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Latest news
All the latest from SGIE—breaking news and strategic intelligence across the sporting goods industry, updated daily.
Latest Headlines
StockX launches possessionless trading
New Store at StockX removes the logistics loop that drives up costs for resellers, letting buyers own, store and relist products without handling them.
Japan and France confirmed as FIBA World Cup hosts 2030, 2031
Tokyo stages the 2030 Women’s World Cup on the JBA’s centenary; Paris crowns France’s debut as Men’s World Cup host in 2031.
Technogym and Google Cloud enter multi-year AI deal
Technogym embeds Google’s Gemini models into its AI Coach and AI Assistant in a multi-year Google Cloud deal targeting personalization and operator efficiency.
DF Sport Specialist founder Longoni dies at 83
The Italian entrepreneur who built Longoni Sport and DF Sport Specialist died April 29. His story spans mountain retail, alpinism and community.
On-demand merchandise giant FYUL adopts TrusTrace
The on-demand manufacturer behind CrossFit, Netflix and MTV merchandise is building EU compliance infrastructure as DPP deadlines approach.
Spotify enters fitness with Peloton deal
Spotify adds over 1,400 Peloton workout classes to its platform, with fitness now a core content category alongside music and podcasts.
Canada's biggest sports portfolio to open to investors
Canadian telecom giant Rogers is opening its sports assets — including the Raptors, Maple Leafs and Blue Jays — to outside investors to reduce debt.
Why big brands keep missing modest athleisure
Muslim apparel spending reached $327 billion in 2023. So why are so many women still stitching together their own coverage hacks at the gym?
Gamma Waves – Agnelli returns to sport, but to football?
Ex-Juventus chairman Andrea Agnelli and captain Giorgio Chiellini launch a €100m sports IP and tech fund — with football pointedly absent.
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.
Gildan Q1 revenue hits record on Hanes deal
Gildan delivered $1.17bn in Q1 sales — beating guidance — in its first full reporting period with HanesBrands consolidated.
Decathlon joins French football as Major Partner
Decathlon’s in-house football brand Kipsta has been elevated from supplier to Major Partner of French professional football, securing ball rights through 2032.
Nike takes control of sneaker release narrative
With product leaks enabling better counterfeits ahead of launch, Nike has launched a designer-led editorial channel on its SNKRS app.
PUMA names Mark Langer as new CFO
Former Hugo Boss CEO and Douglas CFO joins PUMA’s board with a mandate to restore profitable growth and investor confidence.
Sprinter sues Puma and Mercedes F1 over carbon shoes
Two-time world sprint champion Abby Steiner is suing Puma and the Mercedes F1 team, claiming their carbon-plate shoes ended her career.
Garmin fitness segment up 42% in record Q1
Wearables demand more than doubled operating income in Garmin’s fitness segment, while outdoor fell 5% against a strong Q1 2025 comparison.
Adidas pumps €100m into Bundesliga
The German sportswear giant commits €100m to the DFL as its national team kit deal nears its end – with a fan backlash already anticipated.
Premier League losses surge
Broadcast money keeps rising, but wages, transfers and creative accounting are widening the gap between income and profit.
CHAMP: athlete co-investment from L Catterton
Over 250 elite athletes, including NBA star Kevin Durant, take co-ownership stakes in consumer brands under a new L Catterton–Patricof vehicle.
Adidas extends World Cup kits to pet market
Fans in North America, Latin America and selected Asian markets can dress their pets in federation colors from May 1.
PFAS probe exposes activewear’s green gap
Via The Conversation: a Texas attorney general probe into Lululemon’s PFAS use exposes why voluntary sustainability standards have failed the activewear sector – and why regulatory enforcement is now the only credible fix.
Macron: record revenue in 2025
The Italian teamwear specialist achieved record annual revenue in 2025, with EBITDA growing to €51.6 million and a margin of 21.1 percent.
Strong start for Adidas meets cautious full-year outlook
Adidas starts the year stronger than expected, yet remains strikingly cautious.
London Team Time Trial for Tour de France Femmes in 2027
Tour de France Femmes avec Zwift will hold its first-ever team time trial in central London on Aug. 1, 2027, as both Grand Tours begin in the UK.
New Balance targets $10bn revenue in Middle East push
The MEAI region grew 35 percent in 2025, outpacing all other markets, as the brand opens its first Grey Store concept in Doha.
Lululemon adds Unilever veteran to board
Former Unilever Chief Growth & Marketing Officer joins lululemon’s board as the brand extends a five-year governance overhaul.
On Holding’s impact report: where it falls short
The Swiss brand missed its living wage target, replaced Cyclon subscription with a broader resale-donation-recycling model and saw absolute emissions rise.
Geopolitics opens India’s door to Anta
The Fujian-based group plans 10 stores by March 2027, positioning Anta in India’s premium sportswear segment as bilateral tensions ease.
ASICS builds elite lab where it all began
ASICS is building a dedicated facility in Kobe for elite athlete footwear and rapid prototyping, due to open in December 2027.
Columbia’s summer proof: rain, fire, sauna in the desert
Two new films from adam&eve\TBWA extend Columbia’s “Engineered for Whatever” platform into summer — with a flamethrower, naturally.
Activewear brand LSKD in recycled nylon deal
Australian activewear brand LSKD will transition product lines to enzymatically recycled nylon from 2028 under a decade-long supply deal.
Golf tour goes orbital with Amazon satellite deal
The DP World Tour will run on Amazon’s LEO satellite network at 42 tournaments — a claimed first for professional sport.
How K-pop is selling F1 merch, and why it matters
K-pop fandoms and Gen Z identity are turning F1 team merchandise into a premium category. The sporting goods industry is taking notes.
NIL and athlete wealth management: the new Atlantic divide
JPMorgan, Goldman Sachs and Morgan Stanley are competing for athlete assets. Europe has no equivalent infrastructure.
Triathletes’ new chair: former Meta Head of Sport
Former Eurosport CEO and Meta Head of Sport replaces Chris Kermode at the helm of the athlete-owned triathlon body.
Myprotein activewear enters Footasylum stores in the UK
Sports nutrition brand Myprotein enters multi-brand physical retail with MP Activewear, targeting 16-to-24-year-olds in seven Footasylum stores.
Salomon enters repair services with United Repair Centre
The trail brand is making factory-quality repair available to European consumers, starting in France.
adidas athletes make history at London Marathon
Sawe and Kejelcha go sub-2 for the first time in race history; Assefa takes the women-only world record – all in the new Adizero Adios Pro Evo 3.
How ABG is rebuilding Reebok, one sport at a time
Hockey, basketball and Greater China – three moves in three weeks show that Reebok’s reclamation under ABG is no longer a story about potential.
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