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Partner Content

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.

Sports

Opinion: Luxury Brands Have Tennis Fever

High-end labels are piling into tennis, but the women’s tour remains an untapped opportunity, writes Daniel-Yaw Miller.

Marketing

Zara, Kiehl’s, Jacquemus: Why Skiing Is Bigger Than Ever for Brands

Zara, Kiehl’s, Jacquemus: Why Skiing Is Bigger Than Ever for Brands. Skiing’s retro winter aesthetic is at the centre of a marketing craze for brands that previously had no ties to mountain sports or their upmarket clientele. Here’s why high street names, beauty players and designer labels all want to leave their mark in the snow.

Marketing

This Week: BAFTAs, F1 and London Fashion Week

Sports and film will keep the hype machine going in the gap between New York and London shows.

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Marketing

GQ and Bode to Host Super Bowl Fashion Show

The sports-meets-fashion event, including a runway show, will take place in New Orleans ahead of the American football championship in February.

Marketing

Why Fashion Loves the Next Generation of Tennis Stars

As tennis legends retire, brands are shifting focus to the new generation of tennis stars like Coco Gauff and Carlos Alcaraz, leveraging their social media presence and growing audiences to connect with younger, more diverse consumers.

Marketing

Fashion Triumphs and Missed Opportunities at the Paris Olympics

Olympics viewership surged past expectations, but fashion brands largely failed to seize the moment beyond sportswear giants like Nike and official partners like Louis Vuitton and Ralph Lauren.

Marketing

The Super Bowl’s Fashion Moment Has Arrived

After Salomon and E.l.f. experienced big bumps from the big game last year, brands of every stripe are looking to create their own moment as the San Francisco 49ers take on the Kansas City Chiefs.

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Marketing

BoF Masterclass | Fashion’s New Rules For Sports Marketing

Watch on demand a BoF Professional Masterclass that explores the topic in our Case Study, “Fashion’s New Rules For Sports Marketing.”

Luxury

LVMH Inks Blockbuster Olympics Deal

The Louis Vuitton owner and its brands will be front-and-centre at the Paris 2024 games, deepening the conglomerate’s ties to the world of sport.

Technology

World Athletics Puts the Brakes on Nike’s Record-Breaking Shoes

The sports giant unleashed the Vaporfly in 2016 and various versions have quickly come to dominate the elite and 'serious recreational' side of road running.

Sustainability

Is Fashion All Talk, No Action on Climate?

This week, everyone will be talking about fashion's role in fighting climate change, Colin Kaepernick's first sneaker for Nike and the UK general election. Get your BoF Professional Cheat Sheet.

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