Sports and Fashion Correspondent
Mike Sykes is the Sports and Fashion Correspondent at the Business of Fashion. He is based in Washington, D.C. and is laser-focused on covering the sportswear world where it intersects with fashion, tech and more. He founded the Kicks You Wear newsletter in 2019 to bring that coverage to life. Previously, he worked as a sports reporter and editor for USA Today's For The Win. He has a Bachelor's in Communication from Bowie State University and a Masters in Digital Media from American University.
As fashion dives deeper into sports, it can find valuable takeaways the backlash against Sydney Sweeney’s controversial new ad, which is drawing criticism from Olympic athletes.
As fashion dives deeper into sports, it can find valuable takeaways the backlash against Sydney Sweeney’s controversial new ad, which is drawing criticism from Olympic athletes.
Nike will be removed from the S&P 100 later this month as the brand’s stock continues to plummet. This is the latest sign of lost faith in the Portland-based company from industry investors that feels almost impossible to gain back.
Nike will be removed from the S&P 100 later this month as the brand’s stock continues to plummet. This is the latest sign of lost faith in the Portland-based company from industry investors that feels almost impossible to gain back.
Investors couldn’t get enough of sportswear in the marketplace five years ago. These days, judging by how significantly the market capitalisations of the industry’s biggest brands have shrunk, interest has fallen to a post-pandemic low.
Investors couldn’t get enough of sportswear in the marketplace five years ago. These days, judging by how significantly the market capitalisations of the industry’s biggest brands have shrunk, interest has fallen to a post-pandemic low.
While ticket prices have made the Grand Slam tournament more exclusive and less accessible to average fans, brands are stepping up to fill the void, creating tennis-themed experiences throughout the city.
While ticket prices have made the Grand Slam tournament more exclusive and less accessible to average fans, brands are stepping up to fill the void, creating tennis-themed experiences throughout the city.
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Coach, Bape, Hellstar and CeraVé are just some of the brands featured in NBA 2K27, the latest edition of the popular video game series. BoF spoke to Ronnie Singh, head of lifestyle and marketing for the game, about how it’s become a venue for brands large and small to connect with its large community of users and even trial new products.
Coach, Bape, Hellstar and CeraVé are just some of the brands featured in NBA 2K27, the latest edition of the popular video game series. BoF spoke to Ronnie Singh, head of lifestyle and marketing for the game, about how it’s become a venue for brands large and small to connect with its large community of users and even trial new products.
The trend of teams and leagues signing up creative directors to design merchandise and shape their public profiles shows no signs of slowing as sports organisations start to see returns on their investments.
The trend of teams and leagues signing up creative directors to design merchandise and shape their public profiles shows no signs of slowing as sports organisations start to see returns on their investments.
With ticket prices soaring, attending the US Open is becoming a status symbol. Consumers may be angry about it, but fashion sees an opportunity.
With ticket prices soaring, attending the US Open is becoming a status symbol. Consumers may be angry about it, but fashion sees an opportunity.
The league is set to announce a new partnership with Brooklyn-based demi-fine jewellery brand Catbird, its first official jewellery partner, proving that despite recent controversies, the WNBA remains an attractive partner for fashion.
The league is set to announce a new partnership with Brooklyn-based demi-fine jewellery brand Catbird, its first official jewellery partner, proving that despite recent controversies, the WNBA remains an attractive partner for fashion.
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Jordan Brand will soon release the Air Jordan 41 — the latest model in Michael Jordan’s OG signature shoe line. Jason Mayden, Jordan Brand’s vice president of visioneering and chief of design, took some time to chat with The Business of Fashion about the upcoming release, his philosophy around it and why the brand continues to drop a new Air Jordan shoe every year.
Jordan Brand will soon release the Air Jordan 41 — the latest model in Michael Jordan’s OG signature shoe line. Jason Mayden, Jordan Brand’s vice president of visioneering and chief of design, took some time to chat with The Business of Fashion about the upcoming release, his philosophy around it and why the brand continues to drop a new Air Jordan shoe every year.
Skims’ hire of former Supreme executive Erin Magee and promotion of Yeezy alum Kim Schraub to chief brand officer signal changes ahead as the brand tries to separate itself from its activewear rivals.
Skims’ hire of former Supreme executive Erin Magee and promotion of Yeezy alum Kim Schraub to chief brand officer signal changes ahead as the brand tries to separate itself from its activewear rivals.
Nike’s share price has dipped below $40 for the first time in 12 years, a new low point for the company on its comeback trail. But this dip isn’t just a warning sign for Nike — it applies to the sportswear marketplace at large.
Nike’s share price has dipped below $40 for the first time in 12 years, a new low point for the company on its comeback trail. But this dip isn’t just a warning sign for Nike — it applies to the sportswear marketplace at large.
Low-profile sneakers from brands like Onitsuka Tiger and Adidas have emerged as the trendy power players in this year’s back-to-school sneaker conversations. Here’s what it says about the current state of the footwear space.
Low-profile sneakers from brands like Onitsuka Tiger and Adidas have emerged as the trendy power players in this year’s back-to-school sneaker conversations. Here’s what it says about the current state of the footwear space.
In a document filed with the Securities and Exchange Commission, the company’s management has approved a plan for organisational changes expected to cost the brand nearly $300 million. One analyst posited the target could be its struggling subsidiary.
Sluis is taking the reins on the company’s finances as Martin Hoffman continues his transition as the company’s full-chief executive.
The brand’s latest professional sports deal is its first formalwear partnership with a football club in over 20 years.
The California-based luxury brand’s store is its first standalone European destination.
The exhibition, which will pair archival fashion pieces with works of art depicting the human body, will be the first to grace the new 12,000-square-foot Condé M. Nast Galleries space.
Mike Amiri’s namesake brand is diving deeper into the sports world through a new partnership with La Liga’s FC Barcelona.
The partnership includes an apparel collection for all 32 teams across the activewear brand’s men’s and women’s categories.
Maison Kitsuné has appointed British designer Abigail Smith as the brand's new creative director, with her first collection for the brand debuting at Paris Fashion Week.