Sports

adidas celebrated the 30th year of its partnership with Zinedine Zidane with a limited series of football boots designed for him, and this move became one of the most talked-about sports stories in France. In the same period, Kylian Mbappé's move to On put Nike's position in France at the center of debate, and Le Monde examined in detail the decline Nike has experienced with this transfer. On, meanwhile, made a major leap with this transfer and became the main headline of sports media. Decathlon showed its weight on the retail side with store expansion in France and team investments, while Kipsta accompanied this growth through its own football brand. ASICS reached urban runners directly with running events and activation campaigns in Paris. PUMA and New Balance were named in research on the boot and shoe models preferred by Ligue 1 players, while Under Armour made it onto lists in France for running and sportswear. On the cycling side, Castelli continued to capture the attention of its audience with expert equipment news.

In France's sports equipment market, football remains the main arena of competition, and player transfers can change brand values overnight. Which brands will survive on Ligue 1 pitches next season will show the lasting impact of these transfers and partnerships.