Skip to main content
BoF Logo

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

The Business of Fashion
Retail

This Week: Fashion Chases Olympic Glory and Tries to Shake the Back-to-School Blues

The Summer Olympics in Paris are already proving a potent marketing opportunity. In the US, back-to-school shopping is falling short of expectations.
Many brands saw Friday's opening ceremony as a key marketing moment.
Many brands saw Friday's opening ceremony as a key marketing moment. (Pool)
By
BoF PROFESSIONAL

Fashion’s first big Olympics moment came days before Friday’s opening ceremonies, when athletes from around the world took to TikTok to show off the impressive hauls they’d been gifted by Nike, Ralph Lauren, Skims and others. Those early viral videos boded well for brands that are

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

About the author
Brian Baskin
Brian Baskin

Brian Baskin is Executive Editor at The Business of Fashion. He is based in New York and oversees BoF's beauty, retail, direct-to-consumer, technology, marketing and workplace verticals.

In This Article
Topics
Organisations
Tags

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.