World Cup Trophy to Arrive in Bespoke Louis Vuitton Trunk
It is the fifth successive occasion that the French company has designed a trunk for the trophy, following those used at the 2010, 2014, 2018 and 2022 tournaments.
Sports
How the collision of sports and fashion is creating new opportunities in both industries.
Nike’s Comeback Finally Takes Shape
The sportswear giant’s latest earnings results showed clear signs of progress for a long-awaited comeback, but there’s still plenty of work left to be done.
Nike’s Comeback Finally Takes Shape
The sportswear giant’s latest earnings results showed clear signs of progress for a long-awaited comeback, but there’s still plenty of work left to be done.
Virgil Abloh’s Legacy Continues
New Virgil Abloh Archive sneakers have surfaced at Paris Fashion Week, leading people to believe that there’s something new coming with Nike (and Off-White isn’t part of it).
Virgil Abloh’s Legacy Continues
New Virgil Abloh Archive sneakers have surfaced at Paris Fashion Week, leading people to believe that there’s something new coming with Nike (and Off-White isn’t part of it).
Sports and Fashion Are Tighter Than Ever. But Who’s Really Winning?
New partnerships between teams, leagues, players and brands popping up almost daily. Which of these deals work – and how to measure success – is open to interpretation.
Sports and Fashion Are Tighter Than Ever. But Who’s Really Winning?
New partnerships between teams, leagues, players and brands popping up almost daily. Which of these deals work – and how to measure success – is open to interpretation.
Clearing The Air on Puma + Adidas’ Big Game Opportunity
The rumour mill around Puma has churned out several different scenarios for the brand’s future in the last few weeks. We got to the bottom of one with the source.
Clearing The Air on Puma + Adidas’ Big Game Opportunity
The rumour mill around Puma has churned out several different scenarios for the brand’s future in the last few weeks. We got to the bottom of one with the source.
This Week: Are Investors Buying Nike’s New Narrative?
The sneaker giant reports results on Monday, as the focus shifts from the brand’s turnaround story to tangible results. Plus, The BoF 500 welcomes another class.
This Week: Are Investors Buying Nike’s New Narrative?
The sneaker giant reports results on Monday, as the focus shifts from the brand’s turnaround story to tangible results. Plus, The BoF 500 welcomes another class.
The Hard Part for NikeSkims Begins Now
NikeSkims feels like a sure thing, but the two brands still have a lot to prove when it comes to their new partnership.
The Hard Part for NikeSkims Begins Now
NikeSkims feels like a sure thing, but the two brands still have a lot to prove when it comes to their new partnership.
Proof That Brand Values Still Matter
It’s easy to fall into the trap of believing that consumers will buy whatever their favorite brands are willing to sell them in 2025, but that’s not always the case.
Proof That Brand Values Still Matter
It’s easy to fall into the trap of believing that consumers will buy whatever their favorite brands are willing to sell them in 2025, but that’s not always the case.
At Long Last, NikeSkims Makes Its Debut
By pairing top athletes with Kim Kardashian, the campaign signals NikeSkims is courting a broader audience that blurs the lines between performance and lifestyle.
At Long Last, NikeSkims Makes Its Debut
By pairing top athletes with Kim Kardashian, the campaign signals NikeSkims is courting a broader audience that blurs the lines between performance and lifestyle.
Not So Fast on a Puma and Adidas Reunion
Speculation about a potential reunion between the two legacy German footwear brands ran wild this week, but it might not be as brilliant an idea as it sounds.
Not So Fast on a Puma and Adidas Reunion
Speculation about a potential reunion between the two legacy German footwear brands ran wild this week, but it might not be as brilliant an idea as it sounds.
Why Tom Sachs’ Controversy Didn’t Ruin the Mars Yard 3.0
Tom Sachs’ upcoming release is more proof that scandal doesn’t matter in 2025.
Why Tom Sachs’ Controversy Didn’t Ruin the Mars Yard 3.0
Tom Sachs’ upcoming release is more proof that scandal doesn’t matter in 2025.
Tommy Hilfiger Talks Team Cadillac and F1 Fashion
Tommy Hilfiger is dressing Team Cadillac — the newest team on the grid. We talked to him about his history in the sport and the opportunity he sees in teaming up with the classic American automotive brand.
Tommy Hilfiger Talks Team Cadillac and F1 Fashion
Tommy Hilfiger is dressing Team Cadillac — the newest team on the grid. We talked to him about his history in the sport and the opportunity he sees in teaming up with the classic American automotive brand.
Fusing Football and Fashion With Kyle Smith
Kyle Smith chats with BoF about his first year on the job as the NFL’s first fashion editor and his ultimate vision for the league.
Fusing Football and Fashion With Kyle Smith
Kyle Smith chats with BoF about his first year on the job as the NFL’s first fashion editor and his ultimate vision for the league.
THE NEWS IN BRIEF
Nike Out of World Cup as Adidas-Outfitted Teams Head to Final
Argentina’s semi-final win over England on Wednesday crushed the sportswear giant’s hopes of sponsoring a team on the tournament’s biggest stage.
Nike Edges Past Quarterly Revenue Estimates
The sportswear company reported fourth-quarter revenue of $10.97 billion, compared with analysts’ average estimate of $10.86 billion.
Mid-World Cup, On Eyes Entry Into Football
The fast-growing Swiss running brand plans to leverage its robotic manufacturing to disrupt a lucrative soccer lifestyle market currently dominated by Nike and Adidas.
Nike Hires Pfizer’s Denton to Take Over for Departing CFO
David Denton will take over on Aug. 17, succeeding Matthew Friend.
Lululemon Ends Proxy Battle With Founder Chip Wilson
The deal gives Wilson two board picks in exchange for his pledge to refrain from disparaging the company for 18 months.
Lululemon Criticises Chip Wilson, Sets Proxy Vote
The company rejected the overtures of founder Wilson to install new board members and set a shareholder vote for June.
Under Armour Sees Another Weak Year as North America Struggles, Shares Slump
Founder Kevin Plank, who returned as CEO in 2024, outlined a plan that involved reducing about a fourth of the company's product lines and shifting to higher-priced items in sports categories.