Sports

Nike Told Me to Dream Crazy, Until I Wanted a Baby.

"The toughest moment was when Ms. Goucher learned that Nike would stop paying her until she started racing again. But she was already pregnant."

12 May 2019

News & Analysis

How Sportswear Brand Fila Is Rebooting Itself

Fila, whose clunky '90s sneakers has been making a comeback, is attempting to shake its image as a bargain-bin sportswear label with a show at Milan Fashion Week.

21 September 2018

Marketing

Nike's Kaepernick Ad Spurs Spike in Sold Out Items

Nike has sold out 61 percent more merchandise since the controversial ad campaign featuring former NFL player Colin Kaepernick appeared earlier this month, according to data on the company's online sales from Thomson Reuters.

19 September 2018

Retail

Nike, Adidas and Uniqlo Face Off at the US Open

This week, everyone will be talking about what Serena Williams and Roger Federer are wearing on and off the court at the US Open, the health of shopping malls and the stores inside them. Read our BoF Professional Cheat Sheet.

26 August 2018

Global Markets

China’s Running Craze Gains Mileage in Fashion

As China’s running boom gathers pace, spurred by the ‘athleisure’ trend and encouragement from the government, brands are adjusting their strategies.

21 August 2018

News & Analysis

Why Thom Browne Teamed With FC Barcelona

The New York-based brand is betting on an assist from the sporting world to help fuel growth.

17 July 2018

Retail

Uniqlo’s $300 Million Bet on Federer

The logic behind Uniqlo’s 10-year deal with 36-year-old tennis legend Roger Federer.

06 July 2018

News & Analysis

Nike Favoured to Beat Adidas at World Cup

The two brands both have three teams playing in their jerseys in the quarter-finals, with one game yet to be played to establish the final eight.

03 July 2018

News & Analysis

Roger Federer Signs $300 Million Sponsorship Deal With Uniqlo

The tennis star will represent the Japanese apparel brand beginning with Wimbledon 2018, after wearing the iconic Nike swoosh throughout his career.

02 July 2018

News & Analysis

Adidas and the World Cup: Mass Appeal or Awkward Deal?

With this year’s FIFA World Cup embroiled in controversy, official brand partner Adidas is treading a fine line between Russian support and international scrutiny.

14 June 2018