Andy DevaneyUsain Bolt named ‘Ultimate Legend’ to promote the World Athletics Ultimate Championship 2026, celebrating the sport’s biggest stars.
Olympic legend Dame Denise Lewis joins England Golf as Ambassador to lead ‘Game Changers’ and inspire future generations.
adidas debuts ‘You Got This’ campaign with Travis Hunter and Trevor Lawrence, blending football, friendship and a Footloose-inspired film.
Letsile Tebogo isn’t just fast—he’s the kind of fast that makes the stopwatch blush. From his beginnings in Gaborone to standing on the Olympic podium…
Four unforgettable underdog wins—Leicester City, Eagles, Costa Rica, South Korea—that rewrote sport’s script and ignited global pride worldwide.
ROUVY launches the full IRONMAN Nice course with Sam Long’s climbing workout, letting athletes train virtually for race day.
Ben CourtHYROX expands Athlete License program for elite competitors with anti-doping compliance, priority slots, and mandatory registration.
Dame Kelly Holmes joins Solgar as official Ambassador for Pacers at AJ Bell Great North Run 2025 in Newcastle.
British explorer Louis Alexander attempts Australian Capitals Run: eight marathons in eight days, testing endurance, resilience and adventure spirit.
Alison Lee returns at the Aramco Houston Championship, her first tournament since giving birth earlier this year.