Nike
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.
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.
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.
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.
The TikTok-Savvy Activewear Brands Stealing Market Share
A crop of small but emerging brands is capitalising on demand for novelty in the category, using TikTok-savvy marketing and a lifestyle-driven position to chip away at the dominance of established players like Lululemon.
The TikTok-Savvy Activewear Brands Stealing Market Share
A crop of small but emerging brands is capitalising on demand for novelty in the category, using TikTok-savvy marketing and a lifestyle-driven position to chip away at the dominance of established players like Lululemon.
The World Cup Is a Milestone Moment for Recycled Polyester
With a majority of team kits supplied by Nike, Adidas and Puma all incorporating textile-to-textile recycled polyester, the world’s most-watched sporting event is providing a showcase for the next-gen material's performance and growing use
The World Cup Is a Milestone Moment for Recycled Polyester
With a majority of team kits supplied by Nike, Adidas and Puma all incorporating textile-to-textile recycled polyester, the world’s most-watched sporting event is providing a showcase for the next-gen material's performance and growing use
The Strategy Behind Nike’s Colossal World Cup Bet
A blockbuster spot featuring superstars from Kylian Mbappé to Kim Kardashian is just part of the US sportswear giant’s huge bet on a blend of football and culture to connect with consumers on its home turf and beyond as it seeks to use the biggest World Cup in history to reignite brand heat and sales.
The Strategy Behind Nike’s Colossal World Cup Bet
A blockbuster spot featuring superstars from Kylian Mbappé to Kim Kardashian is just part of the US sportswear giant’s huge bet on a blend of football and culture to connect with consumers on its home turf and beyond as it seeks to use the biggest World Cup in history to reignite brand heat and sales.
The Multibillion Dollar Battle for a Fragmented World Cup
More teams, more countries and a massive push into the American mainstream. Here is how sportswear giants and fashion houses are lining up.
The Multibillion Dollar Battle for a Fragmented World Cup
More teams, more countries and a massive push into the American mainstream. Here is how sportswear giants and fashion houses are lining up.
Nike’s World Cup Takeover Is Off to a Hot Start
Nike’s new World Cup ad brings a jolt of star power like LeBron James and Kim Kardashian to go along with the football royalty featured. But can it boost the brand’s standing in the sport?
Nike’s World Cup Takeover Is Off to a Hot Start
Nike’s new World Cup ad brings a jolt of star power like LeBron James and Kim Kardashian to go along with the football royalty featured. But can it boost the brand’s standing in the sport?
Knowledge Report | Building Cultural Relevance on TikTok
To recapture consumer attention and inspire loyalty, brands and publishers are exploring new creative approaches on TikTok. This knowledge report examines how players in the fashion, beauty and media industries can leverage cultural capital and creator partnerships to grow their own fan communities.
Knowledge Report | Building Cultural Relevance on TikTok
To recapture consumer attention and inspire loyalty, brands and publishers are exploring new creative approaches on TikTok. This knowledge report examines how players in the fashion, beauty and media industries can leverage cultural capital and creator partnerships to grow their own fan communities.
How to Sell Aspiration in 2026
From Nike’s controversial Boston Marathon ad to the Met Gala, brands are grappling with how to sell aspiration without alienating people in a politically charged US market. ‘Exclusivity shouldn’t be about shutting people out, but calling the right people in.’
How to Sell Aspiration in 2026
From Nike’s controversial Boston Marathon ad to the Met Gala, brands are grappling with how to sell aspiration without alienating people in a politically charged US market. ‘Exclusivity shouldn’t be about shutting people out, but calling the right people in.’
For Adidas, Making Marathon History Worked Well
Adidas’ performance at the London Marathon established it as a leader in the running category.
For Adidas, Making Marathon History Worked Well
Adidas’ performance at the London Marathon established it as a leader in the running category.