Agenda-setting intelligence, analysis and advice for the global fashion community.
The National Football League wants to give its growing cohort of female fans an elevated take on game day gear.
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As fashion’s interest in sports grows, brands are getting a crash course in the complicated world of sports sponsorships.
Women’s sports viewership has been rising for years and the influence of female athletes is growing with it — but fashion has yet to fully capitalise on the marketing opportunity.
The Olympics are proving a perfect marriage of the sports and fashion industries. It’s the culmination of several factors that have turned sport into fashion’s most exciting new arena over the past two years.
Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.
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.
Saks is moving towards exiting bankruptcy and tapped an additional $300 million of its Chapter 11 financing package.
War in the Middle East, the luxury industry’s fastest-growing market, threatens to delay a long-expected rebound in demand.
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.
