puma in World Cup film
Built around players whose identities cross borders, the campaign says more about Snipes’ customer than about football.
Skechers signs Radamel Falcao and family
Falcao family deal spans boots, lifestyle, as Latin America ambassadors
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.
Adidas mines the archive ahead of FIFA WC 2026
Seven heritage reissues target collector and nostalgia demand without the cost of performance innovation.
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
BRAND EQUITY
The jacket and the mountain: what Arc’teryx’s Shanghai Museum is really selling
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
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
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.
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