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.
Sports
How the collision of sports and fashion is creating new opportunities in both industries.
Why Every Fashion Brand Thinks It’s a Sportswear Label Now
From Balenciaga to Old Navy, all sorts of fashion brands are attempting to capitalise on the activewear boom with collections of sweats, shorts and workout tees. Sometimes these clothes stick the landing, but it often comes off as just sweaty.
Why Every Fashion Brand Thinks It’s a Sportswear Label Now
From Balenciaga to Old Navy, all sorts of fashion brands are attempting to capitalise on the activewear boom with collections of sweats, shorts and workout tees. Sometimes these clothes stick the landing, but it often comes off as just sweaty.
Balenciaga Embraces Sports. Will Sports Return The Love?
Pierpaolo Piccioli is embracing sports in a major way with Balenciaga’s new Pre-Fall 2026 collection. It’s a bit of a risky move, but the question is whether it’ll work with fans from both sides of the fashion and sports aisles.
Balenciaga Embraces Sports. Will Sports Return The Love?
Pierpaolo Piccioli is embracing sports in a major way with Balenciaga’s new Pre-Fall 2026 collection. It’s a bit of a risky move, but the question is whether it’ll work with fans from both sides of the fashion and sports aisles.
Nike’s Hottest Shoe Isn’t a Sneaker
StockX’s newest ‘Big Facts’ report shows that one of Nike’s hottest sneakers of the year wasn’t actually a sneaker at all.
Nike’s Hottest Shoe Isn’t a Sneaker
StockX’s newest ‘Big Facts’ report shows that one of Nike’s hottest sneakers of the year wasn’t actually a sneaker at all.
Have Sneaker Sales Finally Peaked?
Sneakers have dominated the footwear business for years, driven by constant growth from industry leaders like Nike and Adidas. Now, questions are rising about how much further that growth can go.
Have Sneaker Sales Finally Peaked?
Sneakers have dominated the footwear business for years, driven by constant growth from industry leaders like Nike and Adidas. Now, questions are rising about how much further that growth can go.
A Warning Sign for Adidas
Bank of America’s double-downgrade on Adidas should serve as a wakeup call for the brand as it goes into the new year.
A Warning Sign for Adidas
Bank of America’s double-downgrade on Adidas should serve as a wakeup call for the brand as it goes into the new year.
Five Sports X Fashion Storylines to Watch in 2026
Sports and fashion had a watershed moment in 2025 as the two industries continued to converge. 2026 will be similar. Here’s what to watch for early on in the year.
Five Sports X Fashion Storylines to Watch in 2026
Sports and fashion had a watershed moment in 2025 as the two industries continued to converge. 2026 will be similar. Here’s what to watch for early on in the year.
The Future of Converse
Nike CEO Elliott Hill highlighted Converse’s turnaround as one of Nike’s must-dos for 2026, but would the company be better off passing the brand’s problems onto a new owner?
The Future of Converse
Nike CEO Elliott Hill highlighted Converse’s turnaround as one of Nike’s must-dos for 2026, but would the company be better off passing the brand’s problems onto a new owner?
Opinion: The World Cup Is Nike’s to Lose Versus Adidas
CEO Elliott Hill must see off both Adidas and upstarts to make the most of the World Cup opportunity, writes Andrea Felsted.
Opinion: The World Cup Is Nike’s to Lose Versus Adidas
CEO Elliott Hill must see off both Adidas and upstarts to make the most of the World Cup opportunity, writes Andrea Felsted.
The Best of BoF 2025: Fashion and Sports Forge a Powerful Alliance
As the fashion world navigated a tough year filled with macroeconomic headwinds and deep consumer pessimism in key marketplaces, the sports industry proved to be a bit of a guiding light.
The Best of BoF 2025: Fashion and Sports Forge a Powerful Alliance
As the fashion world navigated a tough year filled with macroeconomic headwinds and deep consumer pessimism in key marketplaces, the sports industry proved to be a bit of a guiding light.
Nike Is In Its ‘Middle Innings,’ But Is The Home Stretch Close?
Elliott Hill continued to preach patience as Nike reported another quarter of modest growth and set its agenda for 2026.
Nike Is In Its ‘Middle Innings,’ But Is The Home Stretch Close?
Elliott Hill continued to preach patience as Nike reported another quarter of modest growth and set its agenda for 2026.
The Sneaker of the Year 2025 | The Debrief
BoF’s Brian Baskin and Sheena Butler-Young sit down with Mike Sykes to unpack the elusive 2025 sneaker of the year.
The Sneaker of the Year 2025 | The Debrief
BoF’s Brian Baskin and Sheena Butler-Young sit down with Mike Sykes to unpack the elusive 2025 sneaker of the year.
Big Marketing Push by Nike Is Unlikely to Boost Earnings Just Yet
The sportswear giant is expected to report that net profit fell for the sixth straight quarter in the three months ended Nov. 30, more than halving to $562.35 million.
Big Marketing Push by Nike Is Unlikely to Boost Earnings Just Yet
The sportswear giant is expected to report that net profit fell for the sixth straight quarter in the three months ended Nov. 30, more than halving to $562.35 million.
THE NEWS IN BRIEF
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.