Fans and sports: what can be improved? New research
New research identifies a “joy gap” in sports: fans want 90-minute experiences with light spectacle and micro-agency, not scripted drama or endless games.
Ironman reports record registrations in 2025
The organization has reported over 250,000 race registrations across Ironman and Ironman 70.3 events in the season.
France sports economy reaches €78bn
Banking group BPCE report reveals French sports economy represents 2.7% of GDP, with 147,000 companies and strong post-Olympics momentum.
UK retailers see best Boxing Day in decade
Boxing Day footfall in the UK jumped 4.4% year-on-year, marking the strongest increase in over a decade despite a sluggish morning start.
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.
US athleisure market to hit $318bn by 2035
The US athleisure market is projected to reach over $318bn by 2035, driven by sustainability, digital channels and lifestyle shifts.
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.
Pantone picks white as 2026 color
Pantone’s 2026 color of the year is Cloud Dancer, a soft white hue meant to evoke clarity and calm amid cultural noise.
StockX reveals 2025 sportswear resale boom
Detroit-based resale platform StockX reports 45 percent year-on-year growth for running-style trainers and triple-digit gains in trading cards and collectibles.
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
Tracking the next stride of Germany’s performance running market 2025
Germany’s runners are consistent, data-driven, and increasingly value-conscious. These are the findings of SGI Europe’s Performance Running Report.
Teen survey finds On outranks Hoka
On Running overtakes Hoka among U.S. teens, Nike’s decline moderates, but teen spending drops 6 percent.
Padel’s next frontier: US market prepares for explosive growth, with lessons from Europe
A new report outlines how America’s padel market could expand tenfold by 2030.
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.
Asics and Salomon are the fastest-growing sneaker brands
StockX’s midyear trend report has Asics and Salomon among the fastest-growing sneaker brands and sees triple-digit sales growth for trading cards.
Endurance athletes need more support for sweat management
Sweat poses significant performance challenges and safety risks for endurance athletes, suggests a study.
A look at US retail and retailers
A survey ranks the ten best retailers and best apparel retailers in the US.
