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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 Most Interesting Sneakers of 2026 Aren’t Really Sneakers

The ‘sneaker-of-the-year’ conversation has traditionally revolved around models that meet what most people consider a typical sneaker. In 2026, that conversation is shaping up differently.

Sports

Can Nike’s New ‘Supershoe’ Give It a Much-Needed Win?

The beleaguered sportswear giant is hoping its Alphafly 4 model will bring some added shine to one of the few bright spots in its portfolio: its running category.

Sports

On’s Big Coup With Kylian Mbappé

Not only has On announced its expansion into football, but it did so while snatching the best footballer in the world away from Nike.

Sports

The Lessons for Fashion in Sydney Sweeney’s Latest Ad Controversy

As fashion dives deeper into sports, it can find valuable takeaways in the backlash against Sydney Sweeney’s controversial new ad, which is drawing criticism from Olympic athletes.

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Sports

A Look at Investors’ Dwindling Faith in Sportswear

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.

Sports

How NBA 2K Became a Fashion Playground

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.

Sports

Fashion Capitalises on a More Exclusive US Open

With ticket prices soaring, attending the US Open is becoming a status symbol. Consumers may be angry about it, but fashion sees an opportunity.

Sports

Exploring Jordan Brand’s Philosophy on the Air Jordan 41

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.

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Sports

Can Skims Level Up by Hiring Supreme’s Former Creative Chief?

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.

Sports

Nike’s Stock Dip Is a Sign of the Times for Sportswear

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.

Sports

The Sneakers Winning the Back-to-School Battle

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.

Sports

Sportswear Is Suffering a World Cup Hangover

The World Cup halo that sportswear was hoping would last well after the tournament doesn’t seem to be present, according to the latest data from Bank of America.

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