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Sports

How Adidas Engineered Its Big Comeback

Two years ago, Adidas was in crisis after terminating its Yeezy business. But since then, the brand has engineered a remarkable turnaround, led by CEO Bjørn Gulden and the success of its Samba sneakers. Gulden and other Adidas executives opened up about the changes that got the company back on track, and what’s next for the sneaker giant.

Sports

How Adidas Engineered Its Big Comeback

Two years ago, Adidas was in crisis after terminating its Yeezy business. But since then, the brand has engineered a remarkable turnaround, led by CEO Bjørn Gulden and the success of its Samba sneakers. Gulden and other Adidas executives opened up about the changes that got the company back on track, and what’s next for the sneaker giant.


Sports

Nike CEO John Donahoe to Step Down

The embattled chief executive will make way for Elliott Hill, a Nike veteran who had retired from the brand in 2020.

Sports

Nike CEO John Donahoe to Step Down

The embattled chief executive will make way for Elliott Hill, a Nike veteran who had retired from the brand in 2020.


Luxury

LVMH Close to F1 Sponsorship Deal for Range of Brands

The French luxury conglomerate is in late stage talks to become a major sponsor of Formula One in a deal that could see brands beyond Tag Heuer on the track.

Luxury

LVMH Close to F1 Sponsorship Deal for Range of Brands

The French luxury conglomerate is in late stage talks to become a major sponsor of Formula One in a deal that could see brands beyond Tag Heuer on the track.


Sports

The Debate Over Nike’s CEO Bursts Into the Open

Speculation about the chief executive’s future is now happening in the open public as pressure grows on Nike's management to enact a turnaround — and do it sooner than later.

Sports

The Debate Over Nike’s CEO Bursts Into the Open

Speculation about the chief executive’s future is now happening in the open public as pressure grows on Nike's management to enact a turnaround — and do it sooner than later.


Sports

How Running Went High Tech

Forget your $285 Nike Alphaflys and that $150 Salomon technical vest. The biggest flex is turning up to run club with a perfect recovery score on Oura or Whoop.

Sports

How Running Went High Tech

Forget your $285 Nike Alphaflys and that $150 Salomon technical vest. The biggest flex is turning up to run club with a perfect recovery score on Oura or Whoop.


Sports

Why Cult Skate Brands Roll Past the Olympics

Despite skateboarding now being part of the Olympics, a number of influential skateboard brands like Supreme and Palace don't bother marketing at the global event.

Sports

Why Cult Skate Brands Roll Past the Olympics

Despite skateboarding now being part of the Olympics, a number of influential skateboard brands like Supreme and Palace don't bother marketing at the global event.


Beauty

Beauty’s Olympics Marketing Playbook

Beauty brands may not have their logo on an athlete’s uniform, but they’re still finding ways to market around the Olympics through partnerships with top athletes and social-media friendly campaigns.

Beauty

Beauty’s Olympics Marketing Playbook

Beauty brands may not have their logo on an athlete’s uniform, but they’re still finding ways to market around the Olympics through partnerships with top athletes and social-media friendly campaigns.


Sports

Fashion’s Sports Obsession Is No Accident

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.

Sports

Fashion’s Sports Obsession Is No Accident

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.


Sports

How Fashion Can Nail the Tricky Details of Sports Partnerships

As fashion’s interest in sports grows, brands are getting a crash course in the complicated world of sports sponsorships.

Sports

How Fashion Can Nail the Tricky Details of Sports Partnerships

As fashion’s interest in sports grows, brands are getting a crash course in the complicated world of sports sponsorships.


Sports

Inside New Balance’s Plan to Become a $10 Billion Sportswear Giant

In under a decade, the Boston-based company transformed itself from a brand for dads and runners into one of the hottest players in the sneaker world. Now, it’s using the Olympics and an expanding roster of collaborators, athlete partners and sports categories as catalysts to achieve its lofty ambitions.

Sports

Inside New Balance’s Plan to Become a $10 Billion Sportswear Giant

In under a decade, the Boston-based company transformed itself from a brand for dads and runners into one of the hottest players in the sneaker world. Now, it’s using the Olympics and an expanding roster of collaborators, athlete partners and sports categories as catalysts to achieve its lofty ambitions.


Retail

J.Crew’s Unorthodox Olympics Moment

The American retailer was able to tap into the cachet of the world’s largest sporting event without being an official sponsor or licensee. The result was one of its most successful collaborations in recent memory.

Retail

J.Crew’s Unorthodox Olympics Moment

The American retailer was able to tap into the cachet of the world’s largest sporting event without being an official sponsor or licensee. The result was one of its most successful collaborations in recent memory.


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.

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.