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 Tech Wear Is Crashing Paris Fashion Week
The running category will be more present than ever before at Paris Fashion Week, as brands like Hoka, Satisfy and more descend upon one of fashion’s biggest moments of the
Why Tech Wear Is Crashing Paris Fashion Week
The running category will be more present than ever before at Paris Fashion Week, as brands like Hoka, Satisfy and more descend upon one of fashion’s biggest moments of the
Why Converse’s Future Is Now an Even Bigger Question
NBA superstar Shai Gilgeous-Alexander was the headliner for Nike’s struggling Converse brand. Now, Nike is moving him under its own label, raising questions about its plans for its flagging subsidiary.
Why Converse’s Future Is Now an Even Bigger Question
NBA superstar Shai Gilgeous-Alexander was the headliner for Nike’s struggling Converse brand. Now, Nike is moving him under its own label, raising questions about its plans for its flagging subsidiary.
Knicks Fashion Fever Is Only Just Beginning
The New York Knicks’ first NBA championship in 53 years has sparked a true zeitgeist moment that fashion is infiltrating at all levels.
Knicks Fashion Fever Is Only Just Beginning
The New York Knicks’ first NBA championship in 53 years has sparked a true zeitgeist moment that fashion is infiltrating at all levels.
What Fashion Can Learn From Knicks Fever
The NBA finals have fired up New York City with the kind of collective experiences, can’t-miss moments and organic celebrity endorsements that are mostly missing from today’s fashion landscape.
What Fashion Can Learn From Knicks Fever
The NBA finals have fired up New York City with the kind of collective experiences, can’t-miss moments and organic celebrity endorsements that are mostly missing from today’s fashion landscape.
How Nike’s World Cup Strategy Is Playing Out in Stores
Nike has successfully created a moment around the World Cup, but can its products sustain that momentum? That’s the biggest question the brand will face over these next few weeks.
How Nike’s World Cup Strategy Is Playing Out in Stores
Nike has successfully created a moment around the World Cup, but can its products sustain that momentum? That’s the biggest question the brand will face over these next few weeks.
The Strategy Behind Nike’s Colossal World Cup Bet
A blockbuster spot featuring superstars from Kylian Mbappé to Kim Kardashian is just part of the US sportswear giant’s huge bet on a blend of football and culture to connect with consumers on its home turf and beyond as it seeks to use the biggest World Cup in history to reignite brand heat and sales.
The Strategy Behind Nike’s Colossal World Cup Bet
A blockbuster spot featuring superstars from Kylian Mbappé to Kim Kardashian is just part of the US sportswear giant’s huge bet on a blend of football and culture to connect with consumers on its home turf and beyond as it seeks to use the biggest World Cup in history to reignite brand heat and sales.
Why StockX Is Launching Live Shopping
The secondary market platform is adding a new live shopping service this summer where users will be able to sell everything from sneakers to electronics. Chief executive Greg Schwartz explains why and how it works.
Why StockX Is Launching Live Shopping
The secondary market platform is adding a new live shopping service this summer where users will be able to sell everything from sneakers to electronics. Chief executive Greg Schwartz explains why and how it works.
The Multibillion Dollar Battle for a Fragmented World Cup
More teams, more countries and a massive push into the American mainstream. Here is how sportswear giants and fashion houses are lining up.
The Multibillion Dollar Battle for a Fragmented World Cup
More teams, more countries and a massive push into the American mainstream. Here is how sportswear giants and fashion houses are lining up.
Nike’s World Cup Takeover Is Off to a Hot Start
Nike’s new World Cup ad brings a jolt of star power like LeBron James and Kim Kardashian to go along with the football royalty featured. But can it boost the brand’s standing in the sport?
Nike’s World Cup Takeover Is Off to a Hot Start
Nike’s new World Cup ad brings a jolt of star power like LeBron James and Kim Kardashian to go along with the football royalty featured. But can it boost the brand’s standing in the sport?
China’s Li-Ning Scores Big by Signing Stephen Curry
NBA superstar Stephen Curry signed a new sneaker and apparel deal with Li-Ning, giving the Chinese sportswear brand a new global superstar to help it expand beyond its home market.
China’s Li-Ning Scores Big by Signing Stephen Curry
NBA superstar Stephen Curry signed a new sneaker and apparel deal with Li-Ning, giving the Chinese sportswear brand a new global superstar to help it expand beyond its home market.
Why Fashion Is All In on the World Cup
Mackage CEO Tanya Golesic explains why the fashion world is so keen on the 2026 World Cup.
Why Fashion Is All In on the World Cup
Mackage CEO Tanya Golesic explains why the fashion world is so keen on the 2026 World Cup.
Opinion: Why Don’t More Women Athletes Have Their Own Brands?
The audience is there, the fashion marketing dollars are there, but the architecture that turns visibility into brand ownership for top female athletes is almost entirely unbuilt, argues Olivier Rivard-Cohen.
Opinion: Why Don’t More Women Athletes Have Their Own Brands?
The audience is there, the fashion marketing dollars are there, but the architecture that turns visibility into brand ownership for top female athletes is almost entirely unbuilt, argues Olivier Rivard-Cohen.
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.