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Sports

Fashion’s Biggest Super Bowl Ever

American brands swooped in on Super Bowl LIX, staging runway shows in its host city of New Orleans and collaborating with halftime star Kendrick Lamar as fashion and football took their relationship to a new level.

Sports

Fashion’s Biggest Super Bowl Ever

American brands swooped in on Super Bowl LIX, staging runway shows in its host city of New Orleans and collaborating with halftime star Kendrick Lamar as fashion and football took their relationship to a new level.


Retail

Nike CEO’s Turnaround Plan Began With Call to NFL’s Roger Goodell

Nike CEO Elliott Hill secured an extension of the company’s critical licensing deal with the NFL through 2038, strengthening both brands' global ambitions as they collaborate on expanding football’s reach.

Retail

Nike CEO’s Turnaround Plan Began With Call to NFL’s Roger Goodell

Nike CEO Elliott Hill secured an extension of the company’s critical licensing deal with the NFL through 2038, strengthening both brands' global ambitions as they collaborate on expanding football’s reach.


Beauty

Op-Ed | How Female Athletes Are Shaping the Future of Business

In an op-ed for The Business of Beauty, five-time Grand Slam champion Maria Sharapova looks back on how brand partnerships shaped her career — and how the stakes have shifted for female athletes today.

Beauty

Op-Ed | How Female Athletes Are Shaping the Future of Business

In an op-ed for The Business of Beauty, five-time Grand Slam champion Maria Sharapova looks back on how brand partnerships shaped her career — and how the stakes have shifted for female athletes today.


Sports

New Balance’s $10 Billion Plan

As the brand races to hit eleven-digit annual sales, CEO Joe Preston opens up for The State of Fashion 2025 about what New Balance is doing that its rivals aren't, the company's unique approach to brand and athlete partnerships and how it plans to stay ahead in the innovation battle.

Sports

New Balance’s $10 Billion Plan

As the brand races to hit eleven-digit annual sales, CEO Joe Preston opens up for The State of Fashion 2025 about what New Balance is doing that its rivals aren't, the company's unique approach to brand and athlete partnerships and how it plans to stay ahead in the innovation battle.


Beauty

The Best of BoF 2024: When Beauty Trends Tap Culture

This year, marketing efforts for everything from skincare to fragrance targeted new cohorts — Gen Alpha, male athletes, pet owners, “MomTok” — and across more channels than ever.

Beauty

The Best of BoF 2024: When Beauty Trends Tap Culture

This year, marketing efforts for everything from skincare to fragrance targeted new cohorts — Gen Alpha, male athletes, pet owners, “MomTok” — and across more channels than ever.


Retail

The Best of BoF 2024: Fashion’s Obsession Reaches Fever Pitch

In 2024, the sneaker world was rocked by missteps and management change at Nike, which now faces a difficult turnaround as challengers like On and Hoka continue their assault. Meanwhile, fashion’s fixation on sport reached a new pitch at the Paris Olympics and shows no signs of letting up.

Retail

The Best of BoF 2024: Fashion’s Obsession Reaches Fever Pitch

In 2024, the sneaker world was rocked by missteps and management change at Nike, which now faces a difficult turnaround as challengers like On and Hoka continue their assault. Meanwhile, fashion’s fixation on sport reached a new pitch at the Paris Olympics and shows no signs of letting up.


Retail

Nike Told to Compensate Workers in High-Profile Labour Controversy

An independent investigation commissioned by The Fair Labour Association — a human rights monitoring organisation that counts Nike as a member — identified several “significant issues” in a long-standing case of alleged wage theft.

Retail

Nike Told to Compensate Workers in High-Profile Labour Controversy

An independent investigation commissioned by The Fair Labour Association — a human rights monitoring organisation that counts Nike as a member — identified several “significant issues” in a long-standing case of alleged wage theft.


Retail

5 Takeaways from Nike’s Earnings

New CEO Elliott Hill outlined his plan to turn Nike around as the company battled through another challenging quarter. There are signs of progress, but it’s going to be a long road back.

Retail

5 Takeaways from Nike’s Earnings

New CEO Elliott Hill outlined his plan to turn Nike around as the company battled through another challenging quarter. There are signs of progress, but it’s going to be a long road back.


Retail

Why Are Sneaker Collaborations So Boring?

Sneaker giants often have a ‘cheat code’ for tie-ups with indie designers, insiders say, reflecting a lack of innovation among legacy players in the industry.

Retail

Why Are Sneaker Collaborations So Boring?

Sneaker giants often have a ‘cheat code’ for tie-ups with indie designers, insiders say, reflecting a lack of innovation among legacy players in the industry.


Retail

This Week: Nike’s Elliott Hill Takes the Stage

The company’s third-quarter earnings call will provide one of the first opportunities for CEO Elliott Hill to lay out his turnaround plan.

Retail

This Week: Nike’s Elliott Hill Takes the Stage

The company’s third-quarter earnings call will provide one of the first opportunities for CEO Elliott Hill to lay out his turnaround plan.


Sports

Indie Fragrance Brands’ Big Athlete Opportunity

Athletes are increasingly getting into fine fragrances, but so far indie fragrance brands haven't returned the favour. That may change as they realise sports stars offer access to a burgeoning new consumer market for scents: young men.

Sports

Indie Fragrance Brands’ Big Athlete Opportunity

Athletes are increasingly getting into fine fragrances, but so far indie fragrance brands haven't returned the favour. That may change as they realise sports stars offer access to a burgeoning new consumer market for scents: young men.


Technology

Puma Is Bringing AI-Generated Design to the Football Pitch

The sports brand is letting Manchester City fans create their own designs for the team’s uniform — no drawing skills needed — with one design to become the club’s third kit for the 2026 season.

Technology

Puma Is Bringing AI-Generated Design to the Football Pitch

The sports brand is letting Manchester City fans create their own designs for the team’s uniform — no drawing skills needed — with one design to become the club’s third kit for the 2026 season.