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Article
Beyond the logo: what brands gain from mass participation sports
A 7.8% surge in event participation is reshaping where sporting goods brands can build durable equity – if they look past the finish-line banner.
Article
Report: Europe’s fitness market breaks records in 2025
The 2026 EuropeActive/Deloitte report shows the sector surging past €39bn in revenue, with consolidation accelerating and the US penetration gap still wide open.
Article
Cultural athleisure: homage or exploitation?
When athleisure brands mine local cultures, the line between homage and exploitation blurs.
1,400 Nike jobs cut. Management calls it progress.
The job cuts — mainly in technology — suggest Nike’s recovery from a years-long sales slump is proving harder and slower than the company had planned.
Tonal ties Star Wars film to fitness push
The AI-powered home gym partners with Lucasfilm for exclusive member workouts tied to The Mandalorian and Grogu, which opens May 22.
Athletic footwear loses ground in U.S. survey
A new U.S. survey finds athletic spend down 5% and athleisure down 8%, as durability overtakes performance tech as the key purchase driver.
Roxy moves into fragrance and body care
ABG’s Roxy launches lip balms, body mists and candles through a female-founded fragrance partner – with a holiday collection already planned for autumn.
World Marathon Championships set for 2030
Athens is the preferred host for a new standalone World Marathon Championships launching in 2030, as World Athletics restructures its elite road racing calendar.
TPG acquires US college sports commercialization giant
TPG is acquiring Learfield, the commercialization platform serving 1,200 US colleges, in a deal valued at about $2 billion.
Padel joins Asian Indoor Games 2026 as medal sport
The OCA adds padel to the Riyadh 2026 program, giving the sport back-to-back inclusions at major Asian multi-sport events in the same calendar year.
Shimano Q1: five takeaways
A 36% operating profit drop despite a top-line beat — and fishing tackle is now carrying more of the load.
Beyond the logo: what brands gain from mass participation sports
A 7.8% surge in event participation is reshaping where sporting goods brands can build durable equity – if they look past the finish-line banner.
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EVENTS RADAR
Q2 2026 Event Radar: trade shows and conferences
Wellness and fitness take center stage in Q2, with FIBO, PEAK 2026 and RiminiWellness among the must-attend events of the quarter.
PARTNER CONTENT
How FLYTEC helps brands scale innovation without increasing complexity
Rising costs, tightening compliance and market shifts are forcing apparel brands to rethink product development. A system-based approach changes the rules of the game.
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FitnessBusiness intelligence on the fitness economy: gyms, studios, connected platforms, tech adoption, and trends driving sporting goods demand. Explore Fitness Coverage → |
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Sports ParticipationWhich activities are growing or declining: participation trends, sports and hybrid formats, and behavioral shifts that drive sporting goods demand. Explore Sports Participation → |
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Women x sporting goodsFrom league revenues and athlete deals to female founders and investors — intelligence on the business of women in sports and sporting goods. Explore Women x Sports → |
TPG acquires US college sports commercialization giant
TPG is acquiring Learfield, the commercialization platform serving 1,200 US colleges, in a deal valued at about $2 billion.
Shimano Q1: five takeaways
A 36% operating profit drop despite a top-line beat — and fishing tackle is now carrying more of the load.
5 takeaways from Li Ning’s Q1 2026
Li Ning’s Q1 adult retail growth landed at the bottom of analyst forecasts, sending Hong Kong shares 3.7% lower on Thursday.
NBA in talks with Kalshi and Polymarket
The NBA has entered formal talks with both Kalshi and Polymarket. Sources say a deal before next season is possible.
DICK’S and Adobe team up on AI customer experience
The US sports retailer deploys AI agents, real-time data and generative content tools to individualize the customer journey. Powered by Adobe.
Golden Goose opens biggest APAC store in Beijing
Italian sneaker brand Golden Goose has opened its largest Asia-Pacific store in Beijing – a 475sqm experience flagship as HSG moves to unlock the brand’s China potential.
Trump tariff refunds: are you in the queue?
$127 billion enters the queue — but not all at once
On opens first store in Boston
On’s 15th US store opened five days ahead of today’s Boston Marathon, marking an accelerating push into premium direct-to-consumer retail.
Tonal ties Star Wars film to fitness push
The AI-powered home gym partners with Lucasfilm for exclusive member workouts tied to The Mandalorian and Grogu, which opens May 22.
Roxy moves into fragrance and body care
ABG’s Roxy launches lip balms, body mists and candles through a female-founded fragrance partner – with a holiday collection already planned for autumn.
Luhta extends Finnish Olympic deal to 2030
Finland’s outdoor apparel brand renews Olympic partnership to 2030, using the LA and French Alps Games to grow in two priority markets.
Oura Ring becomes official wearable of US Soccer
Oura Ring extends to all 27 US national teams, embedding biometric recovery tracking ahead of the 2026 FIFA Men’s World Cup.
Athletic footwear loses ground in U.S. survey
A new U.S. survey finds athletic spend down 5% and athleisure down 8%, as durability overtakes performance tech as the key purchase driver.
Beyond the logo: what brands gain from mass participation sports
A 7.8% surge in event participation is reshaping where sporting goods brands can build durable equity – if they look past the finish-line banner.
Report: Europe’s fitness market breaks records in 2025
The 2026 EuropeActive/Deloitte report shows the sector surging past €39bn in revenue, with consolidation accelerating and the US penetration gap still wide open.
Padel hits all-time high in global search interest
Global search data confirm padel’s 2025 performance set a new baseline, with Indonesia, the UK and India emerging as rising markets.
1,400 Nike jobs cut. Management calls it progress.
The job cuts — mainly in technology — suggest Nike’s recovery from a years-long sales slump is proving harder and slower than the company had planned.
JD Sports chairman to step down in July
An unexpected exit at the top of one of the world’s largest sportswear retailers — at a pressured moment for JD Sports.
PUMA names Blanc as VP Global Wholesale
The newly created position marks PUMA’s move to centralize wholesale leadership and grow its presence at key retail partners worldwide.
lululemon’s new CEO pick leaves markets cold
The Canadian activewear brand ends a months-long leadership search, turning to a Nike veteran to reignite growth and product momentum.
YKK wins Red Dot for 3D Composite Puller
The Japanese fastening giant partnered with Variloom to develop a customizable, bio-based zipper puller that sidesteps traditional molding entirely.
WFSGI elects first all-American co-chairs
The sporting goods industry’s global federation has chosen two US brands to lead it for the first time, convening in Boston for its 2026 annual gathering.
Macron's Eco 3D Knit: recycled jacquard meets football
Three high-performance materials made entirely from recycled polyester will kit out Macron partner clubs from next season.
Adidas sued over gender bias in women’s sport
A lawsuit filed in Oregon accuses Adidas of dismissing a women’s basketball executive after she reported inequality and an athlete safety breach.
DICK’S and Adobe team up on AI customer experience
The US sports retailer deploys AI agents, real-time data and generative content tools to individualize the customer journey. Powered by Adobe.
NBA in talks with Kalshi and Polymarket
The NBA has entered formal talks with both Kalshi and Polymarket. Sources say a deal before next season is possible.
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.
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.
Adidas probes partner data breach
Criminals claim 815,000 rows of data stolen from an Adidas extranet via a martial arts products licensee.
Nike probed in the US for bias against white employees
Federal regulators claim diversity programs discriminated against white employees, challenging past corporate DEI practices.
Nike pays Thai workers after five years
After nearly five years of advocacy, Nike agrees to compensate 3,300 Thai factory workers who were allegedly coerced into unpaid leave during the pandemic.
Golden Goose opens biggest APAC store in Beijing
Italian sneaker brand Golden Goose has opened its largest Asia-Pacific store in Beijing – a 475sqm experience flagship as HSG moves to unlock the brand’s China potential.
Messi buys Spanish fifth-tier club UE Cornellà
The world’s most decorated footballer has taken ownership of a Catalan fifth-tier club with a history of producing top-tier talent.
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