Adidas Keeps Thriving in a Chaos-Filled Market
Adidas’ staggering growth continues while the rest of the sportswear industry struggles to find its footing.
Sports
How the collision of sports and fashion is creating new opportunities in both industries.
Highlights
Anta Just Saved Puma
After months of speculation, Anta has finally acquired the Pinault family’s 29 percent stake in Puma. Suddenly, the brand’s future doesn’t seem so bleak.
Nike Is Already Winning 2026
Nike is starting the year off on a positive note with momentum behind one of the brand’s newest innovations.
Latest News & Analysis
Adidas Keeps Thriving in a Chaos-Filled Market
Adidas’ staggering growth continues while the rest of the sportswear industry struggles to find its footing.
Adidas Keeps Thriving in a Chaos-Filled Market
Adidas’ staggering growth continues while the rest of the sportswear industry struggles to find its footing.
Lululemon Blames Customers Again After See-Through Tights Fiasco
The activewear company’s dilemma is familiar to many companies that have grown rapidly and need to find ways to keep expanding while competitors encroach.
Lululemon Blames Customers Again After See-Through Tights Fiasco
The activewear company’s dilemma is familiar to many companies that have grown rapidly and need to find ways to keep expanding while competitors encroach.
Anta Just Saved Puma
After months of speculation, Anta has finally acquired the Pinault family’s 29 percent stake in Puma. Suddenly, the brand’s future doesn’t seem so bleak.
Anta Just Saved Puma
After months of speculation, Anta has finally acquired the Pinault family’s 29 percent stake in Puma. Suddenly, the brand’s future doesn’t seem so bleak.
Ye Takes Out Full-Page Ad Apologising for Antisemitic Behaviour and Denying He Is a Nazi
The Yeezy founder and rapper also apologised to the Black community after suggesting in 2018 that slavery was ‘a choice.’
Ye Takes Out Full-Page Ad Apologising for Antisemitic Behaviour and Denying He Is a Nazi
The Yeezy founder and rapper also apologised to the Black community after suggesting in 2018 that slavery was ‘a choice.’
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How Tommy Hilfiger Put Its Own Spin on Fashion’s Sports Obsession
The brand’s new 'always on' approach to its Cadillac Formula One partnership digs a bit deeper than a typical sports and fashion collaboration would.
How Tommy Hilfiger Put Its Own Spin on Fashion’s Sports Obsession
The brand’s new 'always on' approach to its Cadillac Formula One partnership digs a bit deeper than a typical sports and fashion collaboration would.
Have Sneakers Lost Their Cool? | The Debrief
BoF correspondent Mike Sykes unpacks why a Bank of America report calling a peak to sneaker sales has rattled the industry, and whether the decades-long trend towards casual dressing has anywhere left to go.
Have Sneakers Lost Their Cool? | The Debrief
BoF correspondent Mike Sykes unpacks why a Bank of America report calling a peak to sneaker sales has rattled the industry, and whether the decades-long trend towards casual dressing has anywhere left to go.
Nike Is Already Winning 2026
Nike is starting the year off on a positive note with momentum behind one of the brand’s newest innovations.
Nike Is Already Winning 2026
Nike is starting the year off on a positive note with momentum behind one of the brand’s newest innovations.
Why Every Fashion Brand Thinks It’s a Sportswear Label Now
From Balenciaga to Old Navy, all sorts of fashion brands are attempting to capitalise on the activewear boom with collections of sweats, shorts and workout tees. Sometimes these clothes stick the landing, but it often comes off as just sweaty.
Why Every Fashion Brand Thinks It’s a Sportswear Label Now
From Balenciaga to Old Navy, all sorts of fashion brands are attempting to capitalise on the activewear boom with collections of sweats, shorts and workout tees. Sometimes these clothes stick the landing, but it often comes off as just sweaty.
ADVERTISEMENT
Balenciaga Embraces Sports. Will Sports Return The Love?
Pierpaolo Piccioli is embracing sports in a major way with Balenciaga’s new Pre-Fall 2026 collection. It’s a bit of a risky move, but the question is whether it’ll work with fans from both sides of the fashion and sports aisles.
Balenciaga Embraces Sports. Will Sports Return The Love?
Pierpaolo Piccioli is embracing sports in a major way with Balenciaga’s new Pre-Fall 2026 collection. It’s a bit of a risky move, but the question is whether it’ll work with fans from both sides of the fashion and sports aisles.
Nike’s Hottest Shoe Isn’t a Sneaker
StockX’s newest ‘Big Facts’ report shows that one of Nike’s hottest sneakers of the year wasn’t actually a sneaker at all.
Nike’s Hottest Shoe Isn’t a Sneaker
StockX’s newest ‘Big Facts’ report shows that one of Nike’s hottest sneakers of the year wasn’t actually a sneaker at all.
Have Sneaker Sales Finally Peaked?
Sneakers have dominated the footwear business for years, driven by constant growth from industry leaders like Nike and Adidas. Now, questions are rising about how much further that growth can go.
Have Sneaker Sales Finally Peaked?
Sneakers have dominated the footwear business for years, driven by constant growth from industry leaders like Nike and Adidas. Now, questions are rising about how much further that growth can go.
A Warning Sign for Adidas
Bank of America’s double-downgrade on Adidas should serve as a wakeup call for the brand as it goes into the new year.
A Warning Sign for Adidas
Bank of America’s double-downgrade on Adidas should serve as a wakeup call for the brand as it goes into the new year.
THE NEWS IN BRIEF
Winter Games in Italy Attract Luxury Brands Seeking Global Stage
Luxury fashion brands are seeking to capitalise on the Milano Cortina Winter Olympics, opening boutiques, sponsoring teams and launching collections.
Adidas Announces New Share Buyback Programme as Profits Jump
Fourth-quarter operating profit exceeded analyst estimates and drove full-year operating profit slightly above its forecast from October.
On Names Frank Sluis as CFO
Sluis is taking the reins on the company’s finances as Martin Hoffman continues his transition as the company’s full-chief executive.
Anta Sports to Buy 29% Stake in Puma for $1.8 Billion
The Pinault family agreed to sell its 29 percent stake in Puma to China’s Anta, paring back its holdings beyond luxury as it focuses on a turnaround at Gucci.
Tracksmith Founder Passes CEO Baton to Converse Veteran
Matt Taylor, founder of the collegiate-inspired running brand will be succeeded by Jared Carver, Converse’s former CEO and president.
Nike Slashes 775 Jobs in US to Speed Up Automation, Boost Profit
The cuts will primarily impact distribution centre roles in Tennessee and Mississippi, where the sneaker giant operates large warehouses, Reuters reported.
Lululemon Now Asks Leggings Buyers to Wear Skin-Toned Underwear
The ‘Get Low’ leggings, derided for being see-through, are available for sale again online, now with a disclaimer to size up and pair the leggings with skin-tone, seamless underwear.
Lululemon Founder Slams Board After See-Through Leggings Fiasco
Founder Chip Wilson criticised the company’s board as an ‘operational failure’ following the poor launch of its Get Low see-through leggings.