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The Business of Fashion

The Kicks You Wear

Drilling down on the red-hot intersection between sports and fashion, from who's up and who’s down in the sneaker world to the latest game-changing sponsorship deals.
Sports

The Sports Moments Fashion Is Eyeing After the World Cup

The World Cup might be over, but there are still several events coming up on the sports calendar that also offer a stage for fashion brands.

Sports

The Sports Moments Fashion Is Eyeing After the World Cup

The World Cup might be over, but there are still several events coming up on the sports calendar that also offer a stage for fashion brands.

Sports

All the Ways Adidas Will Win From the World Cup Final

After Argentina’s comeback victory over England in the World Cup, the competition will come down to two Adidas teams, giving the brand a variety of ways to capitalise on the biggest stage in sports.

Sports

All the Ways Adidas Will Win From the World Cup Final

After Argentina’s comeback victory over England in the World Cup, the competition will come down to two Adidas teams, giving the brand a variety of ways to capitalise on the biggest stage in sports.

Sports

Sportswear’s Giants Prepare for a Perfect World Cup Ending

As we enter the final week of the World Cup, Nike and Adidas are the only two sportswear brands left standing in the tournament. The stakes are high for everyone involved.

Sports

Sportswear’s Giants Prepare for a Perfect World Cup Ending

As we enter the final week of the World Cup, Nike and Adidas are the only two sportswear brands left standing in the tournament. The stakes are high for everyone involved.

Sports

Adidas Got an Early Lead Stealing the World Cup Spotlight

Data through the end of June suggests Adidas edged out Nike in grabbing attention, but there’s still plenty of time left in the tournament.

Sports

Adidas Got an Early Lead Stealing the World Cup Spotlight

Data through the end of June suggests Adidas edged out Nike in grabbing attention, but there’s still plenty of time left in the tournament.

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Sports

Travis Kelce Is Becoming Fashion’s New Favourite Athlete

The NFL star and new husband of Taylor Swift has been one of fashion’s preferred collaborators in the past year. Now that his celebrity has risen to new heights, his presence in fashion is set to take off.

Sports

Travis Kelce Is Becoming Fashion’s New Favourite Athlete

The NFL star and new husband of Taylor Swift has been one of fashion’s preferred collaborators in the past year. Now that his celebrity has risen to new heights, his presence in fashion is set to take off.

Sports

Fashion’s Golden Opportunity in Team USA’s World Cup Moment

The US men’s national team is on its best run in decades, and shoppers want to be in on the moment. Will fashion join the party?

Sports

Fashion’s Golden Opportunity in Team USA’s World Cup Moment

The US men’s national team is on its best run in decades, and shoppers want to be in on the moment. Will fashion join the party?

Sports

Nike’s Comeback Is Still Stuck in Slow Motion

Nike is set to report its fourth-quarter and full-year results late on Tuesday. While these results will be meaningful in dissecting the company’s past year, the next quarter to come will be more indicative of Nike’s future.

Sports

Nike’s Comeback Is Still Stuck in Slow Motion

Nike is set to report its fourth-quarter and full-year results late on Tuesday. While these results will be meaningful in dissecting the company’s past year, the next quarter to come will be more indicative of Nike’s future.

Sports

Nike and Adidas Are Taking the World Cup to the Street

Nike and Adidas have been jostling for position with their World Cup activations for months now. This weekend, that battle will spill into the streets of New York City.

Sports

Nike and Adidas Are Taking the World Cup to the Street

Nike and Adidas have been jostling for position with their World Cup activations for months now. This weekend, that battle will spill into the streets of New York City.

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Sports

Why Tech Wear Is Crashing Paris Fashion Week

The running category will be more present than ever before at Paris Fashion Week, as brands like Hoka, Satisfy and more descend upon one of fashion’s biggest moments of the

Sports

Why Tech Wear Is Crashing Paris Fashion Week

The running category will be more present than ever before at Paris Fashion Week, as brands like Hoka, Satisfy and more descend upon one of fashion’s biggest moments of the

Sports

Why Converse’s Future Is Now an Even Bigger Question

NBA superstar Shai Gilgeous-Alexander was the headliner for Nike’s struggling Converse brand. Now, Nike is moving him under its own label, raising questions about its plans for its flagging subsidiary.

Sports

Why Converse’s Future Is Now an Even Bigger Question

NBA superstar Shai Gilgeous-Alexander was the headliner for Nike’s struggling Converse brand. Now, Nike is moving him under its own label, raising questions about its plans for its flagging subsidiary.

Sports

Knicks Fashion Fever Is Only Just Beginning

The New York Knicks’ first NBA championship in 53 years has sparked a true zeitgeist moment that fashion is infiltrating at all levels.

Sports

Knicks Fashion Fever Is Only Just Beginning

The New York Knicks’ first NBA championship in 53 years has sparked a true zeitgeist moment that fashion is infiltrating at all levels.

Sports

How Nike’s World Cup Strategy Is Playing Out in Stores

Nike has successfully created a moment around the World Cup, but can its products sustain that momentum? That’s the biggest question the brand will face over these next few weeks.

Sports

How Nike’s World Cup Strategy Is Playing Out in Stores

Nike has successfully created a moment around the World Cup, but can its products sustain that momentum? That’s the biggest question the brand will face over these next few weeks.

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