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.
Case Study | Fashion’s New Rules For Sports Marketing
Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.
Case Study | Fashion’s New Rules For Sports Marketing
Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.
Puma Hires A$AP Rocky as Creative Director of Formula 1 Partnership
The acclaimed rapper and frequent fashion collaborator will design a capsule collection to be released at the Las Vegas Grand Prix in November. In future seasons, he will have wider creative control over the brand’s multi-year licensing deal with F1.
Puma Hires A$AP Rocky as Creative Director of Formula 1 Partnership
The acclaimed rapper and frequent fashion collaborator will design a capsule collection to be released at the Las Vegas Grand Prix in November. In future seasons, he will have wider creative control over the brand’s multi-year licensing deal with F1.
Inside the Big Business of Styling Athletes
NBA stars and footballers are increasingly leaning on a network of powerful style consultants to help them shape their personal brands away from their day jobs, laying the groundwork for lucrative brand deals.
Inside the Big Business of Styling Athletes
NBA stars and footballers are increasingly leaning on a network of powerful style consultants to help them shape their personal brands away from their day jobs, laying the groundwork for lucrative brand deals.
How Adidas Is Introducing a New Generation to Its Oldest Sneakers
The sportswear giant’s lifestyle and fashion division is set to release a new campaign and “visual identity” to emphasise the cultural cachet of its Samba, Gazelle and Superstar sneaker franchises.
How Adidas Is Introducing a New Generation to Its Oldest Sneakers
The sportswear giant’s lifestyle and fashion division is set to release a new campaign and “visual identity” to emphasise the cultural cachet of its Samba, Gazelle and Superstar sneaker franchises.
Why the Time Is Right for a Gorpcore IPO
Amer Sports, the owner of Arc’teryx and Salomon is eyeing a US listing at a $10 billion valuation, even as fashion may be moving on from its outdoor fashion craze.
Why the Time Is Right for a Gorpcore IPO
Amer Sports, the owner of Arc’teryx and Salomon is eyeing a US listing at a $10 billion valuation, even as fashion may be moving on from its outdoor fashion craze.
‘Sportstyle’ Footwear Is Taking Over the Sneaker Resale Market
Brands like Asics, Hoka and Salomon have by some measures elbowed out basketball shoes as the secondhand market’s hottest sneakers.
‘Sportstyle’ Footwear Is Taking Over the Sneaker Resale Market
Brands like Asics, Hoka and Salomon have by some measures elbowed out basketball shoes as the secondhand market’s hottest sneakers.
Beneath the Surface of Women’s World Cup Marketing
Companies like Nike and Adidas see big growth opportunities in women’s football. But while the game is often marketed with an inspirational wrapper of female empowerment, its growing prominence has also drawn attention to the persistent exploitation of largely women workers in the apparel and footwear supply chain.
Beneath the Surface of Women’s World Cup Marketing
Companies like Nike and Adidas see big growth opportunities in women’s football. But while the game is often marketed with an inspirational wrapper of female empowerment, its growing prominence has also drawn attention to the persistent exploitation of largely women workers in the apparel and footwear supply chain.
How Sports Partnerships Are Making Fashion’s Waste Problem Worse
Sportswear giants like Nike and Adidas churn out mountains of apparel and equipment for their sponsored teams each season, the bulk of which ends up in the trash. Now, start-ups and designers are trying to reduce waste by upcycling this unused merch.
How Sports Partnerships Are Making Fashion’s Waste Problem Worse
Sportswear giants like Nike and Adidas churn out mountains of apparel and equipment for their sponsored teams each season, the bulk of which ends up in the trash. Now, start-ups and designers are trying to reduce waste by upcycling this unused merch.
Seizing Fashion’s World Cup Opportunity
As FIFA’s Women’s World Cup tournament continues, the chance for brands to get in front of its growing audience is exponential. That, and what else to watch for in The Week Ahead.
Seizing Fashion’s World Cup Opportunity
As FIFA’s Women’s World Cup tournament continues, the chance for brands to get in front of its growing audience is exponential. That, and what else to watch for in The Week Ahead.
Martine Rose on Fashion’s Football Obsession
The cult designer’s sellout tie-up with Nike for the US women’s national soccer team demonstrates the sport’s soaring star power and opportunity for brands to cash in on the Women’s World Cup.
Martine Rose on Fashion’s Football Obsession
The cult designer’s sellout tie-up with Nike for the US women’s national soccer team demonstrates the sport’s soaring star power and opportunity for brands to cash in on the Women’s World Cup.
How Fashion Entered the Formula One Race
A new owner, media-friendly strategy and an upcoming Brad Pitt film have helped catapult Formula One into the cultural spotlight. For brands, there are untapped opportunities in the sport – “like a Super Bowl every weekend”.
How Fashion Entered the Formula One Race
A new owner, media-friendly strategy and an upcoming Brad Pitt film have helped catapult Formula One into the cultural spotlight. For brands, there are untapped opportunities in the sport – “like a Super Bowl every weekend”.
Nike’s Complex Relationship With Wholesale, Explained
The sportswear giant is quietly returning to third-party stores six years after it first announced a pivot toward direct channels. But this isn’t a reversal of priorities as much as it is an evolution of Nike’s distribution strategy, analysts say.
Nike’s Complex Relationship With Wholesale, Explained
The sportswear giant is quietly returning to third-party stores six years after it first announced a pivot toward direct channels. But this isn’t a reversal of priorities as much as it is an evolution of Nike’s distribution strategy, analysts say.
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.