Agenda-setting intelligence, analysis and advice for the global fashion community.
Tiger Woods will on Feb. 12 announce his first moves following the end of his
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Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.
It’s not just sports superstars sitting front row at fashion week. Today, luxury labels are looking to work with emerging athletes from niche sports, giving rise to new dealmakers who match brands with eager skateboarders, boxers and rugby players.
High-profile athletes used to make money by inking licensing deals with retailers that use their names on jerseys and shorts. Today, sports stars like Russell Westbrook and Megan Rapinoe are launching their own labels, with full financial and creative control.
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.
Women’s sports are booming and fashion is missing out, according to new analysis from Bank of America.
Gas prices won’t be the only thing rising due to the United States’ conflict with Iran. Prepare to feel the impact through some of your favourite fashion brands in the sportswear space too.
On finished its 2025 fiscal year with 30 percent sales growth. Despite its successful run last year, the company isn’t getting ahead of itself for 2026. Co-founder David Allemann explains that and more in today’s newsletter.
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.
Beauty brands must rethink upselling with smarter value plays, from curated bundles to jumbo sizes and subscriptions, to keep their customers from switching to the competition.
Check out this week’s new partner and job openings on BoF Careers, the global marketplace for fashion and beauty talent.
The Savannah, Ga.-based pajama brand has developed a devoted following for its super-soft pyjamas. With their first daywear collection, they’re hoping that loyalty will apply in a much more competitive category
Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.
