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Arda Saatçi’s: how to miss a goal and set a record
When Arda Saatçi missed his target, his sponsors Red Bull and Brooks Running didn’t flinch. 59 million viewers later, it’s clear why.
Article
ASICS: record quarter, falling shares
Japan’s top sportswear maker posts its best-ever Q1, then watches its stock drop 6% as investors punish unchanged guidance.
Article
Why Ons’ Q1 is more than just a strong quarter
On grows Q1 sales 26 percent as it builds toward scalable premium brand status — beyond its running roots.
The polo brand quietly worth $2.7 billion
U.S. Polo Assn. hits a record in worldwide retail sales and eyes $4 billion long term
Columbia fakes an action movie to sell a shoe
A decoy trailer, fake billboards, and 100 inflatable crocodiles – all in service of a spring footwear launch
New global campaign: Asics claims beauty with sweat
No filter, no routine. Asics says 15 minutes of movement delivers the glow the skincare industry has been selling for decades
ASICS: record quarter, falling shares
Japan’s top sportswear maker posts its best-ever Q1, then watches its stock drop 6% as investors punish unchanged guidance.
Former Nike’s women’s marketing VP joins Saucony
Wendy Kula, who led Nike’s North America women’s brand campaigns, moves to Saucony as CMO.
GoPro tests whether its IP is worth more in defense
The action camera company entered defense consulting in April. Within weeks, its board was fielding acquisition bids.
Mizuno reports record-high sales and profits for FY2025
The Japanese sporting goods manufacturer ended its 120th anniversary year with records across net sales, operating profit and net income.
Under Armour goes after China with flag football
Jefferson’s tour is the visible layer. The real play is owning a nascent Olympic sport before rivals can – on a fraction of their marketing budgets.
Why Ons’ Q1 is more than just a strong quarter
On grows Q1 sales 26 percent as it builds toward scalable premium brand status — beyond its running roots.
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The polo brand quietly worth $2.7 billion
U.S. Polo Assn. hits a record in worldwide retail sales and eyes $4 billion long term
ASICS: record quarter, falling shares
Japan’s top sportswear maker posts its best-ever Q1, then watches its stock drop 6% as investors punish unchanged guidance.
GoPro tests whether its IP is worth more in defense
The action camera company entered defense consulting in April. Within weeks, its board was fielding acquisition bids.
Mizuno reports record-high sales and profits for FY2025
The Japanese sporting goods manufacturer ended its 120th anniversary year with records across net sales, operating profit and net income.
Nike may pocket the tariff refund. Consumers want it back.
Footwear giant raised prices by up to $10 to offset $1bn in import costs. Now the tariffs are gone — and so is its commitment to refund shoppers.
How ICIW is building Europe one gym deal at a time
A Belgium studio deal in March, a 50-location Dutch exclusivity now: ICIW’s market entry model is becoming legible.
adidas and Lululemon on stores and loyalty
Executives from both brands spoke at the World Retail Congress in Berlin on April 27, arguing that physical stores and community ties drive consumer retention.
GORE-TEX® Brand looks ahead after 50 years of innovation
What started as a material innovation has evolved into one of the recognized ingredient brands in the sporting goods industry.
Columbia fakes an action movie to sell a shoe
A decoy trailer, fake billboards, and 100 inflatable crocodiles – all in service of a spring footwear launch
New global campaign: Asics claims beauty with sweat
No filter, no routine. Asics says 15 minutes of movement delivers the glow the skincare industry has been selling for decades
Under Armour goes after China with flag football
Jefferson’s tour is the visible layer. The real play is owning a nascent Olympic sport before rivals can – on a fraction of their marketing budgets.
Arda Saatçi’s: how to miss a goal and set a record
When Arda Saatçi missed his target, his sponsors Red Bull and Brooks Running didn’t flinch. 59 million viewers later, it’s clear why.
Golf: The 2026 State of Play
The 9-hole round, screen golf and digital apps are rewriting the rulebook on who plays golf and how.
Activewear sells confidence. The data disagrees.
A peer-reviewed study finds no link between activewear engagement and female body confidence, contradicting a core industry marketing claim.
Athletic footwear loses ground in US survey
A new US survey finds athletic spend down 5 percent and athleisure down 8 percent, 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.
Former Nike’s women’s marketing VP joins Saucony
Wendy Kula, who led Nike’s North America women’s brand campaigns, moves to Saucony as CMO.
Mike Ashley admits role in Cowgill’s JD Sports exit
Frasers Group founder confirms associates filmed the 2021 footage that triggered a CMA probe and nearly £5 million in fines against JD Sports and Footasylum.
ASICS ex-chairman Oyama WFSGI Honorary President
Former ASICS chairman follows founder Kihachiro Onitsuka as the second Japanese national to hold the WFSGI honorary title.
Salomon’s talent strategy looks beyond outdoor
Moncler, JD Sports, Adidas: Salomon’s three new executives map a brand that no longer recruits like an outdoor company.
Ortovox retains Fair Wear Leader status sixth year
An 11-point score jump and a structural shift: social compliance now sits inside procurement, not alongside it.
Sympatex rescued, but the hard question remains
The brand survives, but whether Pidigi can fund the R&D needed to keep Sympatex competitive against Gore-Tex is the deal’s central open question.
Technogym scores 100/100 on ESG transparency
Fitness equipment maker joins Dow Jones Best-in-Class Europe Index with near-perfect scores on health, energy and reporting.
YKK joins ZDHC as signatory supplier in May 2026
YKK’s ZDHC membership brings chemical transparency to a supply chain tier brands rarely reach
GoPro tests whether its IP is worth more in defense
The action camera company entered defense consulting in April. Within weeks, its board was fielding acquisition bids.
Under Armour tests its gear on robots
The apparel brand is applying its materials science to humanoid robots in industrial environments – a category with no incumbent
adidas and Lululemon on stores and loyalty
Executives from both brands spoke at the World Retail Congress in Berlin on April 27, arguing that physical stores and community ties drive consumer retention.
The retail edge data can't buy; a CEO's view
Benelux retailer PassaSports makes the case that understanding behavior – not collecting more data – is the real competitive edge in sports retail.
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.
Nike may pocket the tariff refund. Consumers want it back.
Footwear giant raised prices by up to $10 to offset $1bn in import costs. Now the tariffs are gone — and so is its commitment to refund shoppers.
Under Armour goes after China with flag football
Jefferson’s tour is the visible layer. The real play is owning a nascent Olympic sport before rivals can – on a fraction of their marketing budgets.
Kylian Mbappé: footballer, investor
From a French health insurtech to a sailing team and a Ligue 2 club, the Real Madrid forward is operating as a full-fledged investor.
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