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How sporting goods brands compete through product—covering innovation strategies, design development, materials breakthroughs, manufacturing advances, and launch decisions that create competitive advantage.
Latest
Puma and Ferrari launch China GP limited collection
A capsule timed to the 2026 Chinese GP channels Fire Horse imagery into Ferrari teamwear, distributing exclusively through Tmall and WeChat.
McLaren to launch golf equipment brand
The motorsport and supercar group targets premium golf equipment, with a dedicated CEO in place and a full product reveal set for April 29.
Nike grounds women’s streetwear in sport DNA
Nike’s new trio of women’s silhouettes fuses athletic DNA with streetwear aesthetics – with Noir releasing March 20.
Lidl’s carbon shoe tests limits of value sportswear
Carbon-plate shoe at €69.99 or less, Steffi Graf as ambassador: Lidl is repositioning Crivit — but running experts question whether the product fits the audience.
PUMA and Chinese foam specialist Shincell target NITRO
PUMA is establishing a joint materials lab in Suzhou with Chinese foam specialist Shincell to develop the next generation of its NITRO platform.
adidas bets on new foam for plate-free trainer
The German brand targets daily performance runners with a high-stack, unplated trainer built around a new proprietary midsole foam.
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.
Campaign spotlight: adidas’ celebrity cast for Spring 2026
Adidas Originals is tapping Hollywood cachet to reinforce the cultural standing of one of its oldest franchises.
Decathlon bets on airbag tech to widen safety
The French retailer teams up with an AI-driven wearable airbag specialist to bring elite-level fall protection to mass-market price points.
adidas Unveils Its First Truly Hybrid Fitness Shoe
As HYROX expands into one of the fastest-growing formats in global fitness, adidas bets on purpose-built footwear to claim a share of the market.
Barça wants to sell its self-produced kits – but how?
300,000 jerseys gathering dust. The club needs its sponsor’s green light—but will Nike say yes?
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.
Babolat releases line of children’s racquets with Alcaraz
Five racquets designed specifically for children aged 4–13, inspired by the world number one’s signature gear.
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.
Kiabi launches new Ekstract sportswear line
The French retailer’s new technical sportswear line targets everyday athletes with accessible pricing across Europe.
EU’s new Ecodesign law takes effect
The new regulation requires companies to disclose discarded items and limit waste, with large firms required to comply by February 2027.
Lululemon releases new gym apparel in North America
The athleisure giant debuts PowerLu fabric technology in a collection developed with F1 star Lewis Hamilton.
Oakley Meta makes Super Bowl debut with AI eyewear
Oakley Meta’s first Super Bowl commercial features Spike Lee, Marshawn Lynch and Olympians across multiple sports disciplines using AI-powered athletic eyewear.
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?
BOSS debuts recycled yarn at Australian Open
BOSS debuts NovaPoly recycled yarn at the 2026 Australian Open. Worn by Taylor Fritz & Matteo Berrettini, the biodegradable textile is now available.
Adidas marks 25 years with UEFA Champions League
German sportswear brand unveils commemorative match ball and extends partnership through 2027, featuring campaign with football legends across generations.
On Running signs padel’s number-one
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.
Cobra Golf adds new models to 3D printed iron range
Cobra becomes the first major golf equipment manufacturer to offer a complete 3D-printed iron family, spanning players’, players’ distance and game-improvement categories.
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.
Running shoes in 2025: more cushioned than ever
The sports shoe market swapped race-day fireworks for weekday miles. Gen Z embraced max-cushioned shoes for walking, running and commuting.
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.
Justin Bieber debuts 3D-printed sneaker Earth Bender
Justin Bieber’s Skylrk label enters footwear with Earth Bender, a 3D-printed sneaker created in partnership with German 3D-printing firm Zellerfeld.
Heineken 0.0 x Lõk padel collection launches
Heineken 0.0 partners with Spanish brand Lõk for a limited-edition padel collection featuring a racket with an integrated bottle opener.
Vuori launches sustainable snow collection
Athleisure brand Vuori launches its first Snow Collection, featuring shells, bibs and pants made from 100% NetPlus® recycled fabric sourced from fishing nets.
Reebok smartglasses go photochromic
Innovative Eyewear unveils photochromic Reebok smart glasses for gym training and indoor sport, plus Lucyd Boosters for louder audio.
Adidas, Harden unveil Harden Vol 10 signature sneaker
Adidas and James Harden reveal the Harden Vol 10 “Imma Be a Star,” celebrating a decade-long partnership with premium performance and lifestyle design.
Fitasy unveils custom-fit 3D-printed shoes
Fitasy debuts patent-pending tech for custom-fit 3D-printed shoes using smartphone scans, aiming to improve performance and sustainability.
NFL, Fear of God unveil luxury fanwear
The NFL and Fear of God have unveiled a premium team and NFL shield apparel collection, blending archival varsity style with 90s luxury.
Stöckli extends ski warranty to 4 years
Swiss ski maker Stöckli now offers a four-year warranty on all new skis, a first in the industry, signaling confidence in durability and quality.
Made Plus debuts at The Running Event
Made Plus unveiled Rippl, its first US-made running shoe, alongside new Bangr Pro pickleball and Velox TR training shoes at The Running Event.
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.
Alfa Romeo debuts limited athleisure line
Alfa Romeo enters the apparel space with a limited athleisure collection inspired by its Junior Veloce model, blending motorsport heritage with high-performance design.
Balenciaga debuts Spring ’26 Football Series
Balenciaga’s new Spring 2026 “Football Series” fuses couture design with American-football iconography in a capsule of jerseys, padded hoodies, and tracksuits.
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