Agenda-setting intelligence, analysis and advice for the global fashion community.
Mercury/13 believes it has a winning strategy for women’s football teams: branding them as if they were luxury labels.
Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.
Young stars increasingly favour deals with lesser known brands that align with their personal values and allow them to play a bigger role, creatively and commercially.
Superstar rookies-turned-pre-game models like Angel Reese and Cameron Brink have transformed the league’s tunnel walk into the hottest runway in town, with brands like Balmain, Prada and Versace clamouring to cash in on the league’s newfound fashion appeal.
Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.
Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.
Nike’s first official shoe release with the Virgil Abloh Archive begins its launch cycle this week.
The activewear giant’s legal action against the popular sneaker news site Sole Retriever exposes hidden fault lines in the industry's relationship with the media that covers it.
Adidas filed one of the strangest lawsuits that you’ll see in sneakers. It could have implications for how consumers get their information moving forward.
Women’s sports are booming and fashion is missing out, according to new analysis from Bank of America.
The Swedish fast-fashion retailer is one of a shrinking number of companies that’s still drawing attention to its emissions goals. Plus, a Shanghai Fashion Week preview.
Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.
Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?
Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.
