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.
Inside Formula 1’s $500 Million Vegas Splurge
Through six-figure events, influencer trips and merch releases, brands are betting big on F1′s hotly anticipated answer to the Super Bowl.
Inside Formula 1’s $500 Million Vegas Splurge
Through six-figure events, influencer trips and merch releases, brands are betting big on F1′s hotly anticipated answer to the Super Bowl.
Case Study | Fashion’s New Rules For Sports Marketing
Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.
Case Study | Fashion’s New Rules For Sports Marketing
Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.
Puma Hires A$AP Rocky as Creative Director of Formula 1 Partnership
The acclaimed rapper and frequent fashion collaborator will design a capsule collection to be released at the Las Vegas Grand Prix in November. In future seasons, he will have wider creative control over the brand’s multi-year licensing deal with F1.
Puma Hires A$AP Rocky as Creative Director of Formula 1 Partnership
The acclaimed rapper and frequent fashion collaborator will design a capsule collection to be released at the Las Vegas Grand Prix in November. In future seasons, he will have wider creative control over the brand’s multi-year licensing deal with F1.
Inside the Big Business of Styling Athletes
NBA stars and footballers are increasingly leaning on a network of powerful style consultants to help them shape their personal brands away from their day jobs, laying the groundwork for lucrative brand deals.
Inside the Big Business of Styling Athletes
NBA stars and footballers are increasingly leaning on a network of powerful style consultants to help them shape their personal brands away from their day jobs, laying the groundwork for lucrative brand deals.
How Adidas Is Introducing a New Generation to Its Oldest Sneakers
The sportswear giant’s lifestyle and fashion division is set to release a new campaign and “visual identity” to emphasise the cultural cachet of its Samba, Gazelle and Superstar sneaker franchises.
How Adidas Is Introducing a New Generation to Its Oldest Sneakers
The sportswear giant’s lifestyle and fashion division is set to release a new campaign and “visual identity” to emphasise the cultural cachet of its Samba, Gazelle and Superstar sneaker franchises.
Why the Time Is Right for a Gorpcore IPO
Amer Sports, the owner of Arc’teryx and Salomon is eyeing a US listing at a $10 billion valuation, even as fashion may be moving on from its outdoor fashion craze.
Why the Time Is Right for a Gorpcore IPO
Amer Sports, the owner of Arc’teryx and Salomon is eyeing a US listing at a $10 billion valuation, even as fashion may be moving on from its outdoor fashion craze.
‘Sportstyle’ Footwear Is Taking Over the Sneaker Resale Market
Brands like Asics, Hoka and Salomon have by some measures elbowed out basketball shoes as the secondhand market’s hottest sneakers.
‘Sportstyle’ Footwear Is Taking Over the Sneaker Resale Market
Brands like Asics, Hoka and Salomon have by some measures elbowed out basketball shoes as the secondhand market’s hottest sneakers.
Beneath the Surface of Women’s World Cup Marketing
Companies like Nike and Adidas see big growth opportunities in women’s football. But while the game is often marketed with an inspirational wrapper of female empowerment, its growing prominence has also drawn attention to the persistent exploitation of largely women workers in the apparel and footwear supply chain.
Beneath the Surface of Women’s World Cup Marketing
Companies like Nike and Adidas see big growth opportunities in women’s football. But while the game is often marketed with an inspirational wrapper of female empowerment, its growing prominence has also drawn attention to the persistent exploitation of largely women workers in the apparel and footwear supply chain.
How Sports Partnerships Are Making Fashion’s Waste Problem Worse
Sportswear giants like Nike and Adidas churn out mountains of apparel and equipment for their sponsored teams each season, the bulk of which ends up in the trash. Now, start-ups and designers are trying to reduce waste by upcycling this unused merch.
How Sports Partnerships Are Making Fashion’s Waste Problem Worse
Sportswear giants like Nike and Adidas churn out mountains of apparel and equipment for their sponsored teams each season, the bulk of which ends up in the trash. Now, start-ups and designers are trying to reduce waste by upcycling this unused merch.
Seizing Fashion’s World Cup Opportunity
As FIFA’s Women’s World Cup tournament continues, the chance for brands to get in front of its growing audience is exponential. That, and what else to watch for in The Week Ahead.
Seizing Fashion’s World Cup Opportunity
As FIFA’s Women’s World Cup tournament continues, the chance for brands to get in front of its growing audience is exponential. That, and what else to watch for in The Week Ahead.
Martine Rose on Fashion’s Football Obsession
The cult designer’s sellout tie-up with Nike for the US women’s national soccer team demonstrates the sport’s soaring star power and opportunity for brands to cash in on the Women’s World Cup.
Martine Rose on Fashion’s Football Obsession
The cult designer’s sellout tie-up with Nike for the US women’s national soccer team demonstrates the sport’s soaring star power and opportunity for brands to cash in on the Women’s World Cup.
How Fashion Entered the Formula One Race
A new owner, media-friendly strategy and an upcoming Brad Pitt film have helped catapult Formula One into the cultural spotlight. For brands, there are untapped opportunities in the sport – “like a Super Bowl every weekend”.
How Fashion Entered the Formula One Race
A new owner, media-friendly strategy and an upcoming Brad Pitt film have helped catapult Formula One into the cultural spotlight. For brands, there are untapped opportunities in the sport – “like a Super Bowl every weekend”.
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.