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The London Marathon: A Runway for Running Shoes

World Records were smashed at the London Marathon, and the question on many people's minds was "who were they wearing?"


Elite marathons have become part high performance, part shoe runway and the podium has seen drastic changes from decades prior.

 

     

Adidas Counters Nike with Bundesliga Deal

Although Nike claimed Germany's national team kit, Adidas struck back with a Bundesliga deal that is deeper than badging. In a Future Partner deal lasting until 2034 and said to be worth €100m, the pairing combines finance with long term rights, including the match ball. This degree of league-level embedding enables both brands to see how product can be built, not just worn.

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Gamma Waves Links Sports Ownership with Tech Investment

Former Juventus chair, Andrea Agnelli, Italy football international, Giorgio Chiellini and former F1 team CEO, Rocco Benetton, have launched Gamma Waves, a permanent capital platform investing across sports IP and growth stage technology. By pairing ownership of assets with investment in the tech that runs through them, the model creates a closed loop where innovation and need sit inside the same ecosystem.

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Hawk-Eye Challenged

Taiwan-based Osense Technology is developing a domestic ball tracking system for baseball, targeting a market dominated by Sony Sport’s Hawk-Eye Innovations. Ownership of tracking opens up officiating, broadcast augmentation, and betting data markets, making this potentially less about performance tech and more about infrastructure opportunity.

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Feldspar Track. Record.

Sports tech company, Feldspar, has unveiled its sensor-enabled sports surface that records real time force and movement data directly from the ground. By shifting data capture from wearables and cameras into infrastructure, the surface becomes the platform, reducing reliance on athlete adoption and expanding how performance and broadcast data are generated.

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Anta Races Rivals

China’s Anta Sports – one of the world’s largest sportswear groups by revenue - is expanding internationally, opening US retail and scaling its multi-brand portfolio as it targets Nike and Adidas. With control across manufacturing, brand, and distribution, Anta is operating as a fully integrated system at a point where incumbents are showing signs of strain.

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HOK Acquires ROSSETTI to Scale Global Sports Design Capability

Leading sports architects, HOK, has acquired ROSSETTI to expand its global sports, recreation and entertainment practice, adding a Detroit base and even deeper venue expertise to meet demand as venues evolve into performance, media, and commercial ecosystems.

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