The 2026 World Cup will be fought across YouTube, TikTok and livestreams. Here's why creators are becoming essential to ...

Oren discusses Nike's marketing evolution, its competition with Adidas, and the future of sports marketing.

Adidas' financial recovery in 2025 was remarkable, but the German company is already warning of new challenges in 2026.

MIKE KEEGAN: Ivan Toney will head to the US with England for the World Cup despite remaining on bail in connection with an ...

The 2026 World Cup in the United States, Canada and Mexico gets started on June 11. The match ball is one of the most scrutinised pieces of sports equipment, simply because of the sheer scale of ...

With the 2026 FIFA World Cup less than a few weeks away, soccer fans around the world are scrambling to secure tickets (good luck with that) or, failing that, to find other ways t ...

Cam Smith is trying to get used to life as a low-key celebrity. While some Olympic athletes may pass under the radar when out in public, Smith, with his quick smile, bright red hair ...

Thanks to the new Kentro and Kaphiros models, adidas Sport Eyewear proves performance sunglasses are more than sun protection.

So why does a dispute over the size of a rear sprocket — and the gear ratio that provides — have the potential to change the face of global sport regulation? Just like a bike, where that ratio has the ...

Celtic have unveiled their new Adidas home kit for the 2026/27 season, giving supporters their first look at the hoops they’ll wear at Paradise next term – and it’s built around one of the most ...

FDU and Macron are entering unchartered territory with the partnership. But it might be the perfect partnership at the perfect time in college sports.

Slim, versatile and refreshingly restrained, this retro revival achieves the rare feat of feeling both archival and timeless.