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
Retailers reclaim checkout from ChatGPT
Walmart conversion inside ChatGPT ran 3x lower than click-through. OpenAI pivots to discovery-first; retailers keep checkout control.
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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.
Premier Padel to sell data, streams to betting industry
Premier Padel has appointed iGame Media as its exclusive distributor of official betting data and live streams, covering more than 2,400 matches a year from the 2027 season – a deal the tour says will generate new revenue to reinvest in the professional game.
On makes Google Cloud its enterprise AI backbone
A migration run by agents becomes a template for other complex workflows, with data platforms next.
Hyrox moves into gym apps through ABC Fitness deal
Hyrox has struck a partnership with gym software giant ABC Fitness to embed its official Hyrox365 programming directly into gym-branded apps, removing the need for a separate Hyrox download and giving affiliated operators a new tool to differentiate their offer.
Fanatics preparing a push for its gambling division
Fanatics CEO Michael Rubin has outlined an aggressive plan to nearly triple marketing expenditure for its gambling division to $1 billion by 2027, as the sports commerce giant seeks to close the gap on market leaders DraftKings and FanDuel.
IOC launches Trustworthy AI Framework
Seven principles guide the framework, which comes with a self-assessment checklist. Deloitte was consulting partner.
ChatGPT adds virtual try-on to shopping results
A Try on button turns a selfie into a preview of apparel and accessories, and Favorites saves products to a Library.
Decathlon takes the future of cycling onto the train
Decathlon and Alstom picture a frictionless bike and train commute
Polymarket to pay LeBron more than the 76ers will
NBA legend LeBron James has agreed a $15 million annual endorsement deal with prediction market platform Polymarket – nearly double the $8 million two-year contract he signed with the Philadelphia 76ers. Elite athletes are increasingly monetizing their influence beyond the court.
New Apple Watch ties in with US bloodwork lab
Apple has partnered with US lab-testing firm Quest Diagnostics to let users order at-home tests via the Health app for $119.
CASE STUDY: Inside Anta’s AI365 strategy
Anta built its own AI models and deployed them across design, retail and operations, at scale.
Ahotu partners with URUNN to close the race-to-training gap
Ahotu’s race finder feeds into URUNN, the running app from Olympic champion Mo Farah, turning a race pick into a personal plan.
After ad-business recovery, X introduces card payments
Sport has gotten X back in with advertisers. X Money is a different story.
Tech & Retail
After ad-business recovery, X introduces card payments
Sport has gotten X back in with advertisers. X Money is a different story.
Inside ANNI: How ANWR Group built AI to serve its retailers
Michaela Brehm explains how ANNI turns ANWR Group’s founding mission, supporting its retailers, into a working AI platform.
Castore chooses Ocula AI for product content
Castore has chosen AI platform Ocula Technologies to optimize product copy and metadata across its global ecommerce catalog.
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.
Tech & Brands
Fanatics preparing a push for its gambling division
Fanatics CEO Michael Rubin has outlined an aggressive plan to nearly triple marketing expenditure for its gambling division to $1 billion by 2027, as the sports commerce giant seeks to close the gap on market leaders DraftKings and FanDuel.
Decathlon takes the future of cycling onto the train
Decathlon and Alstom picture a frictionless bike and train commute
Polymarket to pay LeBron more than the 76ers will
NBA legend LeBron James has agreed a $15 million annual endorsement deal with prediction market platform Polymarket – nearly double the $8 million two-year contract he signed with the Philadelphia 76ers. Elite athletes are increasingly monetizing their influence beyond the court.
New Apple Watch ties in with US bloodwork lab
Apple has partnered with US lab-testing firm Quest Diagnostics to let users order at-home tests via the Health app for $119.
Closing the distance: inside LTP’s clubhouse in Saigon
LTP Group has opened a dedicated development space in Ho Chi Minh City that compresses performance apparel sampling from months to fourteen days.
Fanatics brings some financial plumbing in house
Better known for jerseys and memorabilia, Fanatics is acquiring the exchange and clearinghouse behind its prediction markets.
Oura lands its third major US sports body in six months
The USTA’s first wearable deal covers US Open players, grassroots programs and the federation’s 2027 Player Performance Center.
Why Publicis is spending $500m on a sports agency
The French ad giant is assembling a data-driven sports marketing stack to challenge Omnicom-IPG in a $240 billion market.
Kiprun embeds wear sensor in running shoes
Decathlon’s running brand partners with London startup Movmenta on a shoe that monitors its own foam degradation in real time.
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.
Tech & Sustainability
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.
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