All Strategies articles
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ArticleAsics and Decathlon expand running business in India
Decathlon wants to keep beginners as they upgrade; Asics sells expertise to committed runners
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OpinionHow far can Li-Ning’s sporting credibility stretch?
Gold Label, Li-Ning 1990 and Curry Brand test whether shared product strengths can support very different businesses.
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OpinionHow the brand that knew its customer best lost touch
Lululemon built the best sensing instrument in sportswear. Then it closed the studios to chase sales per square foot.
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Case StudyMisto Holdings after the FILA rename: case study
The rename signaled multi-brand ambitions. The business remains heavily dependent on a single profit engine.
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ArticleLi-Ning makes three moves in two weeks
Li-Ning’s global profile is rising, yet 1.2 percent of first-half revenue came from outside its home market. Where next?
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ArticleFanatics preparing a push for its gambling division
Fanatics CEO Michael Rubin has outlined an aggressive plan to nearly triple marketing expenditure for its gambling division to $1 billion by 2027, as the sports commerce giant seeks to close the gap on market leaders DraftKings and FanDuel.
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OpinionCollecting data and knowing are not the same thing
Sebastien Willefert’s three-part Playbook column on Nike, Lululemon and On Holding: more data than ever, less knowledge of their customers.
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ArticleNewton Golf makes a move into minerals
Newton Golf has secured an exclusive option on a Nevada mining project covering the critical minerals beryllium and tungsten. The pivot appears to be without precedent in the sporting goods industry.
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OpinionOn’s plan is ordinary. Its execution must not be.
Revenue growth slowing to high-teens, wholesale expanding, football and golf as loudspeakers, no loyalty program. On’s easy years are over.
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ArticleInvestor day: On’s 2029 plan is more than football
Run, sneaker and apparel are set to supply most of On’s growth through 2029, alongside a new $1 billion buyback.
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ArticleHow Brooks entered football without entering the category
A running specialist is back in team sport. Not as a competitor, but as a brand partner.
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OpinionNike may be borrowing the LVMH playbook
Two infrastructure deals and an LVMH board appointment. Nike may be trading athlete endorsement for luxury brand restraint.
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News briefsOn enters football with Mbappé
On names Thierry Henry Director of Football and expands Sydney Schertenleib’s role as it enters team sports for the first time.
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OpinionUTMB 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.
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C-Suite Interview“Simplify to amplify”: Under Armour’s race to win runners
SGIE in conversation with UA on cutting the range and finding the runner.
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ArticleFour 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.
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ArticleFoot Locker to open new kind of neighborhood store in LA
Foot Locker opens a community-oriented store in LA’s Crenshaw on Aug. 22, co-developed with Nike, Jordan Brand and Converse, highlighting shifts at both Nike and Foot Locker under Dick’s Sporting Goods.
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OpinionCan Britain’s lifestyle darlings crack Europe?
Passenger, Finisterre and Bleubird are big at home. The continent never built a shelf for what they sell.
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ArticlePrediction markets carve into the sports rights pie
Prediction markets are entering sports rights. Same package. New buyer.
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Articleadidas CEO apologizes for World Cup pink boot pileup
Bjorn Gulden calls the fluorescent pink boot takeover an accident nobody wanted.
