Brands

Columbia brews beer using bear poop

2026-01-30T06:57:00+00:00By SGI Europe Editorial Team

The outdoor brand partnered with a Portland brewery to create an IPA using foraged ingredients – bypassing expensive TV slots for earned media buzz.

Columbia brews beer using bear poop
2026-01-30T06:57:00+00:00By SGI Europe Editorial Team
The outdoor brand partnered with a Portland brewery to create an IPA using foraged ingredients – bypassing expensive TV slots for earned media buzz.
Foot Locker to dominate NBA All-Star 2026
2026-01-30T06:57:00+00:00By SGI Europe Editorial Team
The retailer brings exclusive sneaker launches, athlete appearances, and community programming to downtown Los Angeles Feb. 12-15.
Formula 1 gets a corporate-banking partner
2026-01-28T07:18:00+00:00By SGI Europe Editorial Team
London-based Standard Chartered becomes F1’s Official Wealth Management Partner in a multi-year deal
Speedo launches ‘Swim Gains’ New Year campaign
2026-01-26T12:27:00+00:00By SGI Europe Editorial Team
The swimwear brand teams up with fitness influencers to showcase how water-based training builds strength, stamina and performance in 2026.
On Running signs padel’s number-one
2026-01-12T17:14:00+00:00By SGI Europe Editorial Team
On Running has signed Spanish padel star Arturo Coello, the world’s top-ranked player, to develop its first padel sneakers launching in summer 2027.
Decathlon Canada makes best-selling shoe unreturnable
2026-01-12T16:17:00+00:00By Valentina Giannella
The retailer is turning its most popular trainer into a non-refundable purchase this month, betting that added commitment will push shoppers to actually lace up and run.

Oakley Meta makes Super Bowl debut with AI eyewear
2026-01-30T16:17:00+00:00By SGI Europe Editorial Team
Oakley Meta’s first Super Bowl commercial features Spike Lee, Marshawn Lynch and Olympians across multiple sports disciplines using AI-powered athletic eyewear.
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?
BOSS debuts recycled yarn at Australian Open
2026-01-13T16:37:00+00:00By SGI Europe Editorial Team
BOSS debuts NovaPoly recycled yarn at the 2026 Australian Open. Worn by Taylor Fritz & Matteo Berrettini, the biodegradable textile is now available.

Winter Games 2026: Who wears what?
2026-01-27T07:21:00+00:00By SGI Europe Editorial Team
From Moncler’s return to Lululemon’s accessible design and less restrictive Olympic branding rules, the Winter Games showcase a new era of Olympic branding and team apparel.
Wilson weaponizes Lululemon leggings failure
2026-01-26T17:40:00+00:00By SGI Europe Editorial Team
Founder transforms see-through pants crisis into ammunition for board battle.
World Rugby renews partnership with Macron
2026-01-23T09:18:00+00:00By SGI Europe Editorial Team
Macron will supply technical kits to match officials at major tournaments, including the Women’s Rugby World Cup 2025 and the 2028 Olympic Games.
What will the Chef’s next choice be?
2026-01-22T21:31:00+00:00By Valentina Giannella
Stephen Curry is speed-dating the footwear industry as he searches for Under Armour’s successor. His latest warm-up choice: On running shoes.
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.
US ski team unveils 1984-inspired uniforms
2026-01-21T17:05:00+00:00By SGI Europe Editorial Team
US Ski & Snowboard reveals nostalgic competition and podium looks designed by Kappa, marking the Italian brand’s debut as official supplier.