Events
Industry events, trade shows, and sporting moments that drive business strategy,
partnerships, and market opportunity in the global sporting goods sector.
EVENT RADAR: TRADE SHOWS AND CONFERENCES
Q4 2026 event radar: trade shows and events
15 events for sporting goods, outdoor and winter sports, October to December 2026. Led by ISPO’s debut in Amsterdam, Nov. 3–5.
NEXT WEBINAR
Webinar: The German army trainer effect
Join SGI Europe & Hot Pot to analyze the $9.4B China active footwear market.
TRADE SHOWS
Performance Days Munich: 3 halls making the invisible visible
From a sell-out wool crewneck to the debut of the Cellulose Forum, here’s what the trade show revealed about bio-based materials and the industry’s ability to talk about them.
Q4 2026 event radar: trade shows and events
15 events for sporting goods, outdoor and winter sports, October to December 2026. Led by ISPO’s debut in Amsterdam, Nov. 3–5.
From fiber to function: Bio-based materials enter the next performance era
Performance textiles are entering a new material era. Don’t miss the latest developments at the PERFORMANCE DAYS in Munich.
At IFA 2026, sporting goods and health tech blur
A first-person tour of IFA Berlin finds Chinese hardware makers rewriting the boundaries between sporting goods, tech and health.
Intl Padel Cluster to exhibit at Padelness e Sport 2026
IPC secures its own stand at Padelness e Sport 2026 as it eyes Italy’s booming market
European Outdoor Week locks in Riva through 2029
A one-year experiment just became a three-year commitment, and pre-registration for 2027 is already open.
The industry’s new benchmark for excellence: ISPO Awards 2026
With renewed ambition, the ISPO Awards step onto the world stage in 2026. Entries are now open.
Q3 2026 Event Radar: trade shows and conferences
Outdoor Retailer reimagined, three sustainability events, boats and boards: The Q3 2026 calendar points in one direction.
Shoptalk Europe 2026 wrap-up: AI and agentic commerce
The Barcelona event drew 4,500 leaders. Key takeaways on AI adoption, consumer trust and discovery-led commerce.
140 countries, one wellness show
The 20th-edition fitness and wellness trade show drew visitors from 140 countries, with international attendance up 25%.
Sportsdays FS 2027: 200 brands, one market, two days
With independents still structurally dominant and most brands entering via distributors, sportsdays functions as coordination infrastructure, not just a trade show
Nostalgia 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.
SPORTING EVENTS
Webinar: The German army trainer effect
Join SGI Europe & Hot Pot to analyze the $9.4B China active footwear market.
Watch now: How adidas and Decathlon Are Activating Events Differently
On 13 July, SGI Europe and WFSGI hosted the 2. session of their Coffee Break Webinar Series, focusing on sports events as demand engines.
Watch now: Can Anta help Puma win in China again?
Watch the exclusive webinar with China’s latest e-commerce data.
Watch now: Engaging consumers through physical activity narratives
Nike and ASICS share exclusive insights into engaging consumers through physical activity marketing and communication campaigns.
Watch now: The New Luxury in China’s $40B Sports Market
Watch SGI Europe & Hot Pot to analyze FY2025 e-commerce data and the shift toward high-performance gear in China’s $40B sports market.
Watch now: 5 major trends in China’s lifestyle landscape
Chinese consumers are spending more on premium sportswear and outdoorwear. Watch our Expert Talk to learn what this means for international brands.
US: sporting goods emerge as World Cup retail winner
Two months later, adidas, Fanatics and Foot Locker led a US sporting goods surge that outpaced every retail category.
Intersport’s WC summer campaign lifts jersey sales 73%
The retail cooperative’s Clubhouses in Berlin, Paris and Istanbul drew more than 1 million visitors during its FIFA World Cup summer campaign.
Puma posts smaller loss as turnaround strategy takes shape
Inventory is down 15.3 percent and free cash flow more than tripled, but PUMA does not expect a full recovery before 2027.
adidas CEO apologizes for World Cup pink boot pileup
Bjorn Gulden calls the fluorescent pink boot takeover an accident nobody wanted.
World Cup jersey boom is real, but will it last?
adidas confirmed record sales. Route and Syndigo say fulfillment, returns and product data decide if it holds
Nike ripped up the script. It didn’t go as planned.
Nike Football boss Camilo Andrade defends the brand’s execution even as its script for the final didn’t hold.
adidas told Bloomberg it won the World Cup
Spain and Argentina wore its kits in the final, and adidas is happy to let us know how much it sold.
Messi and Adidas: 20 Years to El Último Tango
As Argentina returns to the World Cup final, Adidas and Messi celebrate a partnership two decades in the making.
Skechers builds a motel to pitch itself to football
A brand still associated with comfort footwear is making its case to football not with performance claims, but with a fictional roadside motel and a World Cup-sized cast.
Who will kick this ball in New York?
Spain, France, England and Argentina are down to four. adidas has already revealed the ball waiting for Sunday’s finalists.
World Cup broadcast records mask a bigger social audience
Broadcast records in Canada and the US run alongside a larger, harder-to-monetize creator viewing base.
There is more than one way to win a World Cup
Mexico topped adidas sales as champion. Brazil’s Nike kit still dominates style after elimination.
Intelligence, analysis and advice for the global sporting goods industry.
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