Real Madrid renews adidas and Emirates deals
The adidas kit deal runs to 2034 and the Emirates shirt sponsorship to 2031, with both covering women’s and basketball teams.
One analyst, two verdicts: adidas up, Nike down
RBC’s Dadhania published both calls on the same day, using a consistent valuation framework, and on the eve of the World Cup.
The bonfire we’re no longer watching together
The 2026 World Cup reaches six billion people, but fragmented across time zones, devices and platforms. That’s the challenge for every sponsor.
Nike, adidas, PUMA: the World Cup brand battle decoded
One brand built a system. One owns the tournament. One is playing the long game in Africa. Reading (and watching) the 2026 World Cup brand battle.
Swipe left, buy Local: the Douyin athleisure takeover
Grandparents with 34 million Douyin followers, a $910 billion silver economy, and a guochao generation rewriting who buys local activewear, and why.
The paddock is the new pitch: adidas moves in, Nike watches
The confirmed three-year deal, effective 2027, gives adidas three top-tier F1 teams and sharpens the question of Nike’s continued paddock absence.
Snipes unites Nike, adidas and Puma in World Cup film
Built around players whose identities cross borders, the campaign says more about Snipes’ customer than about football.
Wayne Rooney, a skull, and St. George’s flag
England’s former all-time scorer swaps the pitch for the stage in a World Cup campaign film that reaches back to the Bard.
DEICHMANN plays the World Cup card
Europe’s largest footwear retailer uses the World Cup window to signal a shift toward sports-lifestyle – with creator-driven traffic as the conversion mechanism.
Meet the challenger: Maia Active
Anta-backed and rebuilt under new leadership, the Chinese yoga wear brand has restructured its retail model and product line to displace Lululemon.
Nike’s 2026 World Cup campaign: it starts with Polaroid
Nike deploys a 12-week rolling activation model, launched May 21 with a Polaroid series featuring athletes, artists and cultural figures.
North Face powers VF Corp’s first growth in three years
The apparel group posted its first annual revenue increase since FY2023, led by The North Face – while Napapijri resets and Altra surges.
PUMA’s €646 million loss and the Anta gamble
A suspended dividend and a new controlling shareholder frame a turnaround that goes well beyond cutting costs.
Adidas unveils Mexico’s World Cup third kit
The new jersey marks Mexico’s historic third turn as World Cup host — paired with a craft collaboration with social enterprise Someone Somewhere.
Under Armour goes after China with flag football
Jefferson’s tour is the visible layer. The real play is owning a nascent Olympic sport before rivals can – on a fraction of their marketing budgets.
Under Armour plunges 19% as outlook disappoints
Q4 revenue of $1.2 billion beat consensus but fiscal 2027 guidance disappointed analysts.
Adidas takes football back to ’90s New York
Adidas’ World Cup film supports a tournament the brand projects at around €250 million in product revenue.
Football fashion heats up ahead of World Cup 2026
From adidas x Miaou to Nike’s 7-label Cryo Shot programme, the 2026 World Cup is driving a major off-pitch fashion moment.
Columbia holds flat as tariffs bite margins
Europe surged 35% but tariff costs and a weaker US orderbook pushed Columbia’s Q1 net income 19% lower year on year.
Puma gets off to a strong start in 2026: The reset continues
Puma starts the year stronger than expected, but maintains a cautious outlook amid ongoing restructuring.
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