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.
Sports
How the collision of sports and fashion is creating new opportunities in both industries.
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.
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.
Running’s Big Fashion Opportunity
The explosive growth of running has created a competitive space where new and old running brands must figure out distinct ways to reach consumers who see running as a lifestyle rather than just sport.
Running’s Big Fashion Opportunity
The explosive growth of running has created a competitive space where new and old running brands must figure out distinct ways to reach consumers who see running as a lifestyle rather than just sport.
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.
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.
Can Vans Recapture Its Cool?
Vans is making headway in winning back customers with unconventional new products, though overall sales are still sliding.
Can Vans Recapture Its Cool?
Vans is making headway in winning back customers with unconventional new products, though overall sales are still sliding.
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.
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.
Has Fashion’s Convergence With Sports Gone Too Far?
The deluge of sports-inspired product releases and collaborations between brands and sports teams or athletes has saturated the market and started to spur a backlash. But insiders say there is still room for tie-ups which go beyond simple logo swaps or licensing deals.
Has Fashion’s Convergence With Sports Gone Too Far?
The deluge of sports-inspired product releases and collaborations between brands and sports teams or athletes has saturated the market and started to spur a backlash. But insiders say there is still room for tie-ups which go beyond simple logo swaps or licensing deals.
Why Some Sports Win Big in Fashion — and Others Don’t | The Debrief
Senior correspondent Sheena Butler-Young and executive editor Brian Baskin are joined by BoF sports correspondent Daniel-Yaw Miller to examine how luxury brands are tapping into the world of sports, from football and Formula 1 to women’s basketball.
Why Some Sports Win Big in Fashion — and Others Don’t | The Debrief
Senior correspondent Sheena Butler-Young and executive editor Brian Baskin are joined by BoF sports correspondent Daniel-Yaw Miller to examine how luxury brands are tapping into the world of sports, from football and Formula 1 to women’s basketball.
How Marathons Became Fashion Shows
This year’s New York City Marathon will witness an unprecedented slew of fashion-related activations like branded run clubs, sneaker drops and even a beauty sponsorship as the industry goes all in on running culture.
How Marathons Became Fashion Shows
This year’s New York City Marathon will witness an unprecedented slew of fashion-related activations like branded run clubs, sneaker drops and even a beauty sponsorship as the industry goes all in on running culture.
KidSuper’s Colm Dillane Teams Up With the NBA’s Brooklyn Nets
The collaboration marks the first collection from the Nets’ new in-house label, Bero. For Dillane, a New York native, it needed to be more than another superficial logo swap.
KidSuper’s Colm Dillane Teams Up With the NBA’s Brooklyn Nets
The collaboration marks the first collection from the Nets’ new in-house label, Bero. For Dillane, a New York native, it needed to be more than another superficial logo swap.
Case Study | The Strategy That Brought Adidas Back From the Brink
Adidas has mounted one of the more remarkable turnarounds in recent memory after facing a crisis two years ago from the end of its Yeezy business. BoF spoke to chief executive Bjørn Gulden and other members of Adidas’ leadership to unpack how a series of bold decisions on products like its Samba sneaker, a move to refocus the brand on athletes and internal shifts brought Adidas back from the brink.
Case Study | The Strategy That Brought Adidas Back From the Brink
Adidas has mounted one of the more remarkable turnarounds in recent memory after facing a crisis two years ago from the end of its Yeezy business. BoF spoke to chief executive Bjørn Gulden and other members of Adidas’ leadership to unpack how a series of bold decisions on products like its Samba sneaker, a move to refocus the brand on athletes and internal shifts brought Adidas back from the brink.
Fashion Brands Are Capitalising on Baseball’s Biggest World Series in Decades
The high-profile matchup between the New York Yankees and Los Angeles Dodgers has brands from both cities finding creative ways to take advantage, with or without an official MLB licence.
Fashion Brands Are Capitalising on Baseball’s Biggest World Series in Decades
The high-profile matchup between the New York Yankees and Los Angeles Dodgers has brands from both cities finding creative ways to take advantage, with or without an official MLB licence.
The NFL Makes a Play for Women’s Fashion
After a Taylor Swift-related surge in viewership and buzz last season, the NFL is partnering with New York-based Veronica Beard to capitalise on the fashion opportunity.
The NFL Makes a Play for Women’s Fashion
After a Taylor Swift-related surge in viewership and buzz last season, the NFL is partnering with New York-based Veronica Beard to capitalise on the fashion opportunity.
THE NEWS IN BRIEF
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.