Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Adidas Is Suing a Sneaker Leaker

The activewear giant’s legal action against the popular sneaker news site Sole Retriever exposes hidden fault lines in the industry’s relationship with the media that covers it.

Adidas' star basketball player Anthony Edwards wearing a red and green colorway of his signature AE 2 basketball sneaker — The significance of the Anthony Edwards' upcoming AE 3 signature shoe is at the center of why Adidas is suing Sole Retriever

Mike Sykes

20 March 2026

BoF PROFESSIONAL

Sneaker brands have always had a love-hate relationship with the vast ecosystem of websites and social media accounts that disseminate rumours, design specs and photos of uncertain provenance about upcoming releases. They can play a useful role in generating buzz around new products. They can also disrupt carefully planned campaigns and open up designs to criticism based on incomplete information.

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About the author

Mike Sykes

Mike Sykes is the Sports and Fashion Correspondent at the Business of Fashion. He is based in Washington, D.C. and is laser-focused on covering the sportswear world where it intersects with fashion, tech and more.

In This Article

Topics

Sports

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