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US ATHLETES vs RULE 40: London 2012 has been promoted as the ‘first social media Olympics’. Unfortunately, controversy over the past week means it has gotten off to somewhat of a false start.

GERMAN SPORTSWEAR brand Puma has announced it is cutting its product range and culling ambassadors as growth in the US and China fails to offset a slump in its core European market

US ATHLETES vs USOC: As the clock ticks rapidly down to the London Olympics, we have a rather different take on head-to-head this week

Li NING vs ANTA SPORTS: China are the bookies’ favourites to win the most gold medals at London 2012 but which of the two Chinese sports brands associated with the Team China will come out on top? U

NIKE MADE THE headlines at least in the marketing media when its #makeitcount twitter campaign featuring footballers Wayne Rooney and Jack Wilshire was banned by the UK’s Advertising Standard Authority.

HIS OFF PITCH indiscretions may have famously cost him the support of Coke but Wayne Rooney’s other sponsors have proved to have stronger stomachs.

JAMES vs DURANT: NBA kingpin LeBron James is feeling the heat in more ways than one from rising star Kevin Durant, the Oklahoma City Thunder forward who dominated Game One of the NBA finals this week

Nike won't mind Frontloaded posting this shot of American track star Allyson Felix modeling Team USA’s new sprint uniform for London 2012.

THE FUTURE OF x-branding or a tie-up too far? That was the question on analysts lips at the announcement that sports apparel and lifestyle brand Puma has signed a multi-year licensing partnership with…

MEDIA REPORTS claim Euro 2012 seems sure to be the last tournament at which Umbro have its logo on the England shirts

THE EUROPEAN division of Japanese sportswear brand Asics has announced an overall net sales increase of 15

THANKS THIS WEEK to CNBC sports business reporter Darren Rovell (@darrenrovell) who tweeted this image of a t-shirt giveaway at Miami Heat’s home game against the Boston Celtics in the NBA Eastern Conference P…

REGULAR READERS of Frontiers will recall seeing Under Armour featured several times in our pages as we have tracked the brand's expansion ambitions into European football and rugby

FRONTIERS HAS reported before on the aggressive growth targets set by apparel brands adidas and Nike, suggesting the pair could be squaring up for a showdown at London 2012

IN AN AGREEMENT which has amazed some observers, Nike is set to be announced as a Tier 3 partner of the Rio 2016 Olympic Games as well as the official kit partner of Team Brazil at London 2012 and Rio…