- Home
- Newsletters & Briefings
- Products
- Corporate & Financial
- Retail
- Marketing
- Consumer
- People & HR
- Events
- Legal
- About Us
- AccountOut
- Search
- More from navigation items
Consumer
Consumer and Culture
Demographics, cultural trends, and values shaping sporting goods consumers—tracking Gen Z behavior, women’s sports growth, sustainability attitudes, inclusivity movements, lifestyle shifts, and the social forces influencing who buys, why they buy, and how preferences evolve.
Latest
Sports moments reward brands across all screens
Nine-country study of 9,000 sports fans shows where attention concentrates and how consistent cross-screen presence drives purchase.
UK study maps girls’ fading sports fandom
Four in ten young UK people cannot name a sportswoman, as new research maps how girls lose fan identity through secondary school.
China moves – and the outdoor market follows
Record tourism and spending during the 2026 Spring Festival reveal a Chinese consumer spending more on movement – and on the gear that goes with it.
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.
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.
Gen Z chooses fitness over social media, Strava study reveals
Gen Z is turning away from social media toward active lifestyles, with running clubs, weight training and fitness spending on the rise in the US.
Women’s shoes still don’t fit
A new study shows most running shoes are still built for men’s anatomy — leaving women runners with discomfort, fit issues, and preventable injuries
Women are massive sports fans, yet feel unseen
A new study reveals that many women sports fans feel misunderstood by brands and leagues.
Future Fatigue: How brands can help consumers out of climate paralysis
Fredrik Ekström unpacks ‘Future Fatigue’ — why consumers care about climate but feel too overwhelmed to act, and what brands can do about it.
From signal to substance: The new rules of consumer trust
German consumers demand proof over promises. Fredrik Ekström shows why brands must move from slogans to substance to earn trust.
Second-hand: From sustainability paradox to business case
Resale is moving from niche to growth engine. Fredrik Ekström explores how second-hand is becoming a business case.
Exclusive data: How Chinese consumers shop for outdoor apparel online
Explore key insights from the 2024–25 China Outdoor Apparel: 2024–25 Ecomm Report, including platform shifts, premiumization trends, and brand strategies from Nike, Anta and Hoka One.
Circular economy: Survey suggests disruption
”The Tipping Point: Building trust in the circular economy” identifies key drivers for a change to circularity.
Exclusive data: How chinese consumers shop for sports footwear online
Explore key insights from the 2024–25 China Sports Footwear Ecomm Report, including platform shifts, premiumisation trends, and brand strategies from Nike, Anta and Hoka One.
Consumer spending 2025 signals cooling growth and rising inequality
Global consumption continues to rise, but the pace is slowing. According to World Data Lab’s latest World Consumer Outlook 2025 (WCO#7), presented on May 15 alongside insights from a panel of chief economists, spending patterns are shifting regionally, demographically, and structurally.
How sporting goods brands can proactively combat counterfeits
Explore the complex landscape of combatting counterfeits with our legal expert Jochen Schäfer. Delve into the evolving strategies, collaborative initiatives, and advanced technologies shaping brand protection in the sporting goods industry.
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 free
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
China
Athlete economy
MARKET ANALYSIS
Analysis and dataIndustry Scorecards
Reports
Case Studies
SERIES and SPECIALS
Winter Olympics 2026Circular 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