Why Nike’s DEI Fight Matters
The EEOC’s claim that Nike has engaged in a pattern of ‘disparate treatment’ against white employees is something everyone should be watching closely.
Sports
How the collision of sports and fashion is creating new opportunities in both industries.
Highlights
Nike Just Turned Costco Into a Hypebeast Playground
Nike’s release of its ‘Costco’ SB Dunk Low might actually be better than the shoes themselves.
Adidas Keeps Thriving in a Chaos-Filled Market
Adidas’ staggering growth continues while the rest of the sportswear industry struggles to find its footing.
Latest News & Analysis
Fashion Needs to Be More Present in Women’s Sports
Women’s sports are booming and fashion is missing out, according to new analysis from Bank of America.
Fashion Needs to Be More Present in Women’s Sports
Women’s sports are booming and fashion is missing out, according to new analysis from Bank of America.
Sportswear Won’t Escape the Impact of the Iran War
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.
Sportswear Won’t Escape the Impact of the Iran War
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.
Why On’s Hot 2025 Turned Into a Cautious 2026
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.
Why On’s Hot 2025 Turned Into a Cautious 2026
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.
What Is Nike Doing With Its ACG Label?
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.
What Is Nike Doing With Its ACG Label?
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.
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How Thom Browne Went From an Asics Fan to a Collaborator
Thom Browne’s latest collaboration with Asics is the house’s first with a sportswear brand. Could we see more down the line? He answers that and more in this latest interview with The Business of Fashion.
How Thom Browne Went From an Asics Fan to a Collaborator
Thom Browne’s latest collaboration with Asics is the house’s first with a sportswear brand. Could we see more down the line? He answers that and more in this latest interview with The Business of Fashion.
Why Adidas Is Forcing the Return of the Superstar Upon Us
We’ve seen a lot more of Adidas’ classic Superstar sneaker lately. Let’s talk about why this is happening.
Why Adidas Is Forcing the Return of the Superstar Upon Us
We’ve seen a lot more of Adidas’ classic Superstar sneaker lately. Let’s talk about why this is happening.
An Unexpected Adidas Collab Makes Waves at London Fashion Week
Simone Rocha and Adidas team up to bring the first big surprise to the table for London Fashion Week.
An Unexpected Adidas Collab Makes Waves at London Fashion Week
Simone Rocha and Adidas team up to bring the first big surprise to the table for London Fashion Week.
Challenger Brands Are Still Thriving in Sneakers
New Balance revealed its financial numbers for 2025. They paint a very positive picture for all challenger brands in the sportswear space.
Challenger Brands Are Still Thriving in Sneakers
New Balance revealed its financial numbers for 2025. They paint a very positive picture for all challenger brands in the sportswear space.
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Nike Won All-Star Weekend
While the Super Bowl and the opening of the 2026 Milano-Cortina Olympic Games might be in the rearview, we shouldn’t sleep on NBA All-Star Weekend.
Nike Won All-Star Weekend
While the Super Bowl and the opening of the 2026 Milano-Cortina Olympic Games might be in the rearview, we shouldn’t sleep on NBA All-Star Weekend.
Converse Finally Has a New Path Forward
While the Super Bowl and the opening of the 2026 Milano-Cortina Olympic Games might be in the rearview, we shouldn’t sleep on NBA All-Star Weekend.
Converse Finally Has a New Path Forward
While the Super Bowl and the opening of the 2026 Milano-Cortina Olympic Games might be in the rearview, we shouldn’t sleep on NBA All-Star Weekend.
How Fashion Brands Are Winning the Winter Olympics | The Debrief
Strict Olympic marketing rules are forcing brands to get creative. BoF reporters Haley Crawford and Mike Sykes explain how fashion labels are turning the Winter Games into a global advertising moment for winterwear. Plus, they talk about Bad Bunny and all the other fashion moments at the Super Bowl.
How Fashion Brands Are Winning the Winter Olympics | The Debrief
Strict Olympic marketing rules are forcing brands to get creative. BoF reporters Haley Crawford and Mike Sykes explain how fashion labels are turning the Winter Games into a global advertising moment for winterwear. Plus, they talk about Bad Bunny and all the other fashion moments at the Super Bowl.
Nike CEO Hill Sees Turnaround Picking Up From Europe to Asia
Hill faces an uphill battle when it comes to gaining steam in China and rejuvenating the struggling Converse brand.
Nike CEO Hill Sees Turnaround Picking Up From Europe to Asia
Hill faces an uphill battle when it comes to gaining steam in China and rejuvenating the struggling Converse brand.
THE NEWS IN BRIEF
Lululemon Founder Warns CEO Candidates That Board Needs Overhaul
Chip Wilson wrote an open letter to potential candidates for the activewear brand’s next chief executive warning them of problems at the company.
Nike’s Latest SEC Filing Revives Converse Sale Speculation
In a document filed with the Securities and Exchange Commission, the company’s management has approved a plan for organisational changes expected to cost the brand nearly $300 million. One analyst posited the target could be its struggling subsidiary.
Asics Buys Marathon Registration Platforms to Boost Running-Shoe Sales
The Japanese sportswear brand is accelerating global expansion by acquiring race-registration platforms to deepen engagement with runners.
Adidas Profit Forecast Disappoints on Tariffs, Currency Swings
The sportswear brand’s outlook fell short of expectations as US tariffs and adverse currency movements weighed on earnings, dampening investor confidence.
Sportswear Brand On Sees Possible Boost From Lower US Tariff Rate
The Swiss sportswear brand forecast at least 23 percent sales growth in 2026 and an increase in its annual profit margin.
Puma CEO Cites $260 Hyrox Sneaker as Early Step in Turnaround
Chief executive Arthur Hoeld said Puma is counting on training, football, running and ‘sportstyle’ categories to generate profitable growth and buzz.
Puma Forecasts Another Year of Losses, Scraps Dividend
Puma warned 2026 will be a transition year as it liquidates excess inventories, revamps marketing and develops new products to position itself for a turnaround.
Lululemon Faces Second See-Through Leggings Issue in Less Than a Month
A new pair of leggings is being called out for being see-through when wearers bend or squat, adding to the activewear maker’s challenges.