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Retail & Supply
How sporting goods move from factory to consumer: covering physical retail, e-commerce, omnichannel strategies, distribution networks, and the supply chain decisions that shape availability, cost, and competitive positioning.
IN THE SPOTLIGHT
NRF 2026: AI agents meet human experience
The retail industry’s pivot from experimental AI to autonomous agents dominated NRF 2026, as sporting goods brands balanced tech adoption with human touch.
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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.
Footasylum raises credit facility to £60m
UK streetwear retailer targets Leeds, Glasgow and Merthyr Tydfil with new stores, while upgrading two flagship Manchester locations.
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.
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.
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.
Germany’s sports goods sector unites on e-commerce
Germany’s BSI sporting goods association partners with e-commerce body bevh to align on digital distribution, lobbying, and market data.
UK startup raises £500,000 to modernize golf resale
Scottish golf tech startup Hosel targets a $3bn pre-owned market long dominated by generalist platforms with poor pricing transparency.
Germany’s sports goods sector unites on e-commerce
Germany’s BSI sporting goods association partners with e-commerce body bevh to align on digital distribution, lobbying, and market data.
UK startup raises £500,000 to modernize golf resale
Scottish golf tech startup Hosel targets a $3bn pre-owned market long dominated by generalist platforms with poor pricing transparency.
Dick’s app beats AI in App Store rankings
A fitness-reward feature called MOVE helped the sports retailer climb above ChatGPT and Gemini – a case study European retailers should study.
Barça wants to sell its self-produced kits – but how?
300,000 jerseys gathering dust. The club needs its sponsor’s green light—but will Nike say yes?
Spain to tighten borders to low-value foreign e-commerce
New measures target platforms like Shein and Temu, aligning with EU policy whilst introducing additional scrutiny.
Deporvillage delivers stable post-Covid growth
JD Sports-owned online retailer posts double-digit growth and improved margins as European expansion continues.
LATEST INTERVIEW
Sport 2000 CEOs on AI in retail
Sport 2000’s CEOs Margit Gosau and Irina Andorfer discuss how AI assistants are shifting retail from search-based discovery to conversation-driven commerce.
LATEST ANALYSIS
The 20 biggest sports retailers in Europe
Europe’s 20 largest sports retailers grew sales by 4 percent in 2024, with market leaders like Decathlon and JD Sports driving growth.
REPORTS
Exclusive data: How Chinese consumers shop for outdoor apparel online
Explore key insights from the 2024–25 China Outdoor Apparel: 2024–25 Ecomm Report, including platform shifts, premiumization trends, and brand strategies from Nike, Anta and Hoka One.
Exclusive data: How chinese consumers shop for sports footwear online
Explore key insights from the 2024–25 China Sports Footwear Ecomm Report, including platform shifts, premiumisation trends, and brand strategies from Nike, Anta and Hoka One.
The German Performance Running Market 2025
How German runners choose, buy, and value their shoes. Drawing on 1,001 active runners and pricing analysis, the report covers consumer profiles, buying behaviour, channel preferences, brand choices, pricing strategy, and sustainability’s influence on purchasing decisions.
STORES
Store strategies, experiential concepts, and in-store technology shaping how sporting goods brands compete for consumers in physical retail.
Footasylum raises credit facility to £60m
UK streetwear retailer targets Leeds, Glasgow and Merthyr Tydfil with new stores, while upgrading two flagship Manchester locations.
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.
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.
DISTRIBUTION
Distribution deals, wholesale partnerships, and evolving business models that determine market access and channel economics.
Authentic switches Reebok distributors in and around China
ABG names a newly incorporated Shanghai firm as Reebok’s new China distributor, replacing Tristate after two years of falling revenues.
Sweden’s leading sports retailer Stadium automates logistics
Swedish sports retailer breaks ground on a 40,800 sqm purpose-built distribution centre – with SEK 300m in robotics at its core.
Italian sports eyewear brand goes direct in the US
Rudy Project, an Italian helmet and eyewear specialist, ends 25 years of independent US distribution to compete directly in North America.
Nike entrusts its Indian e-commerce to Nykaa
The sportswear giant hands over digital operations to the Indian omnichannel retailer to speed up delivery and returns.
Xtep goes multi-channel in Malaysia
Xtep forms joint venture with Bonia Corporation in Malaysia, opening flagship store at Mid Valley Megamall as part of Southeast Asia expansion strategy.
AGENTIC COMMERCE
The shift from browsing to briefing: how AI agents are becoming personal shoppers that understand intent and execute purchase decisions.
New AI index tracks sporting goods brand visibility
Parcel Perform’s AI Visibility Index tracks how AI shopping assistants rank and recommend sportswear and sporting goods brands when consumers ask what, how and where to buy.
Visa Study: AI reshapes winter sports participation
AI is reshaping how Americans engage with winter sports, with 44% planning snowboarding bookings inspired by the Olympics, Visa study shows.
RESALE & RENTAL
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.
UK startup raises £500,000 to modernize golf resale
Scottish golf tech startup Hosel targets a $3bn pre-owned market long dominated by generalist platforms with poor pricing transparency.
Nike, Mizuno lead StockX resale growth in 2025
Mizuno leads sporting goods resale growth at 124 percent as nearly 200 brands hit record sales on StockX in 2025, signaling shifts in athletic market.
StockX reveals 2025 sportswear resale boom
Detroit-based resale platform StockX reports 45 percent year-on-year growth for running-style trainers and triple-digit gains in trading cards and collectibles.
AI IN RETAIL
New AI index tracks sporting goods brand visibility
Parcel Perform’s AI Visibility Index tracks how AI shopping assistants rank and recommend sportswear and sporting goods brands when consumers ask what, how and where to buy.
Visa Study: AI reshapes winter sports participation
AI is reshaping how Americans engage with winter sports, with 44% planning snowboarding bookings inspired by the Olympics, Visa study shows.
AI-commerce: ChatGPT is becoming a shopping platform
OpenAI has taken the next steps to offer a seamless shopping journey, and other AI specialists are moving in the same direction.
FESI VP on the most disruptive AI tool for the sporting goods sector
FESI’s Michael Nendwich on AI, virtual try-ons and why tourism is a key growth driver for Europe’s sporting goods industry.
Intelligence, analysis and advice for the global sporting goods industry.
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SERIES and SPECIALS
Winter Olympics 2026Circular Economy
Impact of Sports
Redefining CSR 2025
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