Nike Football Boss Says World Cup Final ‘Not What We Dreamed’
In a memo reviewed by Bloomberg News, Nike’s vice president and general manager of football acknowledged the tournament’s ending wasn’t the one the company hoped for.
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Why Some Brands Are Roasting Themselves
While most marketers ignore or suppress criticism, some are learning to harness negative reviews and poke fun at themselves to disarm haters and connect with Gen Z.
Why Some Brands Are Roasting Themselves
While most marketers ignore or suppress criticism, some are learning to harness negative reviews and poke fun at themselves to disarm haters and connect with Gen Z.
The World Cup’s Biggest Fashion Moments in Five Charts
Data from the 2026 tournament reveals how a mix of reactive tactics, organic player influence and high-heat collaborations drove the real commercial value beyond official sponsorships.
The World Cup’s Biggest Fashion Moments in Five Charts
Data from the 2026 tournament reveals how a mix of reactive tactics, organic player influence and high-heat collaborations drove the real commercial value beyond official sponsorships.
Is ‘Elle’ the New Blueprint for Product Placement?
The ‘Legally Blonde’ prequel series is taking the ties between product and plot to another level, incorporating its stars into spots and referencing the show in corresponding social content.
Is ‘Elle’ the New Blueprint for Product Placement?
The ‘Legally Blonde’ prequel series is taking the ties between product and plot to another level, incorporating its stars into spots and referencing the show in corresponding social content.
Why This Summer’s Fashion Campaigns Are All-In on Retro Escapism
Driven by digital fatigue, brands across the pricing spectrum are transforming consumers’ collective memories of simpler times into marketing material. But with so many campaigns leaning into a similar aesthetic, it’s become a race to stand out.
Why This Summer’s Fashion Campaigns Are All-In on Retro Escapism
Driven by digital fatigue, brands across the pricing spectrum are transforming consumers’ collective memories of simpler times into marketing material. But with so many campaigns leaning into a similar aesthetic, it’s become a race to stand out.
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Why Hollywood Executives Are Fashion’s New Power Hire
As content and entertainment become increasingly central to brands’ marketing strategies, companies from Gap to E.l.f. are broadening the talent pool, considering everyone from entertainment IP experts to filmmakers.
Why Hollywood Executives Are Fashion’s New Power Hire
As content and entertainment become increasingly central to brands’ marketing strategies, companies from Gap to E.l.f. are broadening the talent pool, considering everyone from entertainment IP experts to filmmakers.
How Creative Promotions Are Reshaping Customer Engagement
Talon.One’s ‘Creative Currencies in Promotions’ explores how brands are moving beyond traditional discounting and using promotions to create stronger customer engagement, emotional connection and long-term loyalty. Here, BoF shares key extracts from the report, alongside analysis of the shifts reshaping promotional strategy.
How Creative Promotions Are Reshaping Customer Engagement
Talon.One’s ‘Creative Currencies in Promotions’ explores how brands are moving beyond traditional discounting and using promotions to create stronger customer engagement, emotional connection and long-term loyalty. Here, BoF shares key extracts from the report, alongside analysis of the shifts reshaping promotional strategy.
How to Build Lasting Communities on TikTok
BoF and TikTok convened brand leaders, editors, and creators at Nine Orchard in New York to examine how fashion and media players can move beyond trend-chasing to build lasting communities on the platform.
How to Build Lasting Communities on TikTok
BoF and TikTok convened brand leaders, editors, and creators at Nine Orchard in New York to examine how fashion and media players can move beyond trend-chasing to build lasting communities on the platform.
Can Indie PR Scale Without Selling Out?
Boutique communications agencies are increasingly winning major fashion accounts from industry incumbents. However, a sweeping wave of industry consolidation is forcing independent founders to choose between corporate backing and the rising cost of autonomy.
Can Indie PR Scale Without Selling Out?
Boutique communications agencies are increasingly winning major fashion accounts from industry incumbents. However, a sweeping wave of industry consolidation is forcing independent founders to choose between corporate backing and the rising cost of autonomy.
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Inside BoF and LTK’s Intimate London Dinner on the New Fundamentals of Creator Commerce
As AI transforms how consumers search, discover and purchase from brands, marketing and creative leaders gathered in London with The Business of Fashion and LTK to discuss the future of creator-led commerce and the growing value of trust.
Inside BoF and LTK’s Intimate London Dinner on the New Fundamentals of Creator Commerce
As AI transforms how consumers search, discover and purchase from brands, marketing and creative leaders gathered in London with The Business of Fashion and LTK to discuss the future of creator-led commerce and the growing value of trust.
Explainer: What Social Media Bans Mean for Marketers
As the UK joins countries like Australia and Malaysia in their efforts to curtail under-16 social media access, brands may need to rethink their marketing strategies.
Explainer: What Social Media Bans Mean for Marketers
As the UK joins countries like Australia and Malaysia in their efforts to curtail under-16 social media access, brands may need to rethink their marketing strategies.
For Some Brands, Pride Month Is Sexy Again
Labels like Away and Levi’s have moved on from bland rainbows to more daring takes on Pride month.
For Some Brands, Pride Month Is Sexy Again
Labels like Away and Levi’s have moved on from bland rainbows to more daring takes on Pride month.
Why Brands Are Yielding Control to Creators Like Lyas on TikTok
From luxury brands and The Devil Wears Prada 2 to Willy Chavarria and Nothing, a growing list of names are courting the founder of La Watch Party. In a new knowledge report by BoF, in partnership with TikTok, Lyas shares his recipe for success.
Why Brands Are Yielding Control to Creators Like Lyas on TikTok
From luxury brands and The Devil Wears Prada 2 to Willy Chavarria and Nothing, a growing list of names are courting the founder of La Watch Party. In a new knowledge report by BoF, in partnership with TikTok, Lyas shares his recipe for success.
THE NEWS IN BRIEF
Taylor Swift Weds in Dior Haute Couture by Jonathan Anderson
The couple also wore custom shoes by Christian Louboutin at their Madison Square Garden ceremony.
The Independents Acquires Production Firm Phantasm Group
The latest in The Independents’ agency acquisition spree, the Paris-based firm will bring its film and campaign production capabilities to the group at a time when entertainment is an increasingly important lever for fashion.
Mazarine Buys Luxury PR Firm Bacchus
The acquisition bulks up the French creative group with expertise from Bacchus in engaging ultra-high-net-worth individuals.
Exclusive: The Independents Acquires Ma+Group
The communications giant adds Ma+Group’s artist representation and content production skillset to its roster.
TikTok Star Khaby Lame Signs $975 Million Deal to Monetise Global Fan Base
Lame is partnering with Rich Sparkle Holdings Ltd. to turn his 360 million social-media followers into a commercial venture.
Italian Judge Acquits Influencer Chiara Ferragni Over Charity Fraud Claims
The fashion influencer with over 28 million followers was fined almost $1.14 million in 2023 on charges of fraud over allegedly misleading claims linked to charity sales of Ferragni-branded Pandoro Christmas cakes.
Ykone and Mirror Mirror Agencies Merge to Form New Group
The Paris-based agencies joined forces to create One, a new group offering services in event production, influencer marketing and more.