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Beyond Hype: Scarcity Shoppers Can Believe In
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.
Challenger Brands Are Still Thriving in Sneakers
New Balance revealed its financial numbers for 2025. They paint a very positive picture for all challenger brands in the sportswear space.
Anta Just Saved Puma
After months of speculation, Anta has finally acquired the Pinault family’s 29 percent stake in Puma. Suddenly, the brand’s future doesn’t seem so bleak.
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 Debrief | The Sneaker of the Year 2025
BoF’s Brian Baskin and Sheena Butler-Young sit down with Mike Sykes to unpack the elusive 2025 sneaker of the year.
The Sneakers That Mattered Most in 2025
The Business of Fashion crunched the numbers, polled readers and spoke with leading sneaker authorities to identify the shoes that defined the market this year – and pointed the way to what’s coming next.
TAG Heuer and New Balance Team Up on a High-End Collaboration
The companies are releasing a co-branded smartwatch and running shoe as they look to burnish their high-performance credentials.
Skate Sneakers Are Catching Air Again
Despite sluggish sales in recent years, skate sneakers are finding momentum again as a value-priced option fuelled by innovative designs.
How Brands Are Getting Reddit Marketing Right
From informing shoppers at the research stage to triggering a Super Bowl campaign, Reddit is becoming a gold mine for consumer insights and conversions alike.
New Balance Bets Its Basketball Future on Cooper Flagg
The brand known for its running shoes is making its mark in the basketball business after signing 18-year-old NBA Draft top pick Cooper Flagg.