Agenda-setting intelligence, analysis and advice for the global fashion community.
In 2024, challenger sportswear players — such as Deckers (owner of Hoka) and Asics — are expected to create over 50 percent of the segment’s value, surpassing incumbent sportswear brands known as the “Big Four” (Nike, Adidas, Puma and Under Armour) in economic profit for the first time, according to the McKinsey Global Fashion Index.
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