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.
The launch of Nike’s new Vegum Run shoes exclusively in India lays a groundwork for a new production cycle that could give the brand a leg up in its different geographies moving forward.
A muted comeback for the ‘Royal’ Air Jordan 1 exposes cracks in Nike’s turnaround effort. BoF’s Mike Sykes joins Sheena Butler-Young to unpack why scarcity alone won’t save Jordan brand and what it will take for Elliott Hill’s Nike to feel essential again.
Despite struggles in the sportswear industry, Asics has maintained its momentum so far in 2026. Asics president and chief operating officer Mitsuyuki Tominaga explains how the company turned things around over the last decade and how it’ll keep moving forward.
Brands are finding success with products that are scarce because of real constraints, such as the materials and craftsmanship involved, as consumers tire of chasing limited drops engineered to sell out.
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Investors are looking for sportswear’s next hit product as the Adidas Samba craze loses steam. Adidas, Puma and Vans-owner VF Corp will have a chance to sell them on what’s next during their respective earnings calls this week.
Adidas’ preliminary earnings report shows that the brand is still growing at record rates. How long can it keep it up?
The next two weeks will be a bellwether for sportswear as a run of earnings reports are published by some of the industry’s giants.
Vuori’s new womenswear edit features vintage denim, cashmere sweater tops and suave outerwear pieces, moving the brand beyond its activewear roots. We’re seeing this trend more and more across the fashion spectrum.
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Nike is reducing the number of Jordans it puts on the market as it tries to restore the brand’s exclusivity and pull it out of a slump. Experts say it will take more than reducing supply to fix the problem.
At a time when Nike and Adidas are doubling down on sports and athletes, Under Armour is leaning further into partnerships with entertainers and influencers like Twitch streamer Rakai, whose first shoe with the brand drops this week.
Brands such as J.Crew, Tuckernuck, and Pacsun are collaborating with sports labels and organisations to create products for women that look more like fashion than your standard sports merchandise with a team logo.
When Nike is at its peak, there’s usually a central product that gives it a cultural resonance that no other brand can touch. Typically, that’s come from Jordan Brand’s retro business. With that no longer working, let’s talk about where the brand can turn.
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.