Puma

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.

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.

Sportswear brands are taking digs at each other in light of the NBA Finals. But as trash talk becomes more embraced within greater public discourse, many fashion brands are riling up to the occasion.

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.

Brands like Patagonia, Nike and Lululemon have been working for years to address the exploitation of migrant workers at key fabric suppliers in Taiwan. Despite some progress, the issue has persisted.

The sports brand is letting Manchester City fans create their own designs for the team’s uniform — no drawing skills needed — with one design to become the club’s third kit for the 2026 season.

The deluge of sports-inspired product releases and collaborations between brands and sports teams or athletes has saturated the market and started to spur a backlash. But insiders say there is still room for tie-ups which go beyond simple logo swaps or licensing deals.

Hip-hop fueled an explosion of brands, collaborations and merchandise, but with fashion saturated with partnerships and rapper-led labels, and signs emerging that hip-hop’s cultural power could be waning, artists and their partners are finding ways to stand out.

Over the last six years Puma has managed to double its revenue while shrinking its carbon footprint by almost a third. It’s an example more brands need to follow, argues Kenneth P. Pucker.

Vogue-produced campaigns, streetwear tie-ups, fashion week events and special relationships with Off-White and Puma have helped Italian giant AC Milan infiltrate the industry where other teams have fallen short.