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 On’s Hot 2025 Turned Into a Cautious 2026
On finished its 2025 fiscal year with 30 percent sales growth. Despite its successful run last year, the company isn’t getting ahead of itself for 2026. Co-founder David Allemann explains that and more in today’s newsletter.
Why On’s Hot 2025 Turned Into a Cautious 2026
On finished its 2025 fiscal year with 30 percent sales growth. Despite its successful run last year, the company isn’t getting ahead of itself for 2026. Co-founder David Allemann explains that and more in today’s newsletter.
What Is Nike Doing With Its ACG Label?
The activewear giant seems intent on turning its nearly 40-year-old niche outdoor fashion brand into a mainstream success. The plan hinges on convincing backpackers and athletes its rugged technical gear can perform just as well as The North Face or Arc’teryx.
What Is Nike Doing With Its ACG Label?
The activewear giant seems intent on turning its nearly 40-year-old niche outdoor fashion brand into a mainstream success. The plan hinges on convincing backpackers and athletes its rugged technical gear can perform just as well as The North Face or Arc’teryx.
How Thom Browne Went From an Asics Fan to a Collaborator
Thom Browne’s latest collaboration with Asics is the house’s first with a sportswear brand. Could we see more down the line? He answers that and more in this latest interview with The Business of Fashion.
How Thom Browne Went From an Asics Fan to a Collaborator
Thom Browne’s latest collaboration with Asics is the house’s first with a sportswear brand. Could we see more down the line? He answers that and more in this latest interview with The Business of Fashion.
Why Adidas Is Forcing the Return of the Superstar Upon Us
We’ve seen a lot more of Adidas’ classic Superstar sneaker lately. Let’s talk about why this is happening.
Why Adidas Is Forcing the Return of the Superstar Upon Us
We’ve seen a lot more of Adidas’ classic Superstar sneaker lately. Let’s talk about why this is happening.
An Unexpected Adidas Collab Makes Waves at London Fashion Week
Simone Rocha and Adidas team up to bring the first big surprise to the table for London Fashion Week.
An Unexpected Adidas Collab Makes Waves at London Fashion Week
Simone Rocha and Adidas team up to bring the first big surprise to the table for London Fashion Week.
Challenger Brands Are Still Thriving in Sneakers
New Balance revealed its financial numbers for 2025. They paint a very positive picture for all challenger brands in the sportswear space.
Challenger Brands Are Still Thriving in Sneakers
New Balance revealed its financial numbers for 2025. They paint a very positive picture for all challenger brands in the sportswear space.
Nike Won All-Star Weekend
While the Super Bowl and the opening of the 2026 Milano-Cortina Olympic Games might be in the rearview, we shouldn’t sleep on NBA All-Star Weekend.
Nike Won All-Star Weekend
While the Super Bowl and the opening of the 2026 Milano-Cortina Olympic Games might be in the rearview, we shouldn’t sleep on NBA All-Star Weekend.
Converse Finally Has a New Path Forward
While the Super Bowl and the opening of the 2026 Milano-Cortina Olympic Games might be in the rearview, we shouldn’t sleep on NBA All-Star Weekend.
Converse Finally Has a New Path Forward
While the Super Bowl and the opening of the 2026 Milano-Cortina Olympic Games might be in the rearview, we shouldn’t sleep on NBA All-Star Weekend.
The Debrief | How Fashion Brands Are Winning the Winter Olympics
Strict Olympic marketing rules are forcing brands to get creative. BoF reporters Haley Crawford and Mike Sykes explain how fashion labels are turning the Winter Games into a global advertising moment for winterwear. Plus, they talk about Bad Bunny and all the other fashion moments at the Super Bowl.
The Debrief | How Fashion Brands Are Winning the Winter Olympics
Strict Olympic marketing rules are forcing brands to get creative. BoF reporters Haley Crawford and Mike Sykes explain how fashion labels are turning the Winter Games into a global advertising moment for winterwear. Plus, they talk about Bad Bunny and all the other fashion moments at the Super Bowl.
Nike CEO Hill Sees Turnaround Picking Up From Europe to Asia
Hill faces an uphill battle when it comes to gaining steam in China and rejuvenating the struggling Converse brand.
Nike CEO Hill Sees Turnaround Picking Up From Europe to Asia
Hill faces an uphill battle when it comes to gaining steam in China and rejuvenating the struggling Converse brand.
The Two Sides of Bad Bunny’s Super Bowl Fashion Choices
Bad Bunny took the fashion world by surprise by wearing Zara for the Super Bowl halftime show. For some, that was a big disappointment.
The Two Sides of Bad Bunny’s Super Bowl Fashion Choices
Bad Bunny took the fashion world by surprise by wearing Zara for the Super Bowl halftime show. For some, that was a big disappointment.
Watch Brands Are Piling Into Pricey Sports Deals. Are They Worth It?
Watchmakers ranging from Omega, Breitling, Rolex and TAG Heuer to indie label Norqain are investing millions in blockbuster sports deals but success is not guaranteed.
Watch Brands Are Piling Into Pricey Sports Deals. Are They Worth It?
Watchmakers ranging from Omega, Breitling, Rolex and TAG Heuer to indie label Norqain are investing millions in blockbuster sports deals but success is not guaranteed.
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.