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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.
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Acid Running launches first womenswear collection
Acid Running launches its first dedicated womenswear range after three years of development and a £1.07m investment round.
adidas launches Climacool System for World Cup 2026
adidas is the first major kit supplier to deploy a systematic thermal management offer across a full tournament squad.
Gymshark partners with Bratz
A four-piece drop, a nostalgia property, and data on female gym discomfort: collaboration as a statement.
ASICS aims for decision simplicity at retail
ASICS cuts through tennis footwear complexity with a two-profile system built around how players move on court.
H&M MOVE launches Solar Club collection
A Marseille morning-to-evening collection that blurs running wear and dinner tableware.
PUMA’s biggest World Cup kit roster in 20 years
The Herzogenaurach brand holds the deepest African kit portfolio at the tournament.
adidas, Kith and Messi launched joint football capsule
A jersey-to-suit capsule drops May 29, anchored by Messi’s 20-year international career and Kith’s 15th anniversary.
Decathlon’s archive is now a product line
Fifty years of back catalog, three capsule launches, and a fleece you can pass to your kids: Decathlon is selling its own history.
DEICHMANN plays the World Cup card
Europe’s largest footwear retailer uses the World Cup window to signal a shift toward sports-lifestyle – with creator-driven traffic as the conversion mechanism.
H&M and Lotto launch football-inspired menswear
The range launches May 21 in select stores and on hm.com, drawing on Lotto’s design archive with football-themed pieces.
Football fashion heats up ahead of World Cup 2026
From adidas x Miaou to Nike’s 7-label Cryo Shot programme, the 2026 World Cup is driving a major off-pitch fashion moment.
Lamborghini and Babolat bring five new looks to padel
The 2024 automotive-racket crossover returns with five colorways, as luxury co-branding in padel intensifies.
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?
Adidas extends World Cup kits to pet market
Fans in North America, Latin America and selected Asian markets can dress their pets in federation colors from May 1.
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.
Wilson launches Blade v10
It is the most significant revision of its flagship tennis racket since 2006.
Macron's Eco 3D Knit: recycled jacquard meets football
Three high-performance materials made entirely from recycled polyester will kit out Macron partner clubs from next season.
Kiprun embeds wear sensor in running shoes
Decathlon’s running brand partners with London startup Movmenta on a shoe that monitors its own foam degradation in real time.
Adidas marks 25 years of Climacool with Shanghai relaunch
At a “Future Museum” event in Shanghai, adidas used Climacool’s 25-year history as a springboard for new footwear, apparel and 2026 World Cup products.
Sports companies are discovering the pet market as a growth area
From a niche market to a multi-billion-dollar industry: How sports companies are already making good money in the $270 billion pet market.
Strava and Mars team up on pet fitness
The world’s largest fitness social network partners with Mars on a pet activity challenge program – and uses the data to push for pet-friendly cities.
Nike’s World Cup kits have a seam problem
A shoulder seam defect on kits worn by England, France and Uruguay has put Nike on the back foot weeks before the tournament.
Ciele Athletics introduces the Icon running line
Heat-ready gear built for training and race day.
adidas 3D-prints a bespoke football boot
The brand’s new 3D-printed football boot is the second application of its additive manufacturing platform, Project R.A.P.
Judge vindicates Lululemon in Nike Flyknit lawsuit
A federal judge has invalidated Nike’s Flyknit patent claims, overturning a March jury verdict and $355,450 fine against Lululemon.
Versace and Onitsuka Tiger debut footwear collab
The TAI-CHI Sakura drops this Thursday – and shows how far Japan’s heritage sneaker brand has traveled from the track.
Nike opens Air Max design to global creatives
Eight designers from four continents will co-create 3D-printed Air Max styles at Nike’s Oregon campus ahead of Air Max Day 2027.
Myprotein and Champion unveil training range
THG Nutrition targets £100m in apparel sales through strategic heritage brand collaborations.
On replaces Cyclon program with resale-recycling scheme
Swiss brand replaces its Cyclon subscription with a trade-in, resale and recycling program, launching in Switzerland, the UK and the US.
Decathlon launches expert-backed 0–6 kids range
French sporting goods giant rolls out 20+ products for toddlers and infants, co-developed with pediatric and sports science experts.
Adidas launches first shoe for adaptive athletes
Developed over several years with GAMUT Management and adaptive athletes, including two Paralympians, the shoe launched globally on March 21.
H&M MOVE takes running collection global from Barcelona
H&M’s sport label staged a global event in Barcelona to unveil its spring running range, pairing a media presentation with a 5K community race.
Nike and Beats launch co-branded earbuds
In a first for Beats, the Apple brand shares its logo with Nike on the Powerbeats Pro 2, launching globally March 20 via Nike and Apple.
Reebok and GLDN PNT partner on padel apparel
The heritage sports brand joins the padel market through a performance collection with community-born activewear label GLDN PNT.
PSG launches second Limited creative drop
From PVC bags to hand-embroidered brooches, Paris Saint-Germain extends its fashion-meets-football creative lab with four new partners.
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.
Advanced materials brand enters women’s activewear
The Hong Kong brand’s debut women’s range uses graphene-infused fabric designed to move from morning workouts to the office and back.
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.
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