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.
Marketing
How new technologies and cultural shifts are rewiring fashion communications.
The Best of BoF 2024: Fashion’s Cultural Crossover Continues
In 2024, fashion leaned heavily on cultural moments — especially anything to do with sports — to connect with cautious consumers.
The Best of BoF 2024: Fashion’s Cultural Crossover Continues
In 2024, fashion leaned heavily on cultural moments — especially anything to do with sports — to connect with cautious consumers.
2024 Was the Year of Entertainment in Marketing
This year, brands aligned with major cultural events and viral trends in a bid to compete for consumer attention.
2024 Was the Year of Entertainment in Marketing
This year, brands aligned with major cultural events and viral trends in a bid to compete for consumer attention.
Why Influencer Gifting Made a Comeback in 2024
Gifting has increasingly gone nice-to-have to must-have for both brands and influencers eager to cater to an audience desire for more organic product placement.
Why Influencer Gifting Made a Comeback in 2024
Gifting has increasingly gone nice-to-have to must-have for both brands and influencers eager to cater to an audience desire for more organic product placement.
Copenhagen International Fashion Fair Launches CIFF Media to Support Independent Brands
Brands today must leverage organic, authentic storytelling techniques to connect with the end consumer, which require expensive and time-intensive communications strategies. To support its showcasing talent, organisers of the bi-annual trade show CIFF are introducing a holistic media platform and strategy to broaden their reach. BoF learns more.
Copenhagen International Fashion Fair Launches CIFF Media to Support Independent Brands
Brands today must leverage organic, authentic storytelling techniques to connect with the end consumer, which require expensive and time-intensive communications strategies. To support its showcasing talent, organisers of the bi-annual trade show CIFF are introducing a holistic media platform and strategy to broaden their reach. BoF learns more.
What Fashion PR & Communications Professionals Need to Know Today
This month, BoF Careers provides essential sector insights to help PR & communications professionals decode fashion’s creative landscape.
What Fashion PR & Communications Professionals Need to Know Today
This month, BoF Careers provides essential sector insights to help PR & communications professionals decode fashion’s creative landscape.
Levi’s Brings Bob Dylan’s Wardrobe to Life with ‘A Complete Unknown’ Collab
In addition to assisting with costumes for the film, the denim brand will also release a capsule collection inspired by actual Levi’s items worn by the musician in the 1960s.
Levi’s Brings Bob Dylan’s Wardrobe to Life with ‘A Complete Unknown’ Collab
In addition to assisting with costumes for the film, the denim brand will also release a capsule collection inspired by actual Levi’s items worn by the musician in the 1960s.
Lucien Pagès Joins The Independents
The agency founded by Paris public relations star Lucien Pagès is being acquired by the fashion communications giant that owns Karla Otto, Bureau Betak and more.
Lucien Pagès Joins The Independents
The agency founded by Paris public relations star Lucien Pagès is being acquired by the fashion communications giant that owns Karla Otto, Bureau Betak and more.
The Logic Behind All Those Charli XCX Campaigns
The pop singer’s continued string of brand tie-ups, long after the end of ‘Brat’ summer, is less about the scale of her audience than its loyalty.
The Logic Behind All Those Charli XCX Campaigns
The pop singer’s continued string of brand tie-ups, long after the end of ‘Brat’ summer, is less about the scale of her audience than its loyalty.
Increasing Brand Presence and Impact on TikTok
Farah Maloof, head of fashion and luxury partnerships at TikTok, and Jordan Mitchell, the co-founder and co-CEO of cultural marketing agency Good Culture Inc., share their insights on how to best engage the zeitgeist, effectively work with content creators and empower teams within businesses to successfully navigate the entertainment platform.
Increasing Brand Presence and Impact on TikTok
Farah Maloof, head of fashion and luxury partnerships at TikTok, and Jordan Mitchell, the co-founder and co-CEO of cultural marketing agency Good Culture Inc., share their insights on how to best engage the zeitgeist, effectively work with content creators and empower teams within businesses to successfully navigate the entertainment platform.
What Fashion Marketing Professionals Need to Know Today
This month, BoF Careers provides essential sector insights to help marketing professionals decode fashion’s creative and commercial landscape.
What Fashion Marketing Professionals Need to Know Today
This month, BoF Careers provides essential sector insights to help marketing professionals decode fashion’s creative and commercial landscape.
How to Choose a PR Agency
A good agency can feel like an extension of a brand and bring fresh expertise towards telling its story. But picking the right partner is growing more complex as the definition of PR rapidly evolves.
How to Choose a PR Agency
A good agency can feel like an extension of a brand and bring fresh expertise towards telling its story. But picking the right partner is growing more complex as the definition of PR rapidly evolves.
With ‘Wicked,’ Fashion Tests the Limits of the ‘Barbie’ Model
Looking to repeat last year’s marketing phenomenon, a slew of brands have dropped collaborations tied to the much-anticipated film’s release this week.
With ‘Wicked,’ Fashion Tests the Limits of the ‘Barbie’ Model
Looking to repeat last year’s marketing phenomenon, a slew of brands have dropped collaborations tied to the much-anticipated film’s release this week.
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.