Events
Industry events, trade shows, and sporting moments that drive business strategy,
partnerships, and market opportunity in the global sporting goods sector.
SPOTLIGHT
Q3 2026 Event Radar: trade shows and conferences
Outdoor Retailer reimagined, three sustainability events, boats and boards: The Q3 2026 calendar points in one direction.
WFSGI turns the World Cup into a youth participation drive
Ten brands, two panels, five principles, and one question rarely posed: what do sporting events actually leave behind for young people?
ISPO launches Leaders Summit with €3 million investment programme
The ISPO Leaders Summit will open ISPO 2026 on 3 November in Amsterdam, convening a senior audience of C-suite executives, policymakers and industry leaders from across the global sport, outdoor and winter market.
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At IFA 2026, sporting goods and health tech blur
A first-person tour of IFA Berlin finds Chinese hardware makers rewriting the boundaries between sporting goods, tech and health.
Intl Padel Cluster to exhibit at Padelness e Sport 2026
IPC secures its own stand at Padelness e Sport 2026 as it eyes Italy’s booming market
European Outdoor Week locks in Riva through 2029
A one-year experiment just became a three-year commitment, and pre-registration for 2027 is already open.
The industry’s new benchmark for excellence: ISPO Awards 2026
With renewed ambition, the ISPO Awards step onto the world stage in 2026. Entries are now open.
Q3 2026 Event Radar: trade shows and conferences
Outdoor Retailer reimagined, three sustainability events, boats and boards: The Q3 2026 calendar points in one direction.
Shoptalk Europe 2026 wrap-up: AI and agentic commerce
The Barcelona event drew 4,500 leaders. Key takeaways on AI adoption, consumer trust and discovery-led commerce.
140 countries, one wellness show
The 20th-edition fitness and wellness trade show drew visitors from 140 countries, with international attendance up 25%.
Sportsdays FS 2027: 200 brands, one market, two days
With independents still structurally dominant and most brands entering via distributors, sportsdays functions as coordination infrastructure, not just a trade show
Sporting events
How major sporting competitions translate into commercial opportunity—tracking sponsorship strategies, brand activations, and the business implications of cultural moments.
FIFA WORLD CUP 2026
US: sporting goods emerge as World Cup retail winner
Two months later, adidas, Fanatics and Foot Locker led a US sporting goods surge that outpaced every retail category.
Intersport’s WC summer campaign lifts jersey sales 73%
The retail cooperative’s Clubhouses in Berlin, Paris and Istanbul drew more than 1 million visitors during its FIFA World Cup summer campaign.
Puma posts smaller loss as turnaround strategy takes shape
Inventory is down 15.3 percent and free cash flow more than tripled, but PUMA does not expect a full recovery before 2027.
adidas CEO apologizes for World Cup pink boot pileup
Bjorn Gulden calls the fluorescent pink boot takeover an accident nobody wanted.
World Cup jersey boom is real, but will it last?
adidas confirmed record sales. Route and Syndigo say fulfillment, returns and product data decide if it holds
Nike ripped up the script. It didn’t go as planned.
Nike Football boss Camilo Andrade defends the brand’s execution even as its script for the final didn’t hold.
2030 Winter Olympics names interim chief after exodus
Vincent Roberti, already the committee’s Director General, now doubles as interim president after a run of senior exits.
UK: Supertri buys Brighton triathlon
Renamed Supertri Brighton from 2027, the event becomes Supertri’s second UK race after Blenheim Palace.
UTMB 2026: the access model and the backlash against it
Formula 1 sells the feeling of access. Paddock passes cost five figures. UTMB gives it free. In the street.
LIV enters bankruptcy, plans to restructure
LIV Golf has filed for Chapter 11 bankruptcy protection in the US, entering a restructuring agreement with BC Partners Credit as Saudi Arabia’s PIF provides bridge financing and prepares to exit its multi-billion-dollar investment in the breakaway golf league.
K-Swiss secures ATP sponsorship
K-Swiss has signed a multi-year agreement to become the Official Footwear of the ATP, covering on-court officials, physical therapists and unsponsored players, while also developing a co-branded five-shoe collection for global retail.
Kalshi becomes US Open’s official prediction market
Rival prediction market platforms Kalshi and Polymarket have carved up professional tennis between them, with Kalshi securing exclusive rights at the US Open from 2026 and Polymarket already embedded in the ATP Tour. Questions remain over integrity, player safety and the sport’s commercial direction.
Triathlon body PTO signs Saudi public fund Sela
The deal starts with the Saudi Arabia T100 Triathlon and could extend to a revamped global tour World Triathlon plans for 2027.
Mondo deepens World Athletics tie for new event format
The Italian equipment group will brand landing systems, implement carts and supports for the new Ultimate Championship.
Four days to kill a $20bn plan, and sap FIFA’s leader
A failed bid to sell equity in FIFA’s commercial rights has triggered a leadership crisis at the organization.
ATHX picks New York to throw down its HYROX gauntlet
Backed by adidas, ATHX brings its hybrid fitness challenge to New York, a market where HYROX and PUMA still dominate.
Watch now: Can Anta help Puma win in China again?
Watch the exclusive webinar with China’s latest e-commerce data.
Watch now: Engaging consumers through physical activity narratives
Nike and ASICS share exclusive insights into engaging consumers through physical activity marketing and communication campaigns.
Watch now: The New Luxury in China’s $40B Sports Market
Watch SGI Europe & Hot Pot to analyze FY2025 e-commerce data and the shift toward high-performance gear in China’s $40B sports market.
Intelligence, analysis and advice for the global sporting goods industry.
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