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Sports

How the collision of sports and fashion is creating new opportunities in both industries.

Athletes Don’t Want Nike or Adidas Anymore. They Want Independence.

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.

Athletes Don’t Want Nike or Adidas Anymore. They Want Independence.

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.


Where Does Nike Go From Here?

With pressure mounting on CEO John Donahoe, the sportswear giant’s precise turnaround plan remains unclear. But the rehiring of Nike veteran Tom Peddie this week offered more clues on the brand’s direction.

Where Does Nike Go From Here?

With pressure mounting on CEO John Donahoe, the sportswear giant’s precise turnaround plan remains unclear. But the rehiring of Nike veteran Tom Peddie this week offered more clues on the brand’s direction.


The Logic Behind C.P. Company’s Manchester City Partnership

The reigning Premier League champions will wear the Italian brand’s clothing ahead of “away” Champions League games from next season onwards.

The Logic Behind C.P. Company’s Manchester City Partnership

The reigning Premier League champions will wear the Italian brand’s clothing ahead of “away” Champions League games from next season onwards.


How the WNBA Tunnel Walk Became a Fashion Marketing Gold Mine

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.

How the WNBA Tunnel Walk Became a Fashion Marketing Gold Mine

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.


Are Signature Sneakers Still Relevant?

After years of stagnation, the market for signature shoes from basketball stars is heating up again, boosted by a new generation of athletes and fresh challenges to Nike’s dominance from a resurgent Adidas and a host of Chinese brands like Anta and Li-Ning.

Are Signature Sneakers Still Relevant?

After years of stagnation, the market for signature shoes from basketball stars is heating up again, boosted by a new generation of athletes and fresh challenges to Nike’s dominance from a resurgent Adidas and a host of Chinese brands like Anta and Li-Ning.


The Rise of Sportswear’s Challenger Brands, in Four Charts

Nike and Adidas still dwarf the competition in the sportswear category. But a new report shows how their market share is being rapidly eaten away by a collective of newer brands, from On and Hoka to Arc’teryx and Salomon.

The Rise of Sportswear’s Challenger Brands, in Four Charts

Nike and Adidas still dwarf the competition in the sportswear category. But a new report shows how their market share is being rapidly eaten away by a collective of newer brands, from On and Hoka to Arc’teryx and Salomon.


Why Women’s Basketball Stars Are Finally Getting Big Sneaker Deals

Nike’s upcoming launch with WNBA star A’ja Wilson is the latest in a wave of sponsorship and endorsement deals capitalising on the growing popularity of the sport.

Why Women’s Basketball Stars Are Finally Getting Big Sneaker Deals

Nike’s upcoming launch with WNBA star A’ja Wilson is the latest in a wave of sponsorship and endorsement deals capitalising on the growing popularity of the sport.


Indie Brands Are Making This Fashion’s Biggest Olympics Ever

Canada, France and Ireland are among the countries working with home-grown fashion talent to create uniforms for their teams at this summer’s Olympic Games. For these small labels, it’s an unprecedented opportunity to capitalise on one of sports’ largest events.

Indie Brands Are Making This Fashion’s Biggest Olympics Ever

Canada, France and Ireland are among the countries working with home-grown fashion talent to create uniforms for their teams at this summer’s Olympic Games. For these small labels, it’s an unprecedented opportunity to capitalise on one of sports’ largest events.


Why Padel Is Luxury’s New Favourite Sport

Brands from Valentino to Prada and start-ups like Pulco Studios are vying to cash in on the racket sport’s aspirational aesthetic and affluent fanbase.

Why Padel Is Luxury’s New Favourite Sport

Brands from Valentino to Prada and start-ups like Pulco Studios are vying to cash in on the racket sport’s aspirational aesthetic and affluent fanbase.


Sneaker Brand On to Launch New Line With FKA Twigs

The British musician will collaborate with the Swiss brand on a collection of training apparel, and will serve as the face of their first collection to be released in August.

Sneaker Brand On to Launch New Line With FKA Twigs

The British musician will collaborate with the Swiss brand on a collection of training apparel, and will serve as the face of their first collection to be released in August.


The Best Athletic Shoes for Women Were Designed for Men. Until Now.

Fast-growing start-ups like Hettas, Saysh and Moolah Kicks created sneakers designed specifically for active women. The sportswear giants are watching closely.

The Best Athletic Shoes for Women Were Designed for Men. Until Now.

Fast-growing start-ups like Hettas, Saysh and Moolah Kicks created sneakers designed specifically for active women. The sportswear giants are watching closely.


Pressure Eases on Nike, But Problems Remain

The sportswear giant posted flat sales in its latest quarterly report, beating Wall Street expectations. To fully recover, the business must demonstrate greater product innovation, analysts say.

Pressure Eases on Nike, But Problems Remain

The sportswear giant posted flat sales in its latest quarterly report, beating Wall Street expectations. To fully recover, the business must demonstrate greater product innovation, analysts say.