E-commerce

IN THE SPOTLIGHT

Do you exist if AI doesn’t mention you?

2026-04-10T14:13:00+01:00By Susa Schreiner

AI tools are reshaping the customer journey in sporting goods. If your brand isn’t in the answer, it isn’t in the running.

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SGI Analysis: The 20 biggest sports retailers in Europe

2025-10-30T10:35:00+00:00By Uschi Horner

SGI Analysis: The Top 50 Global Sports Retailers

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AI IN RETAIL

DICK’S Sporting Goods makes AI the spine of its apps
2026-05-26T08:58:00+01:00
The rollout of Coach by DICK’S brings together ScoreCard data, GameChanger users and a full Adobe AI stack.
Intersport CFO on AI strategy and physical retail
2026-05-18T05:32:00+01:00
Intersport’s CFO frames the AI era as a structural opportunity for cooperative retail, not a threat to be managed.
adidas and Lululemon on stores and loyalty
2026-05-11T10:26:00+01:00
Executives from both brands spoke at the World Retail Congress in Berlin on April 27, arguing that physical stores and community ties drive consumer retention.
The retail edge data can't buy; a CEO's view
2026-05-07T13:50:00+01:00
Benelux retailer PassaSports makes the case that understanding behavior – not collecting more data – is the real competitive edge in sports retail.
DICK’S and Adobe team up on AI customer experience
2026-04-23T13:30:00+01:00
The US sports retailer deploys AI agents, real-time data and generative content tools to individualize the customer journey. Powered by Adobe.
Frasers launches Ask Frasers AI shopping assistant
2026-04-10T13:49:00+01:00
The UK department store chain has deployed a conversational AI tool built on Algolia technology, reporting early conversion gains.
Castore chooses Ocula AI for product content
2026-04-07T12:41:00+01:00
Castore has chosen AI platform Ocula Technologies to optimize product copy and metadata across its global ecommerce catalog.
Retailers reclaim checkout from ChatGPT
2026-03-27T16:00:00+00:00
Walmart conversion inside ChatGPT ran 3x lower than click-through. OpenAI pivots to discovery-first; retailers keep checkout control.
Decathlon doubles down on warehouse robots
2026-03-26T11:44:00+00:00
French robotics firm Exotec has deployed its Skyfleet program across seven Decathlon warehouse sites in five European countries, with some facilities doubling daily order output.
Puma deploys AI concierge at Las Vegas store
2026-03-24T16:53:00+00:00
The German sportswear brand is piloting a multilingual Nvidia-powered assistant at its US flagship, with plans to scale across its DTC network.
New AI index tracks sporting goods brand visibility
2026-02-17T14:02:00+00:00
Parcel Perform’s AI Visibility Index tracks how AI shopping assistants rank and recommend sportswear and sporting goods brands when consumers ask what, how and where to buy.
Visa Study: AI reshapes winter sports participation
2026-01-30T06:57:00+00:00
AI is reshaping how Americans engage with winter sports, with 44% planning snowboarding bookings inspired by the Olympics, Visa study shows.