Why Nike’s DEI Fight Matters
The EEOC’s claim that Nike has engaged in a pattern of ‘disparate treatment’ against white employees is something everyone should be watching closely.
Sports
How the collision of sports and fashion is creating new opportunities in both industries.
Highlights
Nike Just Turned Costco Into a Hypebeast Playground
Nike’s release of its ‘Costco’ SB Dunk Low might actually be better than the shoes themselves.
Adidas Keeps Thriving in a Chaos-Filled Market
Adidas’ staggering growth continues while the rest of the sportswear industry struggles to find its footing.
Latest News & Analysis
How Thom Browne Went From an Asics Fan to a Collaborator
Thom Browne’s latest collaboration with Asics is the house’s first with a sportswear brand. Could we see more down the line? He answers that and more in this latest interview with The Business of Fashion.
How Thom Browne Went From an Asics Fan to a Collaborator
Thom Browne’s latest collaboration with Asics is the house’s first with a sportswear brand. Could we see more down the line? He answers that and more in this latest interview with The Business of Fashion.
Why Adidas Is Forcing the Return of the Superstar Upon Us
We’ve seen a lot more of Adidas’ classic Superstar sneaker lately. Let’s talk about why this is happening.
Why Adidas Is Forcing the Return of the Superstar Upon Us
We’ve seen a lot more of Adidas’ classic Superstar sneaker lately. Let’s talk about why this is happening.
An Unexpected Adidas Collab Makes Waves at London Fashion Week
Simone Rocha and Adidas team up to bring the first big surprise to the table for London Fashion Week.
An Unexpected Adidas Collab Makes Waves at London Fashion Week
Simone Rocha and Adidas team up to bring the first big surprise to the table for London Fashion Week.
Challenger Brands Are Still Thriving in Sneakers
New Balance revealed its financial numbers for 2025. They paint a very positive picture for all challenger brands in the sportswear space.
Challenger Brands Are Still Thriving in Sneakers
New Balance revealed its financial numbers for 2025. They paint a very positive picture for all challenger brands in the sportswear space.
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Nike Won All-Star Weekend
While the Super Bowl and the opening of the 2026 Milano-Cortina Olympic Games might be in the rearview, we shouldn’t sleep on NBA All-Star Weekend.
Nike Won All-Star Weekend
While the Super Bowl and the opening of the 2026 Milano-Cortina Olympic Games might be in the rearview, we shouldn’t sleep on NBA All-Star Weekend.
Converse Finally Has a New Path Forward
While the Super Bowl and the opening of the 2026 Milano-Cortina Olympic Games might be in the rearview, we shouldn’t sleep on NBA All-Star Weekend.
Converse Finally Has a New Path Forward
While the Super Bowl and the opening of the 2026 Milano-Cortina Olympic Games might be in the rearview, we shouldn’t sleep on NBA All-Star Weekend.
How Fashion Brands Are Winning the Winter Olympics | The Debrief
Strict Olympic marketing rules are forcing brands to get creative. BoF reporters Haley Crawford and Mike Sykes explain how fashion labels are turning the Winter Games into a global advertising moment for winterwear. Plus, they talk about Bad Bunny and all the other fashion moments at the Super Bowl.
How Fashion Brands Are Winning the Winter Olympics | The Debrief
Strict Olympic marketing rules are forcing brands to get creative. BoF reporters Haley Crawford and Mike Sykes explain how fashion labels are turning the Winter Games into a global advertising moment for winterwear. Plus, they talk about Bad Bunny and all the other fashion moments at the Super Bowl.
Nike CEO Hill Sees Turnaround Picking Up From Europe to Asia
Hill faces an uphill battle when it comes to gaining steam in China and rejuvenating the struggling Converse brand.
Nike CEO Hill Sees Turnaround Picking Up From Europe to Asia
Hill faces an uphill battle when it comes to gaining steam in China and rejuvenating the struggling Converse brand.
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The Two Sides of Bad Bunny’s Super Bowl Fashion Choices
Bad Bunny took the fashion world by surprise by wearing Zara for the Super Bowl halftime show. For some, that was a big disappointment.
The Two Sides of Bad Bunny’s Super Bowl Fashion Choices
Bad Bunny took the fashion world by surprise by wearing Zara for the Super Bowl halftime show. For some, that was a big disappointment.
Watch Brands Are Piling Into Pricey Sports Deals. Are They Worth It?
Watchmakers ranging from Omega, Breitling, Rolex and TAG Heuer to indie label Norqain are investing millions in blockbuster sports deals but success is not guaranteed.
Watch Brands Are Piling Into Pricey Sports Deals. Are They Worth It?
Watchmakers ranging from Omega, Breitling, Rolex and TAG Heuer to indie label Norqain are investing millions in blockbuster sports deals but success is not guaranteed.
Why Nike’s DEI Fight Matters
The EEOC’s claim that Nike has engaged in a pattern of ‘disparate treatment’ against white employees is something everyone should be watching closely.
Why Nike’s DEI Fight Matters
The EEOC’s claim that Nike has engaged in a pattern of ‘disparate treatment’ against white employees is something everyone should be watching closely.
How Fashion Is Breaking Through the Super Bowl Noise
Building on fashion’s breakout Super Bowl in 2025, brands are getting even more creative in how they show up this year as the frenzy around the Big Game reaches new heights.
How Fashion Is Breaking Through the Super Bowl Noise
Building on fashion’s breakout Super Bowl in 2025, brands are getting even more creative in how they show up this year as the frenzy around the Big Game reaches new heights.
THE NEWS IN BRIEF
Adidas Profit Forecast Disappoints on Tariffs, Currency Swings
The sportswear brand’s outlook fell short of expectations as US tariffs and adverse currency movements weighed on earnings, dampening investor confidence.
Sportswear Brand On Sees Possible Boost From Lower US Tariff Rate
The Swiss sportswear brand forecast at least 23 percent sales growth in 2026 and an increase in its annual profit margin.
Puma CEO Cites $260 Hyrox Sneaker as Early Step in Turnaround
Chief executive Arthur Hoeld said Puma is counting on training, football, running and ‘sportstyle’ categories to generate profitable growth and buzz.
Puma Forecasts Another Year of Losses, Scraps Dividend
Puma warned 2026 will be a transition year as it liquidates excess inventories, revamps marketing and develops new products to position itself for a turnaround.
Lululemon Faces Second See-Through Leggings Issue in Less Than a Month
A new pair of leggings is being called out for being see-through when wearers bend or squat, adding to the activewear maker’s challenges.
Nike Braces Converse Employees for Job Cuts as Shoe Sales Plunge
The Chuck Taylor maker’s sales plummeted 30 percent in the latest quarter.
Bad Bunny Turns Super Bowl Halftime Into Puerto Rican Love Letter
Wearing a cream-coloured Zara suit and his new Adidas signature sneaker, the BadBo 1.0, the Puerto-Rican singer delivered a vibrant homage to his home.
Under Armour Lifts Annual Forecasts as Turnaround Slows
CEO Kevin Plank has ramped up cost cuts, simplified product mix and rolled out new apparel and footwear styles since returning to the helm in April 2024.