Reebok has named NBA legends Shaquille O’Neal and Allen Iverson as president of basketball and vice president of basketball, respectively, the brand said in a …
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On: Capitalising on the Perennial Sportswear Boom
Opens in new window The way David Allemann sees it, On’s expansion from geeky, high-tech running footwear into fashion-forward sportswear is evolution, not revolution. Having …
Sneaker Brand On to Launch New Line With FKA Twigs
Swiss sneaker giant On has tapped FKA Twigs to launch a new training apparel line, its latest category following earlier moves into lifestyle footwear and …
Adidas and Puma Bet on Running Shoes as Tariffs Loom
Running could turn around the fortunes of Puma SE and Adidas AG as they look to make up ground lost to new upstarts before US …
On Records Another Bumper Quarter
Swiss sneaker giant On reported net sales of CHF 567.7 million ($654.4 million) in the three months ending June 2024, up 28 percent from the …
How Athletes Went From Selling Merch to Building Fashion Brands
A crowd gathered outside a spacious showroom on Paris’ chic Rue de Turenne Tuesday afternoon, anxious to see the latest collection by Honor the Gift, …
How Hoka Fends Off the Imitators
When Hoka One One released a new sneaker in 2020 featuring the brand’s signature bright colours, chunky midsole and rocker heel, the website Gear Patrol …
Athletes Don’t Want Nike or Adidas Anymore. They Want Independence.
Scoring an endorsement deal with Nike or Adidas used to be every up-and-coming athlete’s dream. Not only do these deals typically come with a hefty …
How Fashion Can Nail the Tricky Details of Sports Partnerships
In May, Gucci released a campaign with the 22-year-old Italian tennis star Jannik Sinner featuring a Gucci-logoed bag on his shoulder, waving to an imagined …
Fashion’s Sports Obsession Is No Accident
What’s the dollar value of being a premium sponsor of the Olympics? LVMH deemed the answer to be €150 million ($163 million), according to Reuters, …
The New Rules of Brand Ambassadorship
The influencer economy is changing at pace, fuelled by shifting consumer expectations, the proliferation of content platforms and a renewed focus on authenticity. The once …
The Next Sneaker Powerhouse? | BoF
It’s safe to say fashion’s dealmaking drought is over. On Thursday, Dick’s Sporting Goods and Foot Locker announced an agreement for Dick’s to buy Foot …
Swiss Sneaker Brand On Lifts Sales Outlook as Customers Snap Up New Cloud 6
On Holding AG nudged its sales growth forecast higher, as demand for the Swiss sneaker maker’s high-priced footwear remained strong despite economic uncertainty. The Roger …
The BoF Podcast | How Skims and On Create Cultural Relevance
The author has shared a Podcast.You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: …
BoF VOICES 2024: Global Culture and Creativity
OXFORDSHIRE, United Kingdom — When star designer Alessandro Michele was appointed creative director at Valentino earlier this year, he was reunited with Jacopo Venturini: the …
On Boosts Outlook on Record Sales for Sneaker Upstart
On Holding AG raised its sales outlook for the year as the Swiss sneaker maker steps up its competition with bigger rivals such as Adidas …
LVMH Close to F1 Sponsorship Deal for Range of Brands
LVMH is in late stage talks to become a major sponsor of Formula One, in a deal that would see the French luxury conglomerate promote …
Nike Shareholders Vote Against Proposal on Workers’ Rights
Nike shareholders have voted against a proposal to consider joining binding agreements with supply chain workers to better address human rights issues in high-risk countries …
Why Fashion Loves the Next Generation of Tennis Stars
American Eagle’s marketing team has a simple checklist when it comes to collections with celebrity partners: limited edition, a tight product range and precisely timed …
On Records Another Bumper Quarter
Swiss sneaker giant On reported net sales of CHF 567.7 million ($654.4 million) in the three months ending June 2024, up 28 percent from the …