Luxury Sneakers Lose Their ‘It’ Status
Just a few years ago, designer sneakers were an “it” item driving huge sales. Today the situation has changed, though they still have their place in luxury’s arsenal.
Sports
How the collision of sports and fashion is creating new opportunities in both industries.
Highlights
How Adidas Engineered Its Big Comeback
Two years ago, Adidas was in crisis after terminating its Yeezy business. But since then, the brand has engineered a remarkable turnaround, led by CEO Bjørn Gulden and the success of its Samba sneakers. Gulden and other Adidas executives opened up about the changes that got the company back on track, and what’s next for the sneaker giant.
How Nike Ran Off Course
Nike is experiencing its worst slump in a decade, even as its competitors thrive. Insiders, athletes and fans pin the blame on changes made over the last few years that led to stalling innovation, disruptive restructurings and uninspired marketing.
Latest News & Analysis
Why Authentic Brands Group Is Playing the Long Game With Reebok
The brand management firm has been far more protective of Reebok than it has with its other brands since the former sneaker powerhouse became its largest purchase ever.
Mejuri Wants to Bring Jewellery Back to Sports
DTC fine jewellery brand Mejuri is entering the sports world through a new collaboration with Racquet Magazine, set to release to the public ahead of the US Open.
How the New York Liberty Became the WNBA’s Most Fashionable Team
Fashion is emerging as a key growth driver for the championship organisation, attracting new audiences and amplifying its relevance at a crucial moment for the WNBA.
The Debrief | How Basketball Sneakers Got Their Groove Back
A new era of bold designs and culturally influential athletes is reigniting interest in basketball sneakers, shifting the focus from nostalgia and celebrity collabs back to performance, personality and style.
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Why The Kicks You Wear Is Joining The Business of Fashion
Correspondent Mike Sykes explains why he's bringing The Kicks You Wear newsletter to The Business of Fashion as the sports and fashion industries continue to collide in unique ways.
How WNBA Players Are Using Merch to Underscore Their Value
The viral ‘Pay Us’ tees worn by players such as Caitlin Clark and Napheesa Collier have become an effective tool in a broader effort to show the league what its stars are worth.
Adidas and Puma Bet on Running Shoes as Tariffs Loom
The German sneaker makers are refocussing on running shoes to drive growth after losing market share in the category to smaller rivals Hoka and On Holding AG.
The Fashion Revival of Basketball Sneakers
A wave of new performance basketball sneakers featuring fresh designs has shoppers once again considering the category for fashion and not just for wear on the court.
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Opinion: Luxury Brands Have Tennis Fever
High-end labels are piling into tennis, but the women’s tour remains an untapped opportunity, writes Daniel-Yaw Miller.
How Golf Fashion Made It to Gen-Z’s For You Page
Brands are making golf fashionable for women through unexpected collaborations and creator content that flips the sport’s once elitist connotation on its head.
New Balance Bets Its Basketball Future on Cooper Flagg
The brand known for its running shoes is making its mark in the basketball business after signing 18-year-old NBA Draft top pick Cooper Flagg.
How Soccer Conquered the US Sneaker Market
Football boots, also known as soccer cleats, are becoming unlikely fashion statements in the US, a market dominated by basketball sneakers for decades.
THE NEWS IN BRIEF
Swiss Sneaker Brand On Lifts Sales Forecast as Europe, Asia Fuel Demand
On raised its sales and earnings outlooks for the year after an unexpectedly strong second quarter that saw buyers in Europe and Asia snap up the Swiss sneaker maker’s high-priced footwear.
Under Armour Forecasts Downbeat Second-Quarter Sales
The Maryland-based sportswear maker has struggled to drive up demand in the past two years, with efforts to revive the business having hit more roadblocks in recent months due to the Trump administration's shifting tariff policies.
Puma Appoints Former Adidas’ CIO Andreas Hubert As COO
Puma has appointed Andreas Hubert effective September 1 to oversee global sourcing operations.
Puma Shares Dive After Warning of Full-Year Loss, US Tariff Impact
Shares dropped 18 percent after the company announced it expects a decline in annual sales and a loss for 2025.
Nike to Replace Converse CEO in Bid to Reverse Sales Slump
21-year Nike veteran Aaron Cain will take the reins at Converse in Boston.
Nike Delays Launch for New Brand With Kim Kardashian’s Skims
Despite the delays, Nike still expects to release NikeSkims products sometime this year, Bloomberg reported.
Salomon and Arc’teryx-Owner Amer Sports Reports Growing Sales and Profits
The group cited the continued strength of its flagship brand, Arc’teryx, and strong performances across its portfolio in China.
Vuori Opens First International Flagship
The store on London’s Regent Street represents the latest step in the California activewear brand’s expansion, after adding 20 new locations in the US this year alone.