All Sporting Goods Intelligence articles in Volume 36, Issue 48+49
View all stories from this issue.
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ArticleColumbia’s bold brand relaunch: Connecting with new audiences while honoring Its roots
Columbia has completed a comprehensive brand relaunch featuring a humorous campaign approach that returns to the company’s 1980s roots while targeting younger consumers in an increasingly competitive outdoor market. In this interview, Romain Cancilleri-Michy, Senior Brand Marketing Manager Europe at Columbia, explains how the company and modern consumers understand outdoor today and how it is positioning itself for long-term growth in a highly competitive market.
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News briefsEngland Golf launches Sustainability Drive 2025-2030
England Golf launches its Sustainability Drive 2025-2030, setting four key goals for clubs and facilities to drive environmental and social impact across the sport.
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News briefsColumbia trolls Flat Earthers
Columbia Sportswear leans into absurd humor with a campaign offering its entire inventory to anyone who proves Earth has an edge.
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News briefsNew Balance reinforces Made in USA
New Balance underscores its Made in USA commitment with $155M in factory upgrades and a $3.1B economic impact in 2024.
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News briefsKiprun enters US running market
French running brand Kiprun will debut in the US in April 2026, introducing three shoe franchises and partnering with specialty retailers.
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News briefsNike reshapes leadership team
Nike revamps its senior leadership team, adding a COO role and eliminating CTO and CCO positions to streamline operations and boost agility.
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ArticleChinese consumers between love for the outdoors and pursuit of premium activewear
China’s outdoor market has reached €20 billion with 23 percent growth. Premium activewear has become the new luxury as consumers prioritize wellness over fashion. Insights from ISPO sessions.
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News briefsT100 Triathlon expands to Pamplona in 2026
PTO, World Triathlon and FETRI announce multi-year partnership bringing T100 Triathlon to Pamplona on 23-24 May 2026, Spain’s third T100 race host.
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News briefsIOC allocates €1m to fight youth crime via sport
IOC and AFD award €1m+ to 11 organisations in Southeast Asia for sport-based youth crime prevention projects through the new SYCP Initiative.
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News briefsOnitsuka Tiger debuts fragrance line
Onitsuka Tiger expands into beauty with its first fragrance collection, featuring four scents and minimalist design.
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News briefsPuma takeover rumors gain traction
Puma’s prolonged downturn and Artemis’s openness to divest its 29% stake spark renewed takeover rumors, with Anta emerging as the most credible suitor.
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News briefsEU watchdog slams fast-track sustainability cuts
The EU Ombudsman says the EU Commission committed maladministration by rushing Omnibus reforms to cut sustainability rules without proper consultation.
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News briefsGildan closes HanesBrands deal
Gildan Activewear has closed its $2.2 billion purchase of HanesBrands, adding iconic brands and targeting $200 million in cost synergies.
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News briefsMoncler returns to Winter Olympics
Moncler will sponsor Team Brazil at the 2026 Winter Olympics, marking its return to the Games with performance gear and iconic style.
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ArticleFarewell to Nicola Pietrangeli
Nicola Pietrangeli, Italy’s greatest tennis player and a symbol of elegance and joie de vivre, has died at 92.
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News briefsPuma opens biggest EU flagship in London
Puma launches its biggest European flagship on Oxford Street, blending sport, fashion, and digital experiences in a 1,700-sq-m space.
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ArticleNicklaus Companies files for bankruptcy
Nicklaus Companies has filed for Chapter 11 bankruptcy in Delaware, weeks after a $50 million defamation judgment in favour of founder Jack Nicklaus.
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News briefsYKK reinvents the zipper for performance wear
YKK introduces AiryString, a tapeless zipper that’s lighter, sleeker, and eco-friendly—ideal for performance apparel and outdoor gear.
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ArticleFIFA expands digital pact with tech provider Globant
FIFA strengthens its alliance with Globant to develop advanced digital platforms, enhancing fan engagement ahead of major tournaments.
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News briefsFrasers Group pulls support for Hugo Boss chair
Frasers Group has withdrawn support for Hugo Boss supervisory board chair Stephan Sturm, raising governance questions at the German fashion brand.
