Corporate

Market Development

Strategic intelligence for sporting goods executives weighing new categories, adjacent markets and diversification moves. We map the landscape, assess the competitive dynamics and identify where the real opportunities are – before the field consolidates.

Editor’s note

Market Development tracks the strategic decisions that reshape industries before the financial results confirm them. Each piece in this series examines where growth is forming and why – new segments emerging at the intersection of industries, business models being tested at the edges of the traditional sporting goods market, geographic markets opening faster than established players can move, and resilience strategies adopted by companies navigating an environment of multiple, overlapping crises.

The coverage is neither news nor financial analysis. It is a compass to the future: a considered reading of what is happening, who is moving and what it means for the industry’s competitive landscape over the next three to five years. 

Enjoy.
Valentina Giannella, Editor-in-Chief
valentina@edmpublications.com
April 15, 2026

IN THE SPOTLIGHT

Pet Market Adidas 3

Sports companies are discovering the pet market as a growth area

2026-04-15T10:00:00+01:00By

From a niche market to a multi-billion-dollar industry: How sports companies are already making good money in the $270 billion pet market.

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