Marketing / Sports

High-end labels are piling into tennis, but the women’s tour remains an untapped opportunity, writes Daniel-Yaw Miller.

Zara, Kiehl’s, Jacquemus: Why Skiing Is Bigger Than Ever for Brands. Skiing’s retro winter aesthetic is at the centre of a marketing craze for brands that previously had no ties to mountain sports or their upmarket clientele. Here’s why high street names, beauty players and designer labels all want to leave their mark in the snow.

Sports and film will keep the hype machine going in the gap between New York and London shows.

The sports-meets-fashion event, including a runway show, will take place in New Orleans ahead of the American football championship in February.

As tennis legends retire, brands are shifting focus to the new generation of tennis stars like Coco Gauff and Carlos Alcaraz, leveraging their social media presence and growing audiences to connect with younger, more diverse consumers.

Olympics viewership surged past expectations, but fashion brands largely failed to seize the moment beyond sportswear giants like Nike and official partners like Louis Vuitton and Ralph Lauren.

After Salomon and E.l.f. experienced big bumps from the big game last year, brands of every stripe are looking to create their own moment as the San Francisco 49ers take on the Kansas City Chiefs.

Watch on demand a BoF Professional Masterclass that explores the topic in our Case Study, “Fashion’s New Rules For Sports Marketing.”