Marketing: Brands and Products
How sporting goods brands compete through marketing strategy, creative execution, and product innovation. SGI Europe tracks campaigns, partnerships, product launches, design decisions, and the brand moves that shift market dynamics and consumer demand.
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Campaigns and Creativity | Partnerships | Product Strategy and Launches | Design and Development
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Xtep seeks global reach as its core brand is challenged
Maye Musk gave Xtep instant visibility. The running credibility it’s chasing abroad still takes years to build.
Nike may eye Formula 1 comeback after 20-year absence
Formula 1’s pull with younger audiences gives Nike a rare growth opening amid CEO Elliott Hill’s turnaround effort.
Moncler and Fragment launch new Fujiwara capsule
A gondola, a sukajan and a Japan-first release calendar say more than the mood board lets on.
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Explore Brand and Product Marketing
PSG launches We Ride Paris cycling + fitness initiative
Zwift and Wilier are providing five customized smart bikes to be auctioned for PSG’s community and Xana foundations.
NikeSKIMS’ new drop draws consumer backlash
NikeSKIMS was built to close the women’s performance apparel gap. Consumer reaction to the new drop says otherwise.
The offline campaign running on Instagram and TikTok
Fila and Deichmann use the “offline-as-luxury” narrative to resonate with Gen Z in new social media campaign featuring Kayla Shyx
New Balance and Miu Miu launch Wimbledon collection
Tennis has always been fashion. The sport’s most watched tournament now has its most pointed collab yet.
Lululemon targets men’s with new tennis tech
The Canadian apparel brand unveils upgraded sweat-concealing fabric as it works to rebuild momentum in men’s and performance categories.
Volleyball finally gets its own female apparel brand
Corts, a female-founded LA label, enters a sport with 800,000 young US players and no dedicated apparel incumbent.
Joma releases football-branded padel racquet
Spanish brand modifies Hyper Pro padel racquet with Premier League club colors following kit sponsorship deal, extending football partnerships to padel.
Campaign spotlight: turning resolutions into sustained action
US premium activewear brand Rhone launched 12 Pursuits, a year-long founder-led program blending mental fitness with monthly actionable themes.
Nike Mind and the neuroscience of sport
Nike’s Mind technology targets mental performance. After a century optimizing bodies, is the sporting goods industry finally ready to train brains?
Bosideng becomes first company to implement new industry standard for circular clothing in China
The Chinese down specialist is driving the apparel industry’s shift from linear to circular economy models.
Bosideng launches premium Vertex collection in Europe
Chinese down specialist Bosideng debuts its premium Vertex collection in Europe, designed in collaboration with techwear designer Errolson Hugh.
New Balance 2002R gets Gore-Tex upgrade
New Balance launches the 2002R Gore-Tex Protection Pack for spring 2026, featuring weatherproof technology in grey, black and wheat colorways.
BRAND EQUITY
Superfeet expands into workwear, DTC with new products
How the legacy insole brand is deploying five decades of podiatric data to reach new categories, channels, and a younger market.
adidas outranks Nike in Kantar sustainability ranking
Kantar surveys 18,000 consumers across 12 countries; adidas leads all fashion and sportswear entries, Nike places 17th.
The jacket and the mountain: what Arc’teryx’s Shanghai Museum is really selling
How a permanent brand infrastructure becomes the most durable response to a communication crisis, and what European outdoor brands should take from it.
Fast Company ranks Adidas among the top global brands
Adidas tops Fast Company’s Advertising & Marketing category and places No. 7 globally, the only sports brand in the top 50.
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.
US survey maps the new brand heat race
L.E.K.’s 2026 Brand Heat Index maps where HOKA, On, Arc’teryx and Salomon are gaining on legacy leaders.
Clean200 2026: Nike, Adidas and Puma ranked
Five sporting goods firms feature in the global ranking of largest companies by sustainable revenue, with Nike at rank 57.
New Balance: Authenticity as a global growth strategy
New Balance’s 2024 record results show how local production, selective partnerships and brand consistency drive global growth.
Xtep seeks global reach as its core brand is challenged
Maye Musk gave Xtep instant visibility. The running credibility it’s chasing abroad still takes years to build.
Nike may eye Formula 1 comeback after 20-year absence
Formula 1’s pull with younger audiences gives Nike a rare growth opening amid CEO Elliott Hill’s turnaround effort.
FILA signs Malaysia regional team, backs rising-talent strategy
The sponsorship deal confirms FILA is prioritizing emerging players over marquee tour names.
Alo and Co: China’s activewear race just got crowded
Alo Yoga’s Tmall debut joins a wave of premium brands accelerating China entry.
Under Armour trades athletes for culture icons
Under Armour is testing whether cultural collaborators can outlast athlete endorsers in its turnaround.
US Open 2026: an essential brand guide
A breakdown of the sporting goods brands, athletes, rackets and product launches at the 2026 US Open.
Jordan Brand signs London Lions to multi-year kit deal
The deal lands as London Lions builds commercial infrastructure under new CEO Steve Devereux, appointed in July to drive growth.
Fourteen named World Tennis’s official apparel supplier
The two-year deal covers bespoke apparel for officials, umpires and coaches across World Tennis’s global events.
Intelligence, analysis and advice for the global sporting goods industry.
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