All the latest developments on the product and marketing side, including new product launches, sponsorship deals and other marketing initiatives.
2024-04-24T16:29:00+01:00By Jesper Johansson
In a recent report by SportBusiness, it’s been revealed that Adidas has outbid Nike for the kit sponsorship of Premier League club Liverpool. Adidas will assume the role in 2025, replacing Nike after a relatively short five-year tenure. This transition follows Nike’s takeover from New Balance as LFC’s technical sponsor ...
2024-04-22T14:00:00+01:00By Jesper Johansson
Nike and several USA Olympic athletes have responded to online backlash regarding the design of the women’s Team USA track and field kit. A photograph of the uniform sparked criticism, with many labeling it as “sexist” and “revealing.” The photograph, circulated by Citius Mag, compared the women’s high-cut bodysuits to ...
2024-04-22T13:59:00+01:00By Jesper Johansson
Ecco Golf joins forces with golf YouTuber Rick Shiels to unveil an exclusive edition of the Biom C4 shoe. Limited to 500 pairs, this collaboration “captures Shiels’ personal style” and will be exclusively available on the brand’s website.
2024-04-20T13:12:00+01:00By Wolfgang Greiner
New York-based brand management firm WHP Global announced a new long-term license for Lotto with Indian sportswear and athleisure solutions platform Agilitas Sports. The license gives Agilitas exclusive rights to design, manufacture, promote and distribute the Lotto brand in India, Australia and soon in South Africa.
2024-04-24T16:29:00+01:00By Jesper Johansson
In a recent report by SportBusiness, it’s been revealed that Adidas has outbid Nike for the kit sponsorship of Premier League club Liverpool. Adidas will assume the role in 2025, replacing Nike after a relatively short five-year tenure. This transition follows Nike’s takeover from New Balance as LFC’s technical sponsor ...
2024-04-24T09:32:00+01:00By Jesper Johansson
New Balance has added wide receiver Marvin Harrison Jr. to its roster of athletes in anticipation of the 2024 NFL Draft. Harrison Jr., who played college football at Ohio State, earned All-American honors twice and clinched the prestigious Fred Biletnikoff Award in 2023 for his outstanding performance as a receiver. ...
2024-04-23T16:07:00+01:00By Jesper Johansson
Swiss action sports brand TSG has been unveiled as the official volunteer supplier for the FIS Freestyle World Championships 2025. The company will provide helmets and goggles tailored specifically for the event.
2024-04-18T09:35:00+01:00
Our sister publication SGI USA reported that Adidas is attempting to take over Puma’s long-standing sponsorship of the Jamaica Athletics Administrative Association (JAAA).
2024-04-17T12:43:00+01:00
Decathlon UK has announced Fifty as its new media agency. The new agreement will see the sporting goods retailer and manufacturer leverage Fifty’s artificial intelligence (AI)-powered audience insights technology for its media planning. Fifty will develop and execute Decathlon UK’s integrated media strategy across all media and channels.
2024-04-13T09:33:00+01:00By Wolfgang Greiner
Dutch sportswear brand Protest has launched the Protest Fun(d), an initiative to help everyone ride more. The Fun(d) provides financial donations and focuses on two pillars: non-profit organizations and creative initiatives. This means that it supports both NGOs in pursuing their social goals as well as supporting creative adventurers with ...
2024-04-24T09:32:00+01:00By Vlad Vorotnikov
Sprandi, a once iconic brand in the Russian market, can reportedly resume sales in the country after almost two decades of absence. At the end of 2023, a local wholesale supplier, A Sport, obtained several certificates of conformity from a Russian technical regulator, allowing it to sell sporting shoes under ...
2024-04-05T14:01:00+01:00By Jesper Johansson
Lululemon has unveiled its inaugural product crafted from enzymatically recycled polyester, signaling a significant leap in sustainability efforts.
2024-04-03T08:45:00+01:00By Vlad Vorotnikov
Some Russian sporting goods suppliers are considering moving away from working with marketplaces, citing fierce competition, rising fees and risk of losing identity.
2024-04-02T13:58:00+01:00By Jesper Johansson
Stronger wants to utilize Sizekick’s AI-driven size recommendations to offer tailored sizes to their customers, while also helping the environment.
2024-04-02T13:58:00+01:00By Jesper Johansson
In a move to strengthen its presence in the US, Puma is gearing up to unveil the Puma Studio in the heart of Hollywood, Los Angeles, in early 2025. The space will serve as a creative hub, bringing together Puma’s design and marketing teams with influential communities and celebrities to ...
2024-03-14T13:21:00+00:00By Claudia Klingelhöfer
Albeit Adidas presented the first loss in 30 years, CEO Gulden is driven by optimism.
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