World IP Day 2026 – IP and Sports: Ready, Set, Innovate – highlights how creativity and innovation, backed by IP rights, keep the world of sports thriving, dynamic and accessible for everyone, everywhere.

In sport, performance gets the headlines—but design is what wins the shelf. From high-tech running shoes to engineered sportswear, today’s products aren’t just functional. They’re carefully designed assets that influence buying decisions, reinforce brand identity, and drive serious commercial value. Yet many sports businesses overlook one critical step: protecting those designs.