Sportswear news and archive

Football shirts drive sales as retailers bank on world cup effect

Despite a slump in consumer spending, major specialist sports retailers in Germany are hoping for a boom from the Football World Cup. The tournament in the USA, Canada, and Mexico, which begins on June 11, is expected to lift spirits and boost sales of football shirts, fan merchandise, and team sports equipment. This was reported unanimously by...

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Business|marketing

Adidas: Timothée Chalamet campaign creates buzz ahead of the 2026 World Cup

One month ahead of the 2026 World Cup, Adidas has unveiled Backyard Legends, an advertising campaign featuring Timothée Chalamet alongside living football icons. The film highlights the German brand's ambition to bolster its lifestyle image. Titled Backyard Legends, the Adidas campaign is a five-minute short film. It brings together a celebrity...

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Business

Castore secures 90 million pounds in funding to invest in growth and digital capabilities

Sportswear brand Castore has secured a 90 million pound facility with banking partners as it continues to pursue global expansion and rollout a growth strategy. The company said it would use the funding to facilitate new retail openings across the UK, as well as support growth into the Middle East and Asia. In a statement, Mark Rowan, global...

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Business

Björn Borg achieves strongest Q1 in company history with double-digit growth in sports apparel

Swedish sports fashion brand Björn Borg has reported the strongest first quarter in the history of the company, with record levels achieved for both net sales and operating profit. The group saw continued momentum in its sports apparel category, marking 15 consecutive quarters of double-digit growth for the division. Strong financial performance...

Fashion|In Pictures

Key looks from Rio Fashion Week: spring/summer trends

Rio Fashion Week took place between April 14 and 18 at Pier Mauá, with some off-site shows. The event was promoted by IMM, a sports and entertainment company also responsible for São Paulo Fashion Week (SPFW). From this year, SPFW will be held in the second half of the year, focusing on autumn/winter fashion. Rio will be responsible for...

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Fashion|Interview

26 Nations, 26 Stories: How Adidas navigates global culture through football kit design

In less than two months, one of the world's biggest sporting events, the men's Football World Cup, is set to take place. The tournament, this time held across Canada, Mexico and the US, is not only the sporting event of the summer. It is also the grand finale of a historic collaboration: Adidas as the outfitter of the German national football...

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Retail|CEO interview

Sporthaus Schuster adopts head-to-toe approach for cycling apparel

Community rides, new brands and a growing interest in races beyond the Tour de France show that cycling has become a trend sport, much like running. It inspires both city dwellers and people in the countryside. Sporthaus Schuster - a renowned, family-owned sporting goods retailer based in Munich, Germany - has recognised this and realigned its...

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Trail running: Kiprun strengthens its innovation hub with athlete and engineer Mathieu Blanchard

Driven by the growing enthusiasm for trail running, the brand Kiprun, a sector expert from the Decathlon portfolio, aims to solidify its position among the major players on the international stage. To achieve this, the company announced on April 17 a three-year partnership with trail running athlete Mathieu Blanchard. The collaboration is...

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Business|Interview

How Prince plans to balance heritage and modern lifestyle in apparel expansion

Prince is making a decisive swing, moving beyond the racquet and into apparel as the convergence of sport and fashion opens up fresh commercial opportunities for heritage performance labels. The shift, overseen by the brand’s parent company Authentic Brands Group, reflects a broader evolution within racquet sports, where on-court credibility is...

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Business

Lululemon under scrutiny for alleged PFAS use and product safety claims

Lululemon is facing an investigation from Texas attorney general Ken Paxton over concerns related to product safety and transparency. According to a press release issued by the attorney general’s office, Paxton has launched a Civil Investigative Demand against Lululemon Athletica as part of a formal inquiry into whether the Canadian activewear...

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Business

Premium over mass: how the ski market is reinventing itself

As tulips begin to bloom in the valleys and trees start to bud, the winter high season returns to the mountains. At Easter, snow enthusiasts travel to the mountains one last time to enjoy the final runs of the season. What is the current state of the ski and snowboard market? For decades, the health of the industry could be reliably gauged at...

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Business

CNMC detects competition risks in Decathlon's acquisition of Intersport assets

Madrid – Decathlon’s acquisition of specific Intersport assets in Spain has encountered a significant regulatory hurdle. The Spanish antitrust authority, Comisión Nacional de los Mercados y la Competencia (CNMC), has escalated the transaction to a "second phase" analysis. This move, triggered by potential competition risks identified during a...