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World Cup effect and running shoes: the trends Intersport is backing for 2026

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World Cup effect and running shoes: the trends Intersport is backing for 2026


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December 29, 2025

The sluggish economic environment is dampening consumer sentiment: many people are holding on to their money rather than shopping extensively. Germany’s largest sports retail group, Intersport, is feeling the effects too and plans to focus on specific themes and trends in the coming year- from football and running to outdoor sports.

The Heilbronn-based sports retailer intends to target specific trends and themes in the coming year – from football and running to outdoor. shutterstock – shutterstock

The men’s World Cup will take place from June 11 to July 19 in the US, Canada, and Mexico- a major event that Intersport is also counting on. “In 2025, what we lacked were major sporting events like the European Football Championship and the Olympics the year before,” said Alexander von Preen, chief executive of Intersport Germany. The DFB team’s matches are scheduled so that they can be watched in the evening in Germany. “These are really favourable conditions for the World Cup.”

All major sporting events are beneficial and encourage people to do more sport. “But football just does it; it stimulates society as a whole in a positive way,” said von Preen. He expects the World Cup to revive interest in team sports. Because “then we will see even more people, more young people in sports clubs.” This area’s share of sales at Intersport had recently dipped slightly.

There is also a strong focus on the sale of shirts: at the home European Championship in 2024, Intersport retailers sold half a million shirts. The DFB team’s pink away shirt in particular struck a chord with customers and was temporarily sold out.

Intersport is banking on this effect again next year. The national team’s home shirt is already available in stores. “The feedback from our retailers when it came to ordering was very, very positive, and the launch of the latest Adidas home shirt has already far exceeded our expectations,” said Intersport executive board member Henriette Tesch, who is responsible for purchasing, among other areas. The same is expected of the away shirt, which Adidas plans to unveil in March.

Intersport’s biggest sales driver is the outdoor category. This includes clothing, shoes, and equipment for activities such as hiking, trekking, and camping. “Outdoor is our most important category- and it’s growing again at a very high, post-pandemic level,” said Tesch. In addition to multifunctional clothing, products that offer protection against UV rays and insects represent a notable innovation in outdoor apparel.

“This is all about health. Many people are no longer interested in achieving the maximum tan, but in protecting their bodies,” said Tesch. Some brands have recognised this and launched corresponding collections. Another continuing trend is that multifunctional jackets, for example, are increasingly visible on the streets.

According to Intersport, running is currently experiencing a boom- driven above all by running communities. “People are going running together- and it’s not about high performance,” said Tesch. It’s more about organising runs as social events and exercising together in groups of like-minded people.

“We benefit from that.” Every year, there are more than 3,000 such running events across Germany. This is reflected in Intersport’s sales- not only through running shoes and clothing, but also through equipment such as hydration systems. “We are currently seeing double-digit growth.” Trends such as Hyrox- an indoor competition in which participants run 1,000 metres eight times and complete workout stations in between- are also positive.

What’s more, Intersport has long observed a convergence of sport and fashion. Sports-inspired clothing such as trainers and leggings has become an integral part of many people’s everyday lives. Now there is another trend: according to Intersport, the classic running shoe is gradually replacing the trainer on the streets. “Take a closer look at people’s feet. In business settings, the white trainer is still firmly established, but you increasingly see running shoes,” said von Preen. With their substantial cushioning and higher soles, they help even non-athletes get through the day comfortably.

“This will support us significantly, especially in the sports shoe business,” said the Intersport boss. “It’s a huge trend. I would say that, compared with the trainer boom, we will now experience this running shoe boom.”

By its own account, Intersport is Germany’s largest sports retail group. It recently had around 700 retailers with more than 1,400 stores nationwide. More than 400 of these also operate under the Intersport name. The group aims to increase its turnover to around six billion euros by 2030- delivering an expected market share of just over 30%.

In 2023/24, retailers’ turnover fell slightly to 3.46 billion euros, partly due to subdued consumer sentiment. However, it said it had gained market share. For the financial year ending in September, von Preen recently anticipated slightly better trading. The retail co-operative generally does not disclose profit figures.

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UK commits $1.25 mn to trade facilitation programme for 2026–29

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UK commits .25 mn to trade facilitation programme for 2026–29



The United Kingdom recently committed £950,000 (~$1.25 million) in funding for the ‘Accelerate Trade Facilitation’ programme for the 2026-2029 period.

The programme is jointly implemented by UN Trade and Development (UNCTAD), the World Customs Organization and UK Customs.

The UK has committed around $1.25 million in funding for the ‘Accelerate Trade Facilitation’ programme for the 2026-2029 period.
The programme is jointly implemented by UNCTAD, the World Customs Organization and UK Customs.
The latest phase will expand the programme’s capacity-building activities and introduce the Reform Tracker tool to up to three additional countries.

For more than a decade, the programme has supported over 30 economies to speed up the movement of goods and strengthen cooperation between the public and private sectors.

“We will build on the strong and sustained impact achieved by partner countries over the last 11 years of the programme, strengthening national trade facilitation committees and driving practical, lasting reforms that make trade simpler, faster and more inclusive while supporting economic growth,” said Megan Shaw, deputy director of international customs and border engagement at UK Customs in an UNCTAD release.

The programme will continue to place national trade facilitation committees (NTFCs) at the core of its work. NTFCs serve as coordination platforms where government agencies and businesses identify bottlenecks, agree on priorities and advance trade facilitation reforms.

UNCTAD has supported them through specialised training, including via its trade facilitation e-learning platform, and practical tools such as the Reform Tracker. The tool helps countries monitor progress on trade facilitation reforms and keep society-wide collaborators aligned.

“These reforms contribute to a trading environment that is faster, cheaper, more transparent and more predictable—conditions that help businesses compete and grow,” said Angel Gonzalez Sanz, officer-in-charge of UNCTAD’s division on technology and logistics.

The 2026-2029 phase will expand the programme’s capacity-building activities and introduce the Reform Tracker to up to three additional countries.

These efforts will help deepen digitalisation and improve coordination between border agencies—measures crucial to reducing costs and processing times for traders.

Fibre2Fashion News Desk (DS)



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Sweden’s H&M’s Q1 FY26 sales dip but margins improve on cost control

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Sweden’s H&M’s Q1 FY26 sales dip but margins improve on cost control



Swedish clothing house H&M Hennes & Mauritz AB has reported net sales of SEK 49,607 million (~$4.72 billion) in the first quarter (Q1) of fiscal 2026 (FY26) ended February 28, with sales in local currencies declining by 1 per cent year-on-year (YoY), alongside a roughly 4 per cent reduction in store count.

The gross profit reached SEK 25,138 million (~$2.39 billion), with the gross margin improving to 50.7 per cent from 49.1 per cent a year earlier, supported by lower markdown costs and more efficient sourcing.

H&M has reported net sales of SEK 49,607 million (~$4.72 billion) in Q1 FY26, with sales down 1 per cent in local currencies.
Improved cost control lifted gross margin to 50.7 per cent and operating profit rose 26 per cent.
The net profit increased to SEK 704 million (~$75.05 million), while inventory fell 16 per cent.
Currency effects weighed on revenue despite stronger margins and improving sales.

The operating profit rose by 26 per cent to SEK 1,512 million, lifting the operating margin to 3 per cent from 2.2 per cent. Selling and administrative expenses declined by 1 per cent in local currencies and by 9 per cent in SEK terms, reflecting continued cost discipline, H&M said in a press release.

The net profit after tax (PAT) increased to SEK 704 million (~$75.05 million), with earnings per share (EPS) improving to SEK 0.45 from SEK 0.37. Inventory management also showed progress, with stock-in-trade falling 16 per cent to SEK 34,608 million, indicating improved inventory productivity.

However, sales in SEK terms were impacted by a currency translation effect of just over 9 percentage points due to the strengthened Swedish krona. The quarter began with weaker demand following strong Black Friday trading, though sales trends improved towards the end, supported by spring collections.

“Good cost control and improved gross margin contributed to strengthened profitability in a quarter marked by cautious consumption and large currency translation effects,” said Daniel Erver, CEO at H&M.

Looking ahead, H&M expects March 2026 sales to rise by 1 per cent in local currencies. The company also highlighted its sustainability progress, noting that 32 per cent of materials used in 2025 were recycled, while 91 per cent were either recycled or sustainably sourced.

Fibre2Fashion News Desk (SG)



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EU-funded RegioGreenTex pushes 25 SME pilots to commercialisation

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EU-funded RegioGreenTex pushes 25 SME pilots to commercialisation



A total of 25 pilot investments led by small and medium enterprises (SMEs) have progressed from the lab to near-market stage under RegioGreenTex, a three-year European Union (EU)-funded project that recently concluded. Most of these are expected to be commercialised within one to three years.

Twenty five pilot investments led by SMEs moved from lab to near‑market under RegioGreenTex, an EU-funded project that ended recently.
Most of these are expected to commercialise in one to three years.
Five regional hubs mapped SME needs and developed services and value chains as well as tools to help SMEs.
These are now open for collaboration and the pilot portfolio is primed for investors and adopters.

At least 70 per cent of the EU grant was allocated to SMEs. A total of 43 partners from 11 regions across eight countries participated in the project, leveraging their expertise towards a common goal of advancing industry and research.

RegioGreenTex was one of the first projects funded under the Interregional Innovation Investments (I3) Instrument programme that focused on process, service and business model innovation, developing advanced textile recycling technologies, regional recycling hubs, and a digital ecosystem for matchmaking and capacity building.

Five regional hubs mapped SME needs and developed services and value chains as well as tools that keep helping SMEs, an official release said.

The RegioGreenTex Digital Tool keeps matchmaking, sharing trainings and hosting the participants’ knowledge base.

The Waste Wizard shows how artificial intelligence-enhanced matchmaking can link leftover textiles with the right reuse or recycling routes.

From recycled-content yarn processes (Tintex) to Recycrom low-impact dyeing (Officina39), ultrasonic quilting for full recyclability (Rovitex) and hybrid recycled-fibre yarns (Hilaturas Mar), the pilots showed concrete, repeatable ways to cut impact without losing performance.

The hubs are now open for collaboration, the digital tools are live and the pilot portfolio is primed for investors and adopters.

Fibre2Fashion News Desk (DS)



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