Events
Industry events, trade shows, and sporting moments that drive business strategy,
partnerships, and market opportunity in the global sporting goods sector.
SPOTLIGHT
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.
WFSGI turns the World Cup into a youth participation drive
Ten brands, two panels, five principles, and one question rarely posed: what do sporting events actually leave behind for young people?
ISPO launches Leaders Summit with €3 million investment programme
The ISPO Leaders Summit will open ISPO 2026 on 3 November in Amsterdam, convening a senior audience of C-suite executives, policymakers and industry leaders from across the global sport, outdoor and winter market.
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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.
Nordic Fabric Fair tests the fashion-sport convergence
Stockholm textile fair expands into sport, outdoor and fitness in a December relaunch covering fashion and functional sourcing.
Sporting events
How major sporting competitions translate into commercial opportunity—tracking sponsorship strategies, brand activations, and the business implications of cultural moments.
FIFA WORLD CUP 2026
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.
Nox, Playtomic sponsor an MLP (guest) team
Spanish brands Nox and Playtomic have attached their names to Europe’s maiden Major League Pickleball guest team.
France blocks Polymarket, spares rival Kalshi
France, Spain, Brazil and Australia are drawing different lines around Polymarket and Kalshi, exposing regulatory fragmentation.
Boost to come for Brooks after Kerr’s run?
Brooks joins Nike, adidas and HOKA treating record bids as marketing events.
Joma to sponsor Fetri’s Hyatlón, federation cousin to Hyrox
Puma’s exclusive Hyrox lock is pushing rival sponsors toward federations building their own version of the sport.
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.
Alpes 2030 finally makes 50-50 more than a slogan
For the first time, Winter Games quotas will be split evenly between men and women, the IOC confirms.
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.
Prediction markets – The legal war
A federal appeals court backed Kalshi in April, but Ohio, Nevada and Massachusetts have sided with states seeking to ban it.
Under Armour loses WNBA footwear supplier status
Under Armour loses WNBA authorized supplier status for 2026, leaving players to tape over logos or compete in unbranded shoes.
PGA Tour announces two-series structure from 2028
Championship and Challenger Series start in 2028 with $20 million and $4 million purse floors and annual promotion and relegation.
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.
Intelligence, analysis and advice for the global sporting goods industry.
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