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.
Hill faces an uphill battle when it comes to gaining steam in China and rejuvenating the struggling Converse brand.
Bad Bunny took the fashion world by surprise by wearing Zara for the Super Bowl halftime show. For some, that was a big disappointment.
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 EEOC’s claim that Nike has engaged in a pattern of ‘disparate treatment’ against white employees is something everyone should be watching closely.
Building on fashion’s breakout Super Bowl in 2025, brands are getting even more creative in how they show up this year as the frenzy around the Big Game reaches new heights.
NFL commissioner Roger Goodell and Abercrombie & Fitch CEO Fran Horowitz spoke to The Business of Fashion about their fashion strategy designed to deepen fandom and cultural relevance while expanding the league’s commercial playbook.
Nike’s release of its ‘Costco’ SB Dunk Low might actually be better than the shoes themselves.
At Milano Cortina, brands are turning the Winter Games into a category marketing machine for winterwear, using uniforms, fan gear and post-Games athlete deals to drive growth.
Thom Browne, Abercrombie & Fitch and Tecovas are among the brands with Super Bowl activations. Meanwhile, the Winter Olympics kick off in Milan.
Adidas’ staggering growth continues while the rest of the sportswear industry struggles to find its footing.
The activewear company’s dilemma is familiar to many companies that have grown rapidly and need to find ways to keep expanding while competitors encroach.
Dominic Platt, chief financial officer of the British sportswear retailer, told Reuters, ‘Much as there's a lot of talk about Nike, it's still the most popular brand out there and it's still a very strong brand.’
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.
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.
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.
Jane Ewing, who was most recently interim chief executive officer for Sam’s Club in China, will join Nike on Sept. 7.
The sports retailer cut its full-year sales and profit forecasts as a cautious consumer environment hit demand for athletic apparel and sporting goods.
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.
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.