Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Nike Gains a Step on Adidas in Competition for Top Soccer Stars

Nike-shod players represent 57 percent of value in Europe’s top 100, while Adidas represents 33 percent.
Nike, DTC, earnings
Some analysts argue that Nike will have to dial back its direct-to-consumer strategy and refocus on its wholesale business to safeguard long-term growth. (Nike)
By
  • Bloomberg

BEAVERTON, United States

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.

In This Article

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from News & Analysis
Fashion News, Analysis and Business Intelligence from the leading digital authority on the global fashion industry.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

The Industry That Eats Its Young

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.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON