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.
Latest
Onalabs raises more than €9.3m to scale continuous health monitoring
FC Barcelona backed the wearable maker in 2023. The new capital adds a diabetes line and Garmin interoperability.
SGIE Daily Digest
Stay informed. Stay ahead.
Every weekday in your inbox.
The news, analysis and competitive signals that matter — curated for industry professionals.
Sign up for freeLATEST HEADLINES
New Balance and Miu Miu launch Wimbledon collection
Tennis has always been fashion. The sport’s most watched tournament now has its most pointed collab yet.
On earns Gold Lion at Cannes 2026 for Shape of Dreams
On wins Gold and two Silver Lions at Cannes 2026 for Shape of Dreams, Spike Jonze’s Film Craft campaign with Zendaya.
Oner Active swaps community fans for a celebrity face
Built on micro-influencers and fans, Oner Active now has its first celebrity ambassador and its first out-of-home campaign.
Decathlon adds cash refund to festival tent return scheme
The cash-back addition tests whether financial incentives can shift festival disposal behavior at scale.
Fanatics brings some financial plumbing in house
Better known for jerseys and memorabilia, Fanatics is acquiring the exchange and clearinghouse behind its prediction markets.
The rise of Indonesia’s local running shoe brands
Local brands control more than a third of Indonesia’s online running shoe sales, undercutting global competitors on price.
Is this really new storytelling for Under Armour?
A visually appealing ambassador spot raises the question of what storytelling means at Under Armour now.
Cushioned running becomes 2027’s key battleground
Evercore ISI sees Nike and On converging on the cushioned-running segment that has driven HOKA’s share gains
Nox, Playtomic sponsor an MLP (guest) team
Spanish brands Nox and Playtomic have attached their names to Europe’s maiden Major League Pickleball guest team.
Nike ripped up the script. It didn’t go as planned.
Nike Football boss Camilo Andrade defends the brand’s execution even as its script for the final didn’t hold.
Asian brands build global rosters, one deal at a time
From Curry to Jokic, Irving, Navarro and Raducanu, Anta, Li-Ning, 361, Uniqlo and Asics build rosters on three continents.
Dick’s content studio joins WNBA documentary boom
Nike, the WNBPA and now Under Armour have all backed athlete documentaries – Dick’s owned-media strategy follows the same logic.
HOKA names pop singer Hou Minghao as China ambassador
HOKA leans on entertainment reach to compete for younger Chinese runners.
adidas told Bloomberg it won the World Cup
Spain and Argentina wore its kits in the final, and adidas is happy to let us know how much it sold.
adidas revives black collar for All Blacks tour kit
A body-mapped jersey, a heritage polo, and a new four-year fixture with South Africa.
Brooks Running signs first NZ Team footwear deal
The multi-year deal covers ceremonies, podiums and Villages from Glasgow 2026 through LA28.
BRAND EQUITY
Superfeet expands into workwear, DTC with new products
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
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
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.
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.
TOPICS
Corporate and FinancialRetail and Supply
Marketing
Consumer
People and HR
Events and Trade Shows
Legal
CSR and Sustainability
Technology and AI
Asia-Pacific
Athlete economy
China and APAC
MARKET ANALYSIS
Analysis and dataIndustry Scorecards
Reports
Case Studies
SERIES and SPECIALS
FIFA World Cup 2026Winter Olympics 2026
Circular Economy
Impact of Sports
Redefining CSR 2025
SUBSCRIPTIONS
Membership plansFAQs
ASK SGIE AI
For premium subscribersABOUT US
About usNewsroom and Contacts
Media solutions
- COPYRIGHT © EDM PUBLICATIONS GMBH
- Contact Us
- FAQS
- Terms and Conditions
- Privacy & Cookies Policy
- Impressum
- Issues
- Topics A-Z