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.
Why Cult Skate Brands Roll Past the Olympics
Despite skateboarding now being part of the Olympics, a number of influential skateboard brands like Supreme and Palace don't bother marketing at the global event.
Why Cult Skate Brands Roll Past the Olympics
Despite skateboarding now being part of the Olympics, a number of influential skateboard brands like Supreme and Palace don't bother marketing at the global event.
Fashion’s Sports Obsession Is No Accident
The Olympics are proving a perfect marriage of the sports and fashion industries. It’s the culmination of several factors that have turned sport into fashion’s most exciting new arena over the past two years.
Fashion’s Sports Obsession Is No Accident
The Olympics are proving a perfect marriage of the sports and fashion industries. It’s the culmination of several factors that have turned sport into fashion’s most exciting new arena over the past two years.
How Fashion Can Nail the Tricky Details of Sports Partnerships
As fashion’s interest in sports grows, brands are getting a crash course in the complicated world of sports sponsorships.
How Fashion Can Nail the Tricky Details of Sports Partnerships
As fashion’s interest in sports grows, brands are getting a crash course in the complicated world of sports sponsorships.
Inside New Balance’s Plan to Become a $10 Billion Sportswear Giant
In under a decade, the Boston-based company transformed itself from a brand for dads and runners into one of the hottest players in the sneaker world. Now, it’s using the Olympics and an expanding roster of collaborators, athlete partners and sports categories as catalysts to achieve its lofty ambitions.
Inside New Balance’s Plan to Become a $10 Billion Sportswear Giant
In under a decade, the Boston-based company transformed itself from a brand for dads and runners into one of the hottest players in the sneaker world. Now, it’s using the Olympics and an expanding roster of collaborators, athlete partners and sports categories as catalysts to achieve its lofty ambitions.
Inside Fashion’s Biggest Olympics Ever
Long the marketing domain of sportswear giants, the 2024 Olympic games in Paris are seeing an influx of fashion advertisers who are getting creative in how they capitalise on one of the few remaining events with massive global impact.
Inside Fashion’s Biggest Olympics Ever
Long the marketing domain of sportswear giants, the 2024 Olympic games in Paris are seeing an influx of fashion advertisers who are getting creative in how they capitalise on one of the few remaining events with massive global impact.
Arsenal Partners With Labrum London on 2024/25 Away Kit
Labrum founder Foday Dumbuya is the first independent designer to create an on-field jersey for a Premier League team.
Arsenal Partners With Labrum London on 2024/25 Away Kit
Labrum founder Foday Dumbuya is the first independent designer to create an on-field jersey for a Premier League team.
The Group Bringing Luxury’s Marketing Playbook to Women’s Sport
Mercury/13, a recently launched group focused on acquiring and transforming women’s football teams, is taking cues from the luxury industry to rebrand the first club in its portfolio, FC Como Women.
The Group Bringing Luxury’s Marketing Playbook to Women’s Sport
Mercury/13, a recently launched group focused on acquiring and transforming women’s football teams, is taking cues from the luxury industry to rebrand the first club in its portfolio, FC Como Women.
Supreme’s Sale to EssilorLuxottica, Explained
North Face owner VF Corp is selling the streetwear juggernaut to the Italian eyewear giant for $1.5 billion in cash. BoF breaks down the deal.
Supreme’s Sale to EssilorLuxottica, Explained
North Face owner VF Corp is selling the streetwear juggernaut to the Italian eyewear giant for $1.5 billion in cash. BoF breaks down the deal.
The Technology Behind On’s Newest ‘Super Shoe’
The Swiss brand’s athletes have already been winning races using its new technology, LightSpray, which forms the basis of its latest racing sneaker, the $330 Cloudboom Strike LS.
The Technology Behind On’s Newest ‘Super Shoe’
The Swiss brand’s athletes have already been winning races using its new technology, LightSpray, which forms the basis of its latest racing sneaker, the $330 Cloudboom Strike LS.
Athletes Don’t Want Nike or Adidas Anymore. They Want Independence.
Young stars increasingly favour deals with lesser known brands that align with their personal values and allow them to play a bigger role, creatively and commercially.
Athletes Don’t Want Nike or Adidas Anymore. They Want Independence.
Young stars increasingly favour deals with lesser known brands that align with their personal values and allow them to play a bigger role, creatively and commercially.
Where Does Nike Go From Here?
With pressure mounting on CEO John Donahoe, the sportswear giant’s precise turnaround plan remains unclear. But the rehiring of Nike veteran Tom Peddie this week offered more clues on the brand’s direction.
Where Does Nike Go From Here?
With pressure mounting on CEO John Donahoe, the sportswear giant’s precise turnaround plan remains unclear. But the rehiring of Nike veteran Tom Peddie this week offered more clues on the brand’s direction.
The Logic Behind C.P. Company’s Manchester City Partnership
The reigning Premier League champions will wear the Italian brand’s clothing ahead of “away” Champions League games from next season onwards.
The Logic Behind C.P. Company’s Manchester City Partnership
The reigning Premier League champions will wear the Italian brand’s clothing ahead of “away” Champions League games from next season onwards.
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.