Today's Must Read
Decathlon Canada makes best-selling shoe unreturnable
The retailer is turning its most popular trainer into a non-refundable purchase this month, betting that added commitment will push shoppers to actually lace up and run.
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Q3 2025 Scorecard: Sporting goods winners & losers
SGIE Q3 2025 scorecard: 47 sporting goods companies tracked by sales and profits reveal uneven growth, with smaller firms outpacing larger competitors.
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.
Strava files for IPO as fitness app capitalizes on growth
San Francisco-based fitness platform Strava has confidentially filed for an IPO that could value the 150-million-user company at over $2.2bn.
Italian tennis tops football in revenues
Italy’s tennis federation generated over €230m in 2025, surpassing football’s €200m – the result of a decade-long structural transformation.
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.
Decathlon Canada makes best-selling shoe unreturnable
The retailer is turning its most popular trainer into a non-refundable purchase this month, betting that added commitment will push shoppers to actually lace up and run.
Primark launches 240-piece activewear range
Irish value retailer unveils 240-piece collection with four technical fabrics as retailers from H&M to Marks & Spencer intensify push into athleisure.
Strava files for IPO as fitness app capitalizes on growth
San Francisco-based fitness platform Strava has confidentially filed for an IPO that could value the 150-million-user company at over $2.2bn.
Nike sells Rtfkt but retains presence in digital goods
Nike sold NFT brand Rtfkt to an undisclosed buyer in December, while facing a class-action lawsuit alleging a “rug pull” on investors.
Anta reportedly eyes Pinault’s Puma stake
China’s Anta Sports Products has offered to buy 29 percent of struggling German sportswear firm Puma from France’s Pinault family, Reuters reports. The offer, made weeks ago with financing secured, had been expected to exceed €40 per share but talks have stalled.
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Strava files for IPO as fitness app capitalizes on growth
San Francisco-based fitness platform Strava has confidentially filed for an IPO that could value the 150-million-user company at over $2.2bn.
Activist investors reshaped sporting goods in 2025
Record activism in 2025 forced leadership changes at Lululemon, Nike, YETI and Under Armour as sophisticated funds exploited post-pandemic valuation gaps.
Bank of America downgrades Adidas amid growth concerns
Bank of America downgrades Adidas to rare sell rating, citing slowing growth and rising competition from On, Asics as shares fall 7.6 percent.
Canada Goose reshuffles leadership for APAC
Canada Goose has appointed Daniel Binder as President, Asia Pacific, while Niclas Ekerot joins as SVP, Global Stores in a strategic reshuffle.
Osaka rejoins IMG after Evolve departure
Four-time Grand Slam champion rejoins agency giant IMG Tennis after brief stint with Evolve, the boutique agency she co-founded in 2022.
JD Sports global MD departs after 30 years
Michael Armstrong has left JD Sports after 30 years, with EMEA general manager Paul Orange promoted to managing director as the sportswear retailer reshapes its leadership structure.
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.
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.
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.
Exhibition on clean sportswear opens in London Jan. 26
London exhibition showcases 38 innovators redefining performance wear through bio-based materials, circular systems and toxin-free manufacturing.
Japan mandates 25% textile waste cut by 2030
Japan’s Environment Ministry action plan forces sporting goods brands to redesign for circularity as 510,000 tons of textiles go to incinerators annually.
Nine major athletic brands end kangaroo leather use
Adidas, ASICS and New Balance have officially stopped using kangaroo leather, joining six other major brands in a landmark shift for the industry.
On Running signs padel’s number-one
On Running has signed Spanish padel star Arturo Coello, the world’s top-ranked player, to develop its first padel sneakers launching in summer 2027.
Decathlon Canada makes best-selling shoe unreturnable
The retailer is turning its most popular trainer into a non-refundable purchase this month, betting that added commitment will push shoppers to actually lace up and run.
Vivobarefoot signs NFL’s Mack Hollins
British barefoot footwear specialist Vivobarefoot has signed New England Patriots wide receiver Mack Hollins in its first professional sports partnership.
Golden Goose unveils Year of the Snake collection
The limited-edition collection blends cultural symbolism with contemporary design. Available since Dec. 20 online and in APAC stores.
Hainan´s Sanya Mall celebrates fifth anniversary
Hainan Tourism Investment Duty Free’s flagship Sanya Mall marked its fifth anniversary with new brand openings including Under Armour Outdoor’s first Hainan location.
MIQI expands GOTS-certified yoga wear production
Chinese manufacturer MIQI Apparel announces expansion of GOTS-certified sustainable yoga wear production capabilities for global market.
Deep dive: Vietnam’s $134bn US surplus driven by sports
Vietnam’s footwear and apparel exports surge despite Trump tariffs, posting $134bn US trade surplus as Nike, Adidas concentrate production there.
Hainan´s Sanya Mall celebrates fifth anniversary
Hainan Tourism Investment Duty Free’s flagship Sanya Mall marked its fifth anniversary with new brand openings including Under Armour Outdoor’s first Hainan location.
How sporting goods navigated 2025 tariffs
Global trade hit $35 trillion in 2025, but sporting goods brands faced a year of adaptation as tariffs forced rapid supply chain restructuring.
White House reports $235bn in tariff revenue
Tariffs look like a political win – but behind the figure lies a complex reality of missed targets and looming legal risks.
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