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Technology & AI
Tracking the digital transformation of the sporting goods value chain—from smart manufacturing and generative design to AI-driven retail and consumer engagement.
IN THE SPOTLIGHT
Google launches agentic AI shopping protocol
Tech giant unveils open standard for AI-driven commerce with backing from major retailers including Target, Walmart, Shopify and Etsy.
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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.
Sportradar posts record revenues of €1.29bn
The sports betting data group lifted profit to €100 million and authorized up to €1 billion in buybacks.
MLB clubs taking charge of their local broadcasts
The MLB club takes direct control of local telecasts amid the collapse of regional sports networks across North America.
SPG adopts cloud solution to upgrade product operations
The licensed apparel company is replacing its legacy system to accelerate development cycles and support growth across brands including Browning and Carhartt.
Wearable AI ECG: fitness tracker and clinical health monitor
A new collaboration positions AI-driven cardiac analysis as the intelligence layer for wearable sensors, moving fitness tech into clinical diagnostics.
LifeLabs and the science of a cooler swing
A materials science company chose golf—not Everest—to prove its cooling fabric works where people actually play. The strategy reveals how innovation reaches mass markets
Oakley Meta makes Super Bowl debut with AI eyewear
Oakley Meta’s first Super Bowl commercial features Spike Lee, Marshawn Lynch and Olympians across multiple sports disciplines using AI-powered athletic eyewear.
Intersport fined €3.5m for customer-data transfers
France’s data watchdog penalises the sporting goods retailer for transferring loyalty programme members’ contact details to social networks without consent.
Dazn to introduce prediction markets
Sports streaming platform Dazn plans to integrate prediction markets into broadcasts, potentially competing for fans’ discretionary spending with sporting goods purchases.
JD Sports scales RFID tech for global inventory
JD Sports taps Checkpoint Systems to deploy RFID tech across 2,500 stores, targeting 98% stock accuracy to boost omnichannel sales.
New AI Platform to Automate Youth Sports
Led by veterans from TeamSnap and SportsEngine, Otto Sport AI raises $16.5M to modernize youth sports management through “Athlete Intelligence.”
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?
Playtomic scores crowdfunding coup
Racquet-sport app Playtomic has raised €5.1 million from 4,600 investors in what appears to be a record crowdfunding round for a sports app.
Focus: Agentic Commerce
JD Sports launches AI commerce in US
JD Sports is enabling direct purchases through ChatGPT, Microsoft Copilot and Google Gemini in the US, positioning itself as an early mover in AI-powered commerce.
Google launches agentic AI shopping protocol
Tech giant unveils open standard for AI-driven commerce with backing from major retailers including Target, Walmart, Shopify and Etsy.
Tech & Retail
JD Sports scales RFID tech for global inventory
JD Sports taps Checkpoint Systems to deploy RFID tech across 2,500 stores, targeting 98% stock accuracy to boost omnichannel sales.
JD Sports launches AI commerce in US
JD Sports is enabling direct purchases through ChatGPT, Microsoft Copilot and Google Gemini in the US, positioning itself as an early mover in AI-powered commerce.
Google launches agentic AI shopping protocol
Tech giant unveils open standard for AI-driven commerce with backing from major retailers including Target, Walmart, Shopify and Etsy.
Frasers Group deploys AI-first Commercetools Agentic Commerce suite
Shoppers of Sports Direct and other brands of the Frasers retail ecosystem will be able to purchase products directly within AI shopping channels.
Li-Ning is developing humanoids for developing sportswear
China’s Beijing Humanoid Robot Innovation Center and Li-Ning have launched the country’s first robotics sports science laboratory in Beijing. This new laboratory aims to utilize advanced robotics to enhance sports science and athletic performance.
Decathlon in technology collaboration with British Rheon Labs
Rheon has already collaborated with brands like Adidas, Rapha, Macron and many others who have chosen to use Rheon materials and technology in sports equipment.
Tech & Brands
Oakley Meta makes Super Bowl debut with AI eyewear
Oakley Meta’s first Super Bowl commercial features Spike Lee, Marshawn Lynch and Olympians across multiple sports disciplines using AI-powered athletic eyewear.
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?
Reddit’s AI campaigns cut costs for sportswear brands
Reddit’s new AI-powered advertising tool is helping sporting goods brands like Brooks Running slash marketing costs while boosting engagement through automated campaign optimization.
Fitasy unveils custom-fit 3D-printed shoes
Fitasy debuts patent-pending tech for custom-fit 3D-printed shoes using smartphone scans, aiming to improve performance and sustainability.
Forbes Space eyes ads in orbit
Forbes Space launches a platform to take brand campaigns into orbit and opens a Turin office to connect Italy’s industry with space.
Reebok launches Smart Ring, partners with F45
With the partnership, Reebok is signaling its move into performance tech and community fitness
On Running ranks among most innovative companies 2025
On Running joins the ranks of deep-tech and platform giants on Fast Company’s innovation list.
Decathlon and Rheon Labs in first, but not last, compression-collaboration
SGI Europe has spoken with the Development Director at Rheon to learn more about its collaboration with Decathlon.
Rip Curl’s all new iOS app also turns Apple Watches into surf stations
For the first time, Apple Watch users can access the full Rip Curl surf experience with the same features as the Search GPS watch.
Ray-Ban Meta to be released with new features in three more countries
Ray-Ban Meta will soon be available in Mexico, India and the United Arab Emirates (UAE).
Tech & Sustainability
LifeLabs and the science of a cooler swing
A materials science company chose golf—not Everest—to prove its cooling fabric works where people actually play. The strategy reveals how innovation reaches mass markets
Startup SuperCircle raises $24m for AI waste platform
SuperCircle’s AI-powered platform sorts complex athletic materials, enabling sporting goods brands to build take-back programs and meet circularity goals.
Richard Kuchinsky: ‘A sustainable shoe must be a good shoe first, sustainable second’
Leading footwear designers reveal the complex trade-offs between sustainability and performance in running shoes.
Worldly explained, part 2: Supply chain knowledge is key
Worldly’s Chief Growth Officer explains the impact of the new political situation on sustainability efforts.
Worldly explained: The Higg Index, Cascale and measuring environmental impact on a product base
Worldly’s new Product Impact Calculator offers brands a way to accurately measure product-level Scope 3 emissions with primary supplier data, a step beyond spend-based tools and a key asset for sustainability reporting.
Intelligence, analysis and advice for the global sporting goods industry.
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