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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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Why big brands keep missing modest athleisure
Muslim apparel spending reached $327 billion in 2023. So why are so many women still stitching together their own coverage hacks at the gym?
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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.
PUMA unveils World Cup kits for 11 nations in NYC
German brand chose New York streets over stadium launches to unveil kits for five African nations and six others ahead of this summer’s World Cup.
A 9-year-old co-wrote Decathlon’s new campaign
Decathlon worked with London agency AMV BBDO and a 9-year-old on a new European campaign built around the emotional power of sporting firsts.
Decathlon joins French football as Major Partner
Decathlon’s in-house football brand Kipsta has been elevated from supplier to Major Partner of French professional football, securing ball rights through 2032.
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.
Columbia’s summer proof: rain, fire, sauna in the desert
Two new films from adam&eve\TBWA extend Columbia’s “Engineered for Whatever” platform into summer — with a flamethrower, naturally.
How K-pop is selling F1 merch, and why it matters
K-pop fandoms and Gen Z identity are turning F1 team merchandise into a premium category. The sporting goods industry is taking notes.
adidas athletes make history at London Marathon
Sawe and Kejelcha go sub-2 for the first time in race history; Assefa takes the women-only world record – all in the new Adizero Adios Pro Evo 3.
How ABG is rebuilding Reebok, one sport at a time
Hockey, basketball and Greater China – three moves in three weeks show that Reebok’s reclamation under ABG is no longer a story about potential.
Tonal ties Star Wars film to fitness push
The AI-powered home gym partners with Lucasfilm for exclusive member workouts tied to The Mandalorian and Grogu, which opens May 22.
Roxy moves into fragrance and body care
ABG’s Roxy launches lip balms, body mists and candles through a female-founded fragrance partner – with a holiday collection already planned for autumn.
Luhta extends Finnish Olympic deal to 2030
Finland’s outdoor apparel brand renews Olympic partnership to 2030, using the LA and French Alps Games to grow in two priority markets.
Oura Ring becomes official wearable of US Soccer
Oura Ring extends to all 27 US national teams, embedding biometric recovery tracking ahead of the 2026 FIFA Men’s World Cup.
Golden Goose opens biggest APAC store in Beijing
Italian sneaker brand Golden Goose has opened its largest Asia-Pacific store in Beijing – a 475sqm experience flagship as HSG moves to unlock the brand’s China potential.
Cultural athleisure: homage or exploitation?
When athleisure brands mine local cultures, the line between homage and exploitation blurs.
BRAND EQUITY
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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