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Brands
Campaigns and creativity
Major marketing campaigns, experiential activations, and cultural partnerships shaping sporting goods brand positioning—plus creative intelligence tracking agencies, emerging shops, and the trends redefining brand storytelling.
LATEST
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.
Stone Island opens Naples flagship with city film
The Italian brand pairs its first Naples store with a short film tracing 40 years of community ties to the city’s Resina vintage market.
ASICS offers funded trail adventure to two runners
Two runners in France, Spain, UK and Germany can win a fully funded trail trip. Applications close March 19.
Music, relay race and community: On’s Real Energy
A Fred again.. soundtrack, a 20-city relay series and an anti-hustle message underpin On’s launch of the third-generation Cloudmonster.
Worldclass team but no sponsor
One of Australia’s most decorated sporting teams is without a sponsor but has unveiled a bold solution.
Milano Cortina viewership data: the Olympics still matter
Record audiences across the US, Europe and Japan confirm the Winter Games as a premium platform – if brands know which athletes to bet on.
JD Sports goes social-first for Ramadan in MENA
JD Sports MENA launches “Own The Night” Ramadan campaign for Gen Z and millennials
Dick’s Sporting Goods scales creator marketing program
Nearly 11,000 applicants for 60 spots—the sports retail giant is betting on human storytelling over traditional advertising.
Fitness First UK bets on longevity to drive loyalty
New campaign pairs AI-benchmarked biological age testing with personalized programming to shift gym positioning toward clinical-grade longevity.
Nike and JD Sports’ 500-Runner Mall Takeover
How a grassroots run club founded by an ex-prisoner became one of Europe’s largest—and why Nike and JD Sports chose to partner with it.
Salomon’s new campaign: innovation as future engine
The French brand uses its premium Olympic partnership to reconnect with winter sports heritage while maintaining its fashion-forward momentum.
Skechers returns to Super Bowl stage
The brand nobody took seriously just outspent Nike at football’s biggest commercial showcase.
adidas x CLOT Chinese New Year collection
Canadian-Hong Kong designer Edison Chen’s CLOT label partners with adidas on Year of the Horse collection.
Descente in Cortina: home, museum, and showcase
Japanese brand will showcase 90-year history, racing suit technology, and provide athlete support during Olympic Winter Games period.
NIKESKIMS opens first pop-up in London
The Nike-Skims collaboration debuts its first footwear with the Rift Satin as part of a London activation previewing the global Spring 2026 release.
DICK’S names nine Team USA Olympic ambassadors
Nine Olympic and Paralympic athletes will share behind-the-scenes content and direct youth sports grants as DICK’S builds Milano Cortina 2026 activation.
Columbia brews beer using bear poop
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
The retailer brings exclusive sneaker launches, athlete appearances, and community programming to downtown Los Angeles Feb. 12-15.
ASICS launches global ‘Move Your Body, Move Your Mind’ campaign
ASICS unveils global campaign linking movement to mental wellbeing, featuring reimagined Beach Boys classic to reinforce 75-year founding philosophy.
Foot Locker unlocks 10,000 music studio hours
Foot Locker EMEA teams up with Studios For All and Pirate.com to provide 10,000 free studio hours for aspiring UK musicians.
Puma revives owned media play
The sports brand’s magazine revival reflects the industry’s rethinking of content distribution and audience ownership in an era of platform volatility.
Arena new global campaign focuses on freedom and inclusivity
The swimwear brand celebrates swimming as a universal and inclusive activity.
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