Brands
All the latest developments on the product and marketing side, including new product launches, sponsorship deals and other marketing initiatives.
Brands
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.
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.
SW Network wins Fila, Foot Locker mandate
Metro Brands appoints SW Network to handle Fila’s digital creative and Foot Locker’s mainline campaigns, aiming to boost athleisure and sneaker culture in India.
Speedo partners with GB Deaf Swimming team
Speedo has partnered with GB Deaf Swimming ahead of the Tokyo 2025 Deaflympics, providing performance kit including Fastskin racing suits.
Dick’s launches Nickelodeon sports surprise show
Dick’s Sporting Goods’ in-house studio is launching a six-episode makeover show on Nickelodeon to support under-resourced youth sports teams.
Charles Leclerc launches CL16 fashion brand
Monegasque Formula 1 driver Charles Leclerc has launched his personal fashion brand, CL16, featuring a limited-edition collection of 12 1990s-inspired pieces.
StockX reveals 2025 sportswear resale boom
Detroit-based resale platform StockX reports 45 percent year-on-year growth for running-style trainers and triple-digit gains in trading cards and collectibles.
Union Binding Company launches its first snowboard boot
Union Binding Company has launched its first snowboard boot, the Reset Pro, through its new Union Boot Division, based in Italy’s technical footwear district.
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.
Onitsuka Tiger debuts fragrance line
Onitsuka Tiger expands into beauty with its first fragrance collection, featuring four scents and minimalist design.
Pangaia names Daniel Gómez Rojas as new CEO
London-based sustainable brand Pangaia has appointed Daniel Gómez Rojas as CEO, replacing co-founder Nathalie Longuet who took the role in 2023.
Macron launches Sound of Us campaign
Macron’s Sound of Us campaign introduces an anthem and jacket concept, using music to strengthen emotional ties between athletes, fans, and the brand.
Intelligence, analysis and advice for the global sporting goods industry.
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