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The Business of Fashion

Sports

How the collision of sports and fashion is creating new opportunities in both industries.

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Latest News & Analysis

Can Nike’s New ‘Supershoe’ Give It a Much-Needed Win?

The beleaguered sportswear giant is hoping its Alphafly 4 model will bring some added shine to one of the few bright spots in its portfolio: its running category.

Opinion: Star Athletes, Not Brands, Now Call the Shots

Kylian Mbappé had it all at Nike. But in a new world order where superstar athletes wield more cultural influence than brands, that simply wasn’t enough to retain him, writes Daniel-Yaw Miller.

On’s Big Coup With Kylian Mbappé

Not only has On announced its expansion into football, but it did so while snatching the best footballer in the world away from Nike.

On Expands Into Football, Lures Mbappé From Nike

The push into football, fronted by superstar Kylian Mbappé, could provide a new growth avenue for the Swiss sportswear label.

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The Lessons for Fashion in Sydney Sweeney’s Latest Ad Controversy

As fashion dives deeper into sports, it can find valuable takeaways in the backlash against Sydney Sweeney’s controversial new ad, which is drawing criticism from Olympic athletes.

Mixing Influencers and Sports: An Etiquette Guide for Brands

As the tension around influencers and sports culture reaches a new boiling point, brands should reevaluate their partnerships with content creators to prioritise authenticity over reach.

Why Nike Is No Longer a Blue Chip Stock

Nike will be removed from the S&P 100 later this month as the brand’s stock continues to plummet. This is the latest sign of lost faith in the Portland-based company from industry investors that feels almost impossible to gain back.

A Look at Investors’ Dwindling Faith in Sportswear

Investors couldn’t get enough of sportswear in the marketplace five years ago. These days, judging by how significantly the market capitalisations of the industry’s biggest brands have shrunk, interest has fallen to a post-pandemic low.

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How Brands Brought the US Open Off the Court

While ticket prices have made the Grand Slam tournament more exclusive and less accessible to average fans, brands are stepping up to fill the void, creating tennis-themed experiences throughout the city.

How NBA 2K Became a Fashion Playground

Coach, Bape, Hellstar and CeraVé are just some of the brands featured in NBA 2K27, the latest edition of the popular video game series. BoF spoke to Ronnie Singh, head of lifestyle and marketing for the game, about how it’s become a venue for brands large and small to connect with its large community of users and even trial new products.

Is Sports’ Big Bet on Hiring Fashion Creative Directors Paying Off?

The trend of teams and leagues signing up creative directors to design merchandise and shape their public profiles shows no signs of slowing as sports organisations start to see returns on their investments.

Fashion Capitalises on a More Exclusive US Open

With ticket prices soaring, attending the US Open is becoming a status symbol. Consumers may be angry about it, but fashion sees an opportunity.

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