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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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Primark launches Form activewear sub-brand
A satirical omnichannel campaign backs Primark’s first standalone activewear line, aimed at shoppers priced out of premium sportswear.
FP Movement and On launch second sneaker collab
A second footwear drop with On is less about design than what repeat collaborations reveal about FP Movement’s strategy.
Moncler and Fragment launch new Fujiwara capsule
A gondola, a sukajan and a Japan-first release calendar say more than the mood board lets on.
adidas brings CLIMACOOL cooling to US Open tennis
Running, football, now tennis: CLIMACOOL keeps showing up, part of a platform adidas has been building all year.
Closing the distance: inside LTP’s clubhouse in Saigon
LTP Group has opened a dedicated development space in Ho Chi Minh City that compresses performance apparel sampling from months to fourteen days.
ASICS lights up US Open night sessions again
Purple tones, cationic yarn and two new shoes: ASICS’ night-session collection gets a sequel.
Federer’s Hall of Fame week is also an On brand moment
A tribute night, an On limited edition sneaker and a Basel film show why Federer remains tennis’ clearest role model.
Altra splits its carbon plate to make shoe faster
The cut sits under the big toe. The Vanish Carbon 3 is Altra’s fix for a stiffness problem that every other super-shoe brand seems to have ignored.
On, FKA twigs and the art of recovery
Recovery, folded into training, is On’s new engine beyond running.
Aerospace-grade carbon fiber debuts in Xtep racing shoe
The fiber once reserved for deep-space and medical uses now sits under a runner’s forefoot in Xtep’s new racers
ASICS chases New York energy with new tennis shoe
The GEL-Challenger 15 extends the Stability logic from ASICS’ Playing Styles system to a lower price point, and to a second use this year.
Craft’s new shoes now span road and gravel racing
A recovery-focused trainer and a plated gravel racer show Craft chasing runners at both ends of the market.
Reebok’s leap into 3D-printed shoes
Nike and adidas got to 3D printing years earlier. Now comes Reebok’s answer, with a 3D re-edition of a heritage model.
Nike’s cheapest new Air Force 1 is not a shoe
A $99.99 LEGO set arrives the same season as a Gore-Tex Mid and a $140 pony hair drop.
ASICS trail shoes back its raised guidance
Two new trail shoes reinforce the running growth behind ASICS’ raised full-year forecast.
LaLiga rolls out Connected Ball to all matches
Every LaLiga ball now talks to VAR, and to the league’s new revenue plans
Nike enters hybrid racing, leads with China
Nike is entering the hybrid sports footwear category with two purpose-built models, debuting first in China.
Nike bets sportswear recovery on a hoodie
Nike is wagering that a simplified fleece collection can help revive a sportswear business under pressure.
Mismatched sneakers are back and ready-mismatched
In 2017, wearing mismatched sneakers meant buying two pairs. In 2026, Jordan Brand built the mismatch directly into a drop — one shoe, two colorways.
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.
Nike and Hyperice launch heated, vibrating slide
New $249 Air Zoom Hyperslide combines Nike cushioning with Hyperice heat and vibration recovery tech
adidas builds women’s training line on Originals
adidas merges Originals style with training performance in its first Originals Sport collection, out now.
Superfeet launches cleat and sport insoles
Superfeet is staking its differentiation on carbon-plated, sport-specific insoles for soccer, football, tennis, golf and gym training.
Garmin’s CIRQA Smart Band challenges Whoop’s model
CIRQA matches Whoop’s screenless design but skips the membership fee
Mizuno enters esports with athlete-led gaming gear
Mizuno is applying decades of sports-conditioning expertise to a category built around sitting athletes.
FP Movement, ASICS launch debut footwear collaboration
ASICS’ first joint run-tennis release uses a lifestyle brand to extend beyond performance retail.
Canterbury’s youngest boot yet targets rugby’s biggest segment
Canterbury’s new range leads with elite speed tech, but its most commercially telling launch is aimed at ten-year-olds
Nike Radical AirFlow apparel expands globally
A trail-born ventilation platform reaches shelves worldwide and debuts on elite track athletes at the Prefontaine Classic.
Vuori taps an NFL tight end to sell gym gear
Vuori has launched the Breathe Collection, a training line fronted by NFL tight end Colston Loveland.
Satisfy’s new gear cools you the harder you sweat
Satisfy’s HeatCrush fabric claims to cool runners more as effort rises, launched with a 15-minute Atacama film.
Gravel running becomes brands’ new growth strategy
Salomon describes gravel as a gateway to new consumers, and Nike, Craft and HOKA are following it into the category.
While rivals go pink, New Balance goes neon
From neon boots to heat-reactive Stone Island cleats, New Balance turns color into its main World Cup storyline.
On uses clarity to simplify retail and customer choice
On is counting on a simpler product story to ease retailers’ jobs and customer choice more than more launches would
A tennis shoe wears the table tennis name
Little Tokyo Table Tennis puts its own stamp on a 2013 ASICS tennis shoe, rebuilding it for their community.
Hyperboost goes from track to street, cushion first
The Euphoria carries Hyperboost cushioning off the track and onto the sidewalk, priced below the running version.
Asics’ Blazeblast targets trail running entry market
Trail running was once for specialists. Asics built the Blazeblast for road runners who want the same bounce on the trails.
H&M MOVE sells the scent of tennis season
Court Line pairs activewear with fragrance in a launch that treats tennis season as a full sensory lifestyle concept.
On’s robot-built shoe goes faster, lighter
The Cloudboom Strike 2 cuts midsole weight by 15% and adds new geometry. Six athletes have already run personal bests.
Quiksilver rides the reggae wave with Bob Marley collection
Surf brand Quiksilver launches a limited collection honoring Bob Marley’s Jamaican roots and musical legacy.
The shirt sewn overnight that became history
Le Coq Sportif and the Maradona estate launch a capsule on the 40th anniversary of the most famous shirt in football.
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