---
title: Insights: What I track | Marcel Melzig
url: https://marcelmelzig.com/insights
---

# Six signals Marcel Melzig reads every quarter

The themes Marcel writes about on LinkedIn every week, each with the post readers engaged with most (reactions as of 1 Nov 2026).

## 01 Sport as the stage

World Cup, marathon majors, HYROX: where brands win attention and product credibility in one moment.

Sources: Match data, Race results, Deals

Most-read post (Jul 2026): [Nike scored 151 goals at this World Cup. adidas scored 116.](https://www.linkedin.com/posts/marcelmelzig_nike-scored-151-goals-at-this-world-cup-activity-7485970981375807488-BqT8) · 717 reactions · 140 comments

## 02 Wholesale vs. direct

Who really owns the customer: channel mix, full-price share and distribution discipline behind the headline numbers.

Sources: Earnings, Channel data

Most-read post (Apr 2026): [If Nike can't make D2C-first work, who can?](https://www.linkedin.com/posts/marcelmelzig_if-nike-cant-make-d2c-first-work-who-can-activity-7445017201293787136-hBKk) · 146 reactions · 44 comments

## 03 Luxury meets sport

Formula 1 deals, groups buying sportswear, maisons at the start line: why the convergence is infrastructure, not marketing.

Sources: M&A, Sponsorships

Most-read post (Mar 2026): [ANTA: the LVMH of sportswear](https://www.linkedin.com/posts/marcelmelzig_anta-the-lvmh-of-sportswear-anta-just-became-activity-7440321289711509505-ZOdr) · 264 reactions · 33 comments

## 04 Brand heat & resale

The secondary market as the honest price signal: who gains desire, who loses it, quarter by quarter.

Sources: Lyst Index, StockX, Auctions

Most-read post (Aug 2026): [The surprise winners of StockX's 2026 resale race](https://www.linkedin.com/posts/marcelmelzig_the-surprise-winners-of-stockxs-2026-resale-activity-7493576096160878592-z1lq) · 284 reactions · 29 comments

## 05 AI visibility & agentic commerce

What AI models recommend when a customer asks, and what that means for brands that are known but not chosen.

Sources: Own benchmarks, AI audits

Most-read post (Mar 2026): [AI knows every outdoor brand on this list. It recommends only 4.](https://www.linkedin.com/posts/marcelmelzig_ai-knows-every-outdoor-brand-on-this-list-activity-7442857390787567616-TmMe) · 259 reactions · 168 comments

## 06 Where luxury growth moves

Jewelry, beauty and experience are outgrowing bags: the category shifts behind luxury earnings.

Sources: Earnings, Consumer studies

Most-read post (Mar 2026): [Your luxury handbag is no longer your biggest status symbol](https://www.linkedin.com/posts/marcelmelzig_your-luxury-handbag-is-no-longer-your-biggest-activity-7438134737950388224-kFHk) · 149 reactions · 14 comments

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