sport

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.

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.

Hyrox, a grueling strength-and-endurance race that pops up in major cities, is far more than a workout to its legions of fans. Now it's betting on becoming the next spectator sport.

In their own ways, both companies will provide major updates on how they plan to win back customers.

Football boots, also known as soccer cleats, are becoming unlikely fashion statements in the US, a market dominated by basketball sneakers for decades.

With the bold marketing like the "So Win" campaign, a revamped leadership team under new brand president Amy Montagne and star power from A’ja Wilson, Nike’s long-promised women’s push is starting to stick.

As women’s sports continue to gain mainstream traction, beauty brands are shifting from short-term campaigns to sustained partnerships that deepen brand equity, unlock new audiences, and drive long-term growth.

Designer Jide Osifeso will shape the creative direction of Reebok Basketball as the brand seeks to re-establish itself in a performance category it’s been absent from for more than a decade.