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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
Lululemon faces rising pressure as core market stalls
The US-based athleisure group grew revenue 5% to $11.1bn in 2025, but profits fell. Margins declined as US weakness persisted.
Sports moments reward brands across all screens
Nine-country study of 9,000 sports fans shows where attention concentrates and how consistent cross-screen presence drives purchase.
Nielsen: 46bn minutes of women’s sports in 2025
Nielsen data shows record audiences across the WNBA, tennis, soccer and college sport as US women’s sports consumption reaches a new high.
Björn Borg seals three-year Åhléns, Inno deal
Swedish sports fashion brand targets new lifestyle categories in Sweden and Belgium, with total retail value estimated up to SEK 300m over three years.
NHL commits to multi-year Germany expansion
North American ice hockey’s top league commits to staging regular-season games in Germany for at least three consecutive years, starting Dec. 2026.
UK study maps girls’ fading sports fandom
Four in ten young UK people cannot name a sportswoman, as new research maps how girls lose fan identity through secondary school.
Europe’s sponsorship market tops €34bn in 2025
Nielsen Sports data shows all sectors grew in 2025, with sport investment up 5.9% and Spain outpacing Europe’s largest markets.
Stone Island opens Naples flagship with city film
The Italian brand pairs its first Naples store with a short film tracing 40 years of community ties to the city’s Resina vintage market.
Lululemon adds ex-Levi Strauss chief to board
The former Levi Strauss chief brings 13 years of brand turnaround experience to a board under pressure from founder Chip Wilson’s proxy campaign.
Lululemon shares edge lower on soft 2026 guidance
Despite a Q4 beat, investors focused on below-consensus 2026 guidance and a continuing leadership vacuum at the top of the company.
Lululemon beats Q4 but 2026 outlook disappoints
Q4 revenues and earnings topped consensus, but softening North American demand and tariff costs cast a shadow over the full-year 2026 outlook.
Nike and Beats launch co-branded earbuds
In a first for Beats, the Apple brand shares its logo with Nike on the Powerbeats Pro 2, launching globally March 20 via Nike and Apple.
Reebok and GLDN PNT partner on padel apparel
The heritage sports brand joins the padel market through a performance collection with community-born activewear label GLDN PNT.
Nike tops US YouGov’s 2026 fashion brand rankings
Nike leads US purchase consideration for apparel and footwear, but its value scores trail quality — a gap rivals are moving to close.
Australian tennis player Kyrgios joins The Picklr
The tennis star is betting on pickleball’s boom with a new investment and ambassador role.
Footasylum raises credit facility to £60m
UK streetwear retailer targets Leeds, Glasgow and Merthyr Tydfil with new stores, while upgrading two flagship Manchester locations.
Adidas UEFA Champions League deal under threat
UEFA’s commercial arm has launched a formal tender for the Champions League match ball from 2027–28, with Puma and Nike among the potential challengers to Adidas.
New Balance locks in long-term Patriots deal
The Boston brand secures exclusive footwear and apparel rights, plus naming rights on a new 160,000 square foot training center in Foxborough.
Peloton brings connected fitness to the gym
The US connected fitness brand launches its first gym-grade bike and treadmill, pairing Peloton content with Precor industrial hardware.
KMD Brands calls in Goldman amid debt pressure
The New Zealand outdoor apparel group confirms engaging Goldman Sachs but says no decision on any recapitalisation has yet been made.
Adidas, Puma slide in Kantar BrandZ Germany 2026
Germany’s two sporting goods giants are losing brand value — while a discount supermarket gains ground, one carbon shoe at a time.
Changes in Spain enabling Sprinter to expand
The JD Sports-owned chain is accelerating into the space abandoned by Intersport, with 70 stores planned by 2028.
New Balance expands resale program to include apparel
The Boston brand brings apparel into its two-year-old resale program after recirculating more than 100,000 pairs of shoes.
S&P upgrades Wolverine World Wide to B+
Two years of debt reduction and stronger brand performance earn Wolverine World Wide a credit upgrade from S&P Global Ratings.
Sport 2000 posts 8.2% growth, beating the market
The international retail service organization grew at more than double the market rate, driven by outdoor and running specialization.
Decathlon uses MediaMarkt to speed up Germany push
French sporting goods chain adds MediaMarktSaturn to its concession roster as it targets 150 German stores by end of 2027.
Women still wait for a seat at the top: the 2026 data
Women hold 30 percent of board seats and 24 percent of executive roles in sporting goods. The numbers are improving — but barely.
Wilson puts lululemon CEO candidates on notice
In an open letter to potential chief executive candidates, Chip Wilson argues that new leadership alone cannot fix lululemon’s governance problems.
Federer: from champion to billionaire investor
The Swiss tennis legend’s On stake and Uniqlo deal drive a $1.1bn fortune, placing him among a handful of athletes on Forbes’ 2026 billionaires list.
Quicks Archery enters administration
The 76-year-old UK specialist, which sponsored Team GB archers at Paris 2024, has appointed an administrator as orders face delays.
CVC sports platform raises €3.7bn
KKR’s insurer Global Atlantic and Pimco anchor a €3.7bn financing round for CVC Capital’s multi-sport investment platform.
Challenge Family brings triathlon to Shanghai
The endurance events operator adds a Shanghai coastal race to its global calendar, targeting China’s growing appetite for premium participatory sport.
Sportl launches app with £250k pre-seed backing
London startup targets gym studios and flexibility-seeking users with a no-subscription booking model, backed by £250,000 in pre-seed funding.
PSG launches second Limited creative drop
From PVC bags to hand-embroidered brooches, Paris Saint-Germain extends its fashion-meets-football creative lab with four new partners.
Barclays upgrades Nike to Overweight
Barclays analyst sees peak investor pessimism on Nike, raising the price target to $73 as North America stabilizes and wholesale grows.
ASICS offers funded trail adventure to two runners
Two runners in France, Spain, UK and Germany can win a fully funded trail trip. Applications close March 19.
Puma and Ferrari launch China GP limited collection
A capsule timed to the 2026 Chinese GP channels Fire Horse imagery into Ferrari teamwear, distributing exclusively through Tmall and WeChat.
Gymshark hits record revenue in FY25
The UK activewear brand extends its growth streak to 13 years, though pre-tax profit fell to £7m as the brand prioritizes aggressive reinvestment.
DICK’S closes year with $17bn and a Foot Locker bet
Record sales for the DICK’S business and a $52m operating loss at Foot Locker: the numbers behind a transformational year
Yue Yuen 2025: Manufacturing stable, retail weighing on earnings
The world’s largest contract footwear manufacturer posted a 1.8 percent sales decline to $8.03 billion in fiscal 2025. Weak China retail weighed on results.
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