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.
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.
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.
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.
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.
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.
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.
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.
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.
Inside Fashion’s Biggest Olympics Ever
Long the marketing domain of sportswear giants, the 2024 Olympic games in Paris are seeing an influx of fashion advertisers who are getting creative in how they capitalise on one of the few remaining events with massive global impact.
Inside Fashion’s Biggest Olympics Ever
Long the marketing domain of sportswear giants, the 2024 Olympic games in Paris are seeing an influx of fashion advertisers who are getting creative in how they capitalise on one of the few remaining events with massive global impact.
Arsenal Partners With Labrum London on 2024/25 Away Kit
Labrum founder Foday Dumbuya is the first independent designer to create an on-field jersey for a Premier League team.
Arsenal Partners With Labrum London on 2024/25 Away Kit
Labrum founder Foday Dumbuya is the first independent designer to create an on-field jersey for a Premier League team.
The Group Bringing Luxury’s Marketing Playbook to Women’s Sport
Mercury/13, a recently launched group focused on acquiring and transforming women’s football teams, is taking cues from the luxury industry to rebrand the first club in its portfolio, FC Como Women.
The Group Bringing Luxury’s Marketing Playbook to Women’s Sport
Mercury/13, a recently launched group focused on acquiring and transforming women’s football teams, is taking cues from the luxury industry to rebrand the first club in its portfolio, FC Como Women.
Supreme’s Sale to EssilorLuxottica, Explained
North Face owner VF Corp is selling the streetwear juggernaut to the Italian eyewear giant for $1.5 billion in cash. BoF breaks down the deal.
Supreme’s Sale to EssilorLuxottica, Explained
North Face owner VF Corp is selling the streetwear juggernaut to the Italian eyewear giant for $1.5 billion in cash. BoF breaks down the deal.
The Technology Behind On’s Newest ‘Super Shoe’
The Swiss brand’s athletes have already been winning races using its new technology, LightSpray, which forms the basis of its latest racing sneaker, the $330 Cloudboom Strike LS.
The Technology Behind On’s Newest ‘Super Shoe’
The Swiss brand’s athletes have already been winning races using its new technology, LightSpray, which forms the basis of its latest racing sneaker, the $330 Cloudboom Strike LS.
Athletes Don’t Want Nike or Adidas Anymore. They Want Independence.
Young stars increasingly favour deals with lesser known brands that align with their personal values and allow them to play a bigger role, creatively and commercially.
Athletes Don’t Want Nike or Adidas Anymore. They Want Independence.
Young stars increasingly favour deals with lesser known brands that align with their personal values and allow them to play a bigger role, creatively and commercially.
Where Does Nike Go From Here?
With pressure mounting on CEO John Donahoe, the sportswear giant’s precise turnaround plan remains unclear. But the rehiring of Nike veteran Tom Peddie this week offered more clues on the brand’s direction.
Where Does Nike Go From Here?
With pressure mounting on CEO John Donahoe, the sportswear giant’s precise turnaround plan remains unclear. But the rehiring of Nike veteran Tom Peddie this week offered more clues on the brand’s direction.
The Logic Behind C.P. Company’s Manchester City Partnership
The reigning Premier League champions will wear the Italian brand’s clothing ahead of “away” Champions League games from next season onwards.
The Logic Behind C.P. Company’s Manchester City Partnership
The reigning Premier League champions will wear the Italian brand’s clothing ahead of “away” Champions League games from next season onwards.
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.