AI Evolution for Sporting Goods: Is your brand ready?

The way athletes search for products, gather information and make purchases is changing. Artificial intelligence is already influencing their customer journey, and brands must adapt in order to maintain visibility, relevance and conversions.

In our new Insight Report, “AI Evolution for Sporting Goods”, we explore how AI is transforming the digital marketing landscape for the sports sector and what brands need to do to stay competitive.

The report reveals that:

• The sports market is growing strongly, driven by new generations: the number of people practising sport in North America and the EU exceeded 1 billion in 2025, with Gen Z playing an increasingly prominent role — and becoming ever more reliant on AI for their purchasing decisions.
• Search has become a conversation: 28% of sports practitioners already use AI chatbots to search for products, almost double the general average. Queries are growing longer, more contextual and more personal, and brands need to learn how to be recommended by LLMs.
• Advertising is entering the conversational era: between ads in AI Overviews and in-chat product placement, the new competitive advantage is built on relevance during the exploration phase, not on interruption.

What will you find inside the report?

• An analysis of market trends and the new behaviours of sports practitioners in Europe and North America
• A guide to the transition from SEO to GEO, with concrete case studies from the sporting goods sector
• An in-depth look at the new frontier of advertising in the AI era

Fill in the form to read the report.