On Targets High-Teens Growth Through 2029
The Swiss brand revealed its plan to keep up its momentum with new products in sports such as golf and its Mbappé-supported entry into football ahead of its investor day Tuesday.
Sports
How the collision of sports and fashion is creating new opportunities in both industries.
Is Adidas Misreading the Market for Pharrell’s ‘Jellyfish’ Sneaker?
This weekend’s release of the Pharrell Williams-designed shoe, which has been one of Adidas’ most exclusive and sought-after products over the last year, suggests the company is significantly widening distribution. It might be a misstep.
Yeezy Has Officially Re-Entered the Zeitgeist
The brand from rapper Ye (formerly Kanye West) is back on major retail shelves thanks to a new partnership with JD Sports.
BoF Professional Masterclass | Sports Marketing Strategies That Work
Join us for our next BoF Professional Masterclass on Wednesday, August 5, at 17:00 BST / 12:00 EDT as BoF’s Marc Bain and Mike Sykes unpack the strategies Uniqlo, Sephora and Amiri are using now to find success in sports and forge relationships that are yielding real results.
Case Study | Sports Marketing Strategies That Work
Genuinely impactful sports marketing has become harder to come by as fashion and beauty companies have saturated the marketplace. But there are still valuable opportunities available for brands that can find the right partners and forge real connections to sports culture.
Opinion: Erling Haaland Shows All Is Not Lost for Nike
Though Adidas dressed both teams in the World Cup finals, the global football tournament still presented some bright spots for Nike, writes Bloomberg’s Andrea Felsted.
The Sports Moments Fashion Is Eyeing After the World Cup
The World Cup might be over, but there are still several events coming up on the sports calendar that also offer a stage for fashion brands.
The World Cup’s Biggest Fashion Moments in Five Charts
Data from the 2026 tournament reveals how a mix of reactive tactics, organic player influence and high-heat collaborations drove the real commercial value beyond official sponsorships.
All the Ways Adidas Will Win From the World Cup Final
After Argentina’s comeback victory over England in the World Cup, the competition will come down to two Adidas teams, giving the brand a variety of ways to capitalise on the biggest stage in sports.
Sportswear’s Giants Prepare for a Perfect World Cup Ending
As we enter the final week of the World Cup, Nike and Adidas are the only two sportswear brands left standing in the tournament. The stakes are high for everyone involved.
Adidas Got an Early Lead Stealing the World Cup Spotlight
Data through the end of June suggests Adidas edged out Nike in grabbing attention, but there’s still plenty of time left in the tournament.
Travis Kelce Is Becoming Fashion’s New Favourite Athlete
The NFL star and new husband of Taylor Swift has been one of fashion’s preferred collaborators in the past year. Now that his celebrity has risen to new heights, his presence in fashion is set to take off.
Fashion’s Golden Opportunity in Team USA’s World Cup Moment
The US men’s national team is on its best run in decades, and shoppers want to be in on the moment. Will fashion join the party?
THE NEWS IN BRIEF
Alexandre Arnault Joins Nike’s Board of Directors
The LVMH executive joins Nike’s board as the sportswear giant prepares to be removed from the S&P 100 index after nearly two decades.
Nike Shareholders Reject Climate Proposal Backed by Norway Wealth Fund
The proposal urged more transparency about the company’s climate goals, including the disclosure of details on how the sportswear maker intends to achieve emissions-reduction targets.
Nike Hires Walmart Veteran Ewing as Chief Commercial Officer
Jane Ewing, who was most recently interim chief executive officer for Sam’s Club in China, will join Nike on Sept. 7.
Dick’s Sporting Goods Cuts Annual Forecasts as Demand Weakens
The sports retailer cut its full-year sales and profit forecasts as a cautious consumer environment hit demand for athletic apparel and sporting goods.
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.
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.