Wildberries, part of the RWB group, has launched WB Sport, a new digital platform integrated into its mobile application. This initiative consolidates sports equipment, apparel, and fan merchandise from various brands into a single ecosystem. The platform features personalized recommendations, thematic collections, and dedicated sections for activities such as running, padel, yoga, cycling, football, and hockey.
The platform includes an online magazine featuring expert articles, industry trends, and interviews with athletes and coaches. This content aims to provide guidance for both professional and amateur sports enthusiasts. According to RWB founder Tatyana Kim, the project is designed to support active lifestyles by combining retail offerings with educational content and community engagement tools.
Previously, Wildberries focused on sports through individual partnerships with clubs and federations. The launch of WB Sport marks a shift toward a unified infrastructure. The platform's first integration was the Pink Run event held in Moscow on October 3, 2026. Users can access the new section directly through the catalog in the Wildberries mobile application.
Looking ahead, the company plans to scale WB Sport by expanding the range of sports disciplines, brand partnerships, and editorial content. Future developments will include new digital solutions and formats intended to foster a community around sports and healthy living. The platform is currently available to all users of the Wildberries mobile application.
