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.
Nike’s Comeback Finally Takes Shape
The sportswear giant’s latest earnings results showed clear signs of progress for a long-awaited comeback, but there’s still plenty of work left to be done.
Nike’s Comeback Finally Takes Shape
The sportswear giant’s latest earnings results showed clear signs of progress for a long-awaited comeback, but there’s still plenty of work left to be done.
Virgil Abloh’s Legacy Continues
New Virgil Abloh Archive sneakers have surfaced at Paris Fashion Week, leading people to believe that there’s something new coming with Nike (and Off-White isn’t part of it).
Virgil Abloh’s Legacy Continues
New Virgil Abloh Archive sneakers have surfaced at Paris Fashion Week, leading people to believe that there’s something new coming with Nike (and Off-White isn’t part of it).
Sports and Fashion Are Tighter Than Ever. But Who’s Really Winning?
New partnerships between teams, leagues, players and brands popping up almost daily. Which of these deals work – and how to measure success – is open to interpretation.
Sports and Fashion Are Tighter Than Ever. But Who’s Really Winning?
New partnerships between teams, leagues, players and brands popping up almost daily. Which of these deals work – and how to measure success – is open to interpretation.
Clearing The Air on Puma + Adidas’ Big Game Opportunity
The rumour mill around Puma has churned out several different scenarios for the brand’s future in the last few weeks. We got to the bottom of one with the source.
Clearing The Air on Puma + Adidas’ Big Game Opportunity
The rumour mill around Puma has churned out several different scenarios for the brand’s future in the last few weeks. We got to the bottom of one with the source.
This Week: Are Investors Buying Nike’s New Narrative?
The sneaker giant reports results on Monday, as the focus shifts from the brand’s turnaround story to tangible results. Plus, The BoF 500 welcomes another class.
This Week: Are Investors Buying Nike’s New Narrative?
The sneaker giant reports results on Monday, as the focus shifts from the brand’s turnaround story to tangible results. Plus, The BoF 500 welcomes another class.
The Hard Part for NikeSkims Begins Now
NikeSkims feels like a sure thing, but the two brands still have a lot to prove when it comes to their new partnership.
The Hard Part for NikeSkims Begins Now
NikeSkims feels like a sure thing, but the two brands still have a lot to prove when it comes to their new partnership.
Proof That Brand Values Still Matter
It’s easy to fall into the trap of believing that consumers will buy whatever their favorite brands are willing to sell them in 2025, but that’s not always the case.
Proof That Brand Values Still Matter
It’s easy to fall into the trap of believing that consumers will buy whatever their favorite brands are willing to sell them in 2025, but that’s not always the case.
At Long Last, NikeSkims Makes Its Debut
By pairing top athletes with Kim Kardashian, the campaign signals NikeSkims is courting a broader audience that blurs the lines between performance and lifestyle.
At Long Last, NikeSkims Makes Its Debut
By pairing top athletes with Kim Kardashian, the campaign signals NikeSkims is courting a broader audience that blurs the lines between performance and lifestyle.
Not So Fast on a Puma and Adidas Reunion
Speculation about a potential reunion between the two legacy German footwear brands ran wild this week, but it might not be as brilliant an idea as it sounds.
Not So Fast on a Puma and Adidas Reunion
Speculation about a potential reunion between the two legacy German footwear brands ran wild this week, but it might not be as brilliant an idea as it sounds.
Why Tom Sachs’ Controversy Didn’t Ruin the Mars Yard 3.0
Tom Sachs’ upcoming release is more proof that scandal doesn’t matter in 2025.
Why Tom Sachs’ Controversy Didn’t Ruin the Mars Yard 3.0
Tom Sachs’ upcoming release is more proof that scandal doesn’t matter in 2025.
Tommy Hilfiger Talks Team Cadillac and F1 Fashion
Tommy Hilfiger is dressing Team Cadillac — the newest team on the grid. We talked to him about his history in the sport and the opportunity he sees in teaming up with the classic American automotive brand.
Tommy Hilfiger Talks Team Cadillac and F1 Fashion
Tommy Hilfiger is dressing Team Cadillac — the newest team on the grid. We talked to him about his history in the sport and the opportunity he sees in teaming up with the classic American automotive brand.
Fusing Football and Fashion With Kyle Smith
Kyle Smith chats with BoF about his first year on the job as the NFL’s first fashion editor and his ultimate vision for the league.
Fusing Football and Fashion With Kyle Smith
Kyle Smith chats with BoF about his first year on the job as the NFL’s first fashion editor and his ultimate vision for the league.
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.