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Adidas and Puma Eye Chances in Football’s Fashion Moment

Sportswear giants continue their flirtation with football as they expand their reach beyond the sport’s traditional fan base, Reuters reports.
Models wear Adidas football shirts.
Sportswear brands like Adidas and Puma are seeking to take advantage of a flirtation with soccer by the fashion world to reach a new customer base. (Cheb Moha)

Sportswear brands like Adidas and Puma are seeking to take advantage of a flirtation with soccer by the fashion world to reach a new customer base, building in part on demand created by this summer’s successful Women’s World Cup.

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Further Reading

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.

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.

Can a Football Club Become a Luxury Brand?

French footballing giant Paris Saint-Germain opened a new flagship store in New York last week, signalling its intention to become the sport’s first true fashion brand.

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