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How the collision of sports and fashion is creating new opportunities in both industries.

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.

Five Sports X Fashion Storylines to Watch in 2026

Sports and fashion had a watershed moment in 2025 as the two industries continued to converge. 2026 will be similar. Here’s what to watch for early on in the year.

Five Sports X Fashion Storylines to Watch in 2026

Sports and fashion had a watershed moment in 2025 as the two industries continued to converge. 2026 will be similar. Here’s what to watch for early on in the year.

The Future of Converse

Nike CEO Elliott Hill highlighted Converse’s turnaround as one of Nike’s must-dos for 2026, but would the company be better off passing the brand’s problems onto a new owner?

The Future of Converse

Nike CEO Elliott Hill highlighted Converse’s turnaround as one of Nike’s must-dos for 2026, but would the company be better off passing the brand’s problems onto a new owner?

Opinion: The World Cup Is Nike’s to Lose Versus Adidas

CEO Elliott Hill must see off both Adidas and upstarts to make the most of the World Cup opportunity, writes Andrea Felsted.

Opinion: The World Cup Is Nike’s to Lose Versus Adidas

CEO Elliott Hill must see off both Adidas and upstarts to make the most of the World Cup opportunity, writes Andrea Felsted.

The Best of BoF 2025: Fashion and Sports Forge a Powerful Alliance

As the fashion world navigated a tough year filled with macroeconomic headwinds and deep consumer pessimism in key marketplaces, the sports industry proved to be a bit of a guiding light.

The Best of BoF 2025: Fashion and Sports Forge a Powerful Alliance

As the fashion world navigated a tough year filled with macroeconomic headwinds and deep consumer pessimism in key marketplaces, the sports industry proved to be a bit of a guiding light.

The Kicks You Wear: Nike Is In Its ‘Middle Innings,’ But Is The Home Stretch Close?

Elliott Hill continued to preach patience as Nike reported another quarter of modest growth and set its agenda for 2026.

The Kicks You Wear: Nike Is In Its ‘Middle Innings,’ But Is The Home Stretch Close?

Elliott Hill continued to preach patience as Nike reported another quarter of modest growth and set its agenda for 2026.

The Sneaker of the Year 2025 | The Debrief

BoF’s Brian Baskin and Sheena Butler-Young sit down with Mike Sykes to unpack the elusive 2025 sneaker of the year.

The Sneaker of the Year 2025 | The Debrief

BoF’s Brian Baskin and Sheena Butler-Young sit down with Mike Sykes to unpack the elusive 2025 sneaker of the year.

Big Marketing Push by Nike Is Unlikely to Boost Earnings Just Yet

The sportswear giant is expected to report that net profit fell for the sixth straight quarter in the three months ended Nov. 30, more than halving to $562.35 million.

Big Marketing Push by Nike Is Unlikely to Boost Earnings Just Yet

The sportswear giant is expected to report that net profit fell for the sixth straight quarter in the three months ended Nov. 30, more than halving to $562.35 million.

The Kicks You Wear: Finding the Sneakers That Mattered in 2025 + Sneaker of the Year Picks

We dove into the Sneaker of the Year conversation for the first time here at The Business of Fashion, but not in the way you’d think.

The Kicks You Wear: Finding the Sneakers That Mattered in 2025 + Sneaker of the Year Picks

We dove into the Sneaker of the Year conversation for the first time here at The Business of Fashion, but not in the way you’d think.

The Sneakers That Mattered Most in 2025

The Business of Fashion crunched the numbers, polled readers and spoke with leading sneaker authorities to identify the shoes that defined the market this year – and pointed the way to what’s coming next.

The Sneakers That Mattered Most in 2025

The Business of Fashion crunched the numbers, polled readers and spoke with leading sneaker authorities to identify the shoes that defined the market this year – and pointed the way to what’s coming next.

This Week: Investors to Nike: Just Do It Again

The activewear giant is expected to report another quarter of slim growth on Thursday. While it's an improvement from where the brand stood a year ago, investors and sneakerheads alike are ready for more.

This Week: Investors to Nike: Just Do It Again

The activewear giant is expected to report another quarter of slim growth on Thursday. While it's an improvement from where the brand stood a year ago, investors and sneakerheads alike are ready for more.

The Kicks You Wear: The Collab of the Year With Bimma Williams

Collaborations ruled the sportswear world in 2025. Some were good, some were bad. We talk about them all with Collab Lab’s Bimma Williams following the release of his new report about the business.

The Kicks You Wear: The Collab of the Year With Bimma Williams

Collaborations ruled the sportswear world in 2025. Some were good, some were bad. We talk about them all with Collab Lab’s Bimma Williams following the release of his new report about the business.

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