All Strategies articles – Page 2
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ArticleThe sneaker brand that became an AI company
Allbirds sold its brand IP to American Exchange Group for $39m, renamed itself Smartbird, and hired a former AWS executive as CEO.
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ArticleASICS plants its lab in France
ASICS establishes its European Institute of Sport Science, with HumanFab as its first research partner for tennis biomechanics.
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ArticleMeet the Challenger: Joma
Joma has crossed €200 million while refusing to enter lifestyle - a constraint it calls a competitive asset.
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OpinionWhen brands stop sponsoring sport and start building it
The Satisfy x adidas Circle Pit wasn’t just a product launch. It was an argument that brands, not federations, now set the rules for how sport grows.
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ArticleAsics to spin off Onitsuka Tiger
The brand grew 43 percent last year with a 38 percent margin: now it gets its own company.
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OpinionWhy sports retail is consolidating and fragmenting at once
Nike reversed its DTC strategy. Gresvig and XXL collapsed. Lululemon, Vuori and Arc’teryx built their own channels. The wholesale model is being rewritten from both ends.
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ArticleFrasers wants a Big Four auditor. Will any take the job?
The Sports Direct owner has approached all four major accounting firms about a 2029 mandate, per FT reporting
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OpinionThe 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.
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ArticleUneekor launches in UK and Europe with new sales team
The AI-powered golf simulator brand appoints EMEA Director of Sales, UK & Ireland Director, and EMEA Supply Chain Manager.
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OpinionThe brands skipping the World Cup on purpose
Castore and Macron have no shirt at the 2026 World Cup. That is not a gap in their strategy. It is the strategy.
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ArticleReebok’s China reset, take two
ABG targets 200 stores and $1 billion in annual China sales by 2036 with an operator incorporated in 2025
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News briefsUnder Armour cuts 25% of SKUs
Under Armour has met its two-year SKU reduction target and signalled further cuts, pairing assortment discipline with category management to protect margins under sustained tariff pressure.
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ArticleLululemon settles proxy fight with Chip Wilson
The founder wins board representation. Lululemon wins silence. The deal is narrower than it looks.
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OpinionNostalgia is not a strategy for the European Outdoor Week
The outdoor trade show’s Riva comeback generated real energy, and real questions about whether the industry has truly moved on.
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Case StudyANTA Sports: The making of a global multi-brand machine
From a Fujian shoe factory to a global conglomerate: how ANTA built a portfolio that now rivals Nike and adidas, and how it runs it.
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ArticleSport 2000 brings outdoor and transformation to board
Sport 2000’s new board leadership brings outdoor expertise and transformation skills that directly mirror its 2025 strategy.
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ArticleLululemon rejects Wilson’s board nominees
The $11.1 billion athleisure brand files definitive proxy materials ahead of its June 25 annual meeting, urging shareholders to back its own three candidates.
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ArticlePickleball goes vertical, again
Six businesses, one holding structure, one CEO — and Apollo Sports Capital writing the cheque.
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ArticleMike Ashley admits role in Cowgill’s JD Sports exit
Frasers Group founder confirms associates filmed the 2021 footage that triggered a CMA probe and nearly £5 million in fines against JD Sports and Footasylum.
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ArticleSports M&A gets a generalist backer
William Blair, whose investment banking arm closed 200 deals last year, is acquiring Inner Circle Sports to enter the sports M&A market.
