Agenda-setting intelligence, analysis and advice for the global fashion community.
When Hoka One One released a new sneaker in 2020 featuring the brand’s signature bright colours, chunky midsole and rocker heel, the website Gear Patrol asked: “What the Hell Is Going on With This Weird New Running Shoe?”
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Brands, retailers and investors are betting on trail running, the fast-growing endurance sport, to become activewear’s next big category.
On hasn’t taken long to turn its unconventional performance-running shoes into one of the world’s most recognisable footwear brands. The Swiss company, launched in 2010, has won credibility with the running elite while cultivating a loyal fashion fanbase, with support from tennis star Roger Federer.
Nike and On are dominating the sneaker category today thanks to their focus on performance-driven products and discipline in their direct channels.
Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.
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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.
The executive order directs the FTC chairman to prioritise enforcement of existing laws against sellers and manufacturers who falsely claim products are made in America.
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