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activewear

Sports

How the Winterwear Boom Reshaped Fashion’s Olympic Playbook

At Milano Cortina, brands are turning the Winter Games into a category marketing machine for winterwear, using uniforms, fan gear and post-Games athlete deals to drive growth.

Sports

How the Winterwear Boom Reshaped Fashion’s Olympic Playbook

At Milano Cortina, brands are turning the Winter Games into a category marketing machine for winterwear, using uniforms, fan gear and post-Games athlete deals to drive growth.


Sports

Tracksmith Founder Passes CEO Baton to Converse Veteran

Matt Taylor, founder of the collegiate-inspired running brand will be succeeded by Jared Carver, Converse’s former CEO and president.

Sports

Tracksmith Founder Passes CEO Baton to Converse Veteran

Matt Taylor, founder of the collegiate-inspired running brand will be succeeded by Jared Carver, Converse’s former CEO and president.


Retail

Fashion Enters Its Wellbeing Era

Fashion brands are opening wellbeing-adjacent 'third spaces' and seeking other opportunities to integrate wellness as shoppers devote more spending to their health, according to the BoF-McKinsey State of Fashion 2026.

Retail

Fashion Enters Its Wellbeing Era

Fashion brands are opening wellbeing-adjacent 'third spaces' and seeking other opportunities to integrate wellness as shoppers devote more spending to their health, according to the BoF-McKinsey State of Fashion 2026.


Sports

Lululemon Founder Slams Board After See-Through Leggings Fiasco

Founder Chip Wilson criticised the company’s board as an ‘operational failure’ following the poor launch of its Get Low see-through leggings.

Sports

Lululemon Founder Slams Board After See-Through Leggings Fiasco

Founder Chip Wilson criticised the company’s board as an ‘operational failure’ following the poor launch of its Get Low see-through leggings.


Sports

Lululemon Pauses Online Sales of Sheer Leggings That Aren’t ‘Squat Proof’

The Get Low collection is still available in stores, but online sales have been temporarily paused, Bloomberg reported.

Sports

Lululemon Pauses Online Sales of Sheer Leggings That Aren’t ‘Squat Proof’

The Get Low collection is still available in stores, but online sales have been temporarily paused, Bloomberg reported.


Sports

Why Every Fashion Brand Thinks It’s a Sportswear Label Now

From Balenciaga to Old Navy, all sorts of fashion brands are attempting to capitalise on the activewear boom with collections of sweats, shorts and workout tees. Sometimes these clothes stick the landing, but it often comes off as just sweaty.

Sports

Why Every Fashion Brand Thinks It’s a Sportswear Label Now

From Balenciaga to Old Navy, all sorts of fashion brands are attempting to capitalise on the activewear boom with collections of sweats, shorts and workout tees. Sometimes these clothes stick the landing, but it often comes off as just sweaty.


Technology

JD Sports Will Make It Easier for Shoppers to Buy Through AI Platforms

The British sportswear retailer is enabling ‘one-click purchases’ through AI platforms such as ChatGPT and Microsoft Copilot, beginning in the US.

Technology

JD Sports Will Make It Easier for Shoppers to Buy Through AI Platforms

The British sportswear retailer is enabling ‘one-click purchases’ through AI platforms such as ChatGPT and Microsoft Copilot, beginning in the US.


Sports

Mammut Owner Weighs Sale of Swiss Outdoor Gear Maker

Jacobs Capital is exploring a potential €500 million sale of the Swiss outdoor gear maker Mammut Sports Group AG.

Sports

Mammut Owner Weighs Sale of Swiss Outdoor Gear Maker

Jacobs Capital is exploring a potential €500 million sale of the Swiss outdoor gear maker Mammut Sports Group AG.


Sports

Japan’s Marubeni Buys British Sportswear Brand Gola

The Japanese conglomerate has acquired Britain’s Jacobson Group, a portfolio of footwear brands that include Gola, Lotus, Ravel and Frank Wright, along with licensed brands Dunlop and Lonsdale.

Sports

Japan’s Marubeni Buys British Sportswear Brand Gola

The Japanese conglomerate has acquired Britain’s Jacobson Group, a portfolio of footwear brands that include Gola, Lotus, Ravel and Frank Wright, along with licensed brands Dunlop and Lonsdale.


Sports

Nike’s China Conundrum Deepens as Turnaround Stagnates

In the Chinese market, the athletic brand is facing a sixth straight quarter of sales decline and mounting margin pain despite aggressive efforts to refresh product offerings.

Sports

Nike’s China Conundrum Deepens as Turnaround Stagnates

In the Chinese market, the athletic brand is facing a sixth straight quarter of sales decline and mounting margin pain despite aggressive efforts to refresh product offerings.


Sports

Activist Investor Takes Over $1 Billion Stake in Lululemon

Elliott Management has acquired a stake of over $1 billion in the activewear brand and is lining up a potential CEO candidate to take over after Calvin McDonald’s departure.

Sports

Activist Investor Takes Over $1 Billion Stake in Lululemon

Elliott Management has acquired a stake of over $1 billion in the activewear brand and is lining up a potential CEO candidate to take over after Calvin McDonald’s departure.


Sports

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.

Sports

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.