Lululemon Sees Annual Revenue, Profit Below Estimates Amid Board, Demand Challenges
CEO Calvin McDonald stepped down in December following months of share price weakness and lack of design freshness.
Sports
How the collision of sports and fashion is creating new opportunities in both industries.
Converse Finally Has a New Path Forward
While the Super Bowl and the opening of the 2026 Milano-Cortina Olympic Games might be in the rearview, we shouldn’t sleep on NBA All-Star Weekend.
Converse Finally Has a New Path Forward
While the Super Bowl and the opening of the 2026 Milano-Cortina Olympic Games might be in the rearview, we shouldn’t sleep on NBA All-Star Weekend.
How Fashion Brands Are Winning the Winter Olympics | The Debrief
Strict Olympic marketing rules are forcing brands to get creative. BoF reporters Haley Crawford and Mike Sykes explain how fashion labels are turning the Winter Games into a global advertising moment for winterwear. Plus, they talk about Bad Bunny and all the other fashion moments at the Super Bowl.
How Fashion Brands Are Winning the Winter Olympics | The Debrief
Strict Olympic marketing rules are forcing brands to get creative. BoF reporters Haley Crawford and Mike Sykes explain how fashion labels are turning the Winter Games into a global advertising moment for winterwear. Plus, they talk about Bad Bunny and all the other fashion moments at the Super Bowl.
Nike CEO Hill Sees Turnaround Picking Up From Europe to Asia
Hill faces an uphill battle when it comes to gaining steam in China and rejuvenating the struggling Converse brand.
Nike CEO Hill Sees Turnaround Picking Up From Europe to Asia
Hill faces an uphill battle when it comes to gaining steam in China and rejuvenating the struggling Converse brand.
The Two Sides of Bad Bunny’s Super Bowl Fashion Choices
Bad Bunny took the fashion world by surprise by wearing Zara for the Super Bowl halftime show. For some, that was a big disappointment.
The Two Sides of Bad Bunny’s Super Bowl Fashion Choices
Bad Bunny took the fashion world by surprise by wearing Zara for the Super Bowl halftime show. For some, that was a big disappointment.
Watch Brands Are Piling Into Pricey Sports Deals. Are They Worth It?
Watchmakers ranging from Omega, Breitling, Rolex and TAG Heuer to indie label Norqain are investing millions in blockbuster sports deals but success is not guaranteed.
Watch Brands Are Piling Into Pricey Sports Deals. Are They Worth It?
Watchmakers ranging from Omega, Breitling, Rolex and TAG Heuer to indie label Norqain are investing millions in blockbuster sports deals but success is not guaranteed.
Why Nike’s DEI Fight Matters
The EEOC’s claim that Nike has engaged in a pattern of ‘disparate treatment’ against white employees is something everyone should be watching closely.
Why Nike’s DEI Fight Matters
The EEOC’s claim that Nike has engaged in a pattern of ‘disparate treatment’ against white employees is something everyone should be watching closely.
How Fashion Is Breaking Through the Super Bowl Noise
Building on fashion’s breakout Super Bowl in 2025, brands are getting even more creative in how they show up this year as the frenzy around the Big Game reaches new heights.
How Fashion Is Breaking Through the Super Bowl Noise
Building on fashion’s breakout Super Bowl in 2025, brands are getting even more creative in how they show up this year as the frenzy around the Big Game reaches new heights.
Exclusive: The NFL’s Abercrombie Partnership Faces the Super Bowl Test
NFL commissioner Roger Goodell and Abercrombie & Fitch CEO Fran Horowitz spoke to The Business of Fashion about their fashion strategy designed to deepen fandom and cultural relevance while expanding the league’s commercial playbook.
Exclusive: The NFL’s Abercrombie Partnership Faces the Super Bowl Test
NFL commissioner Roger Goodell and Abercrombie & Fitch CEO Fran Horowitz spoke to The Business of Fashion about their fashion strategy designed to deepen fandom and cultural relevance while expanding the league’s commercial playbook.
Nike Just Turned Costco Into a Hypebeast Playground
Nike’s release of its ‘Costco’ SB Dunk Low might actually be better than the shoes themselves.
Nike Just Turned Costco Into a Hypebeast Playground
Nike’s release of its ‘Costco’ SB Dunk Low might actually be better than the shoes themselves.
How the Winterwear Boom Reshaped Fashion’s Olympic Playbook
At Milano Cortina, brands are turning the Winter Games into a category marketing machine for winterwear, using uniforms, fan gear and post-Games athlete deals to drive growth.
How the Winterwear Boom Reshaped Fashion’s Olympic Playbook
At Milano Cortina, brands are turning the Winter Games into a category marketing machine for winterwear, using uniforms, fan gear and post-Games athlete deals to drive growth.
This Week: Fashion’s Biggest Sports Week Ever (Until the Next One)
Thom Browne, Abercrombie & Fitch and Tecovas are among the brands with Super Bowl activations. Meanwhile, the Winter Olympics kick off in Milan.
This Week: Fashion’s Biggest Sports Week Ever (Until the Next One)
Thom Browne, Abercrombie & Fitch and Tecovas are among the brands with Super Bowl activations. Meanwhile, the Winter Olympics kick off in Milan.
Adidas Keeps Thriving in a Chaos-Filled Market
Adidas’ staggering growth continues while the rest of the sportswear industry struggles to find its footing.
Adidas Keeps Thriving in a Chaos-Filled Market
Adidas’ staggering growth continues while the rest of the sportswear industry struggles to find its footing.
THE NEWS IN BRIEF
Lululemon Founder Warns CEO Candidates That Board Needs Overhaul
Chip Wilson wrote an open letter to potential candidates for the activewear brand’s next chief executive warning them of problems at the company.
Nike’s Latest SEC Filing Revives Converse Sale Speculation
In a document filed with the Securities and Exchange Commission, the company’s management has approved a plan for organisational changes expected to cost the brand nearly $300 million. One analyst posited the target could be its struggling subsidiary.
Asics Buys Marathon Registration Platforms to Boost Running-Shoe Sales
The Japanese sportswear brand is accelerating global expansion by acquiring race-registration platforms to deepen engagement with runners.
Adidas Profit Forecast Disappoints on Tariffs, Currency Swings
The sportswear brand’s outlook fell short of expectations as US tariffs and adverse currency movements weighed on earnings, dampening investor confidence.
Sportswear Brand On Sees Possible Boost From Lower US Tariff Rate
The Swiss sportswear brand forecast at least 23 percent sales growth in 2026 and an increase in its annual profit margin.
Puma CEO Cites $260 Hyrox Sneaker as Early Step in Turnaround
Chief executive Arthur Hoeld said Puma is counting on training, football, running and ‘sportstyle’ categories to generate profitable growth and buzz.
Puma Forecasts Another Year of Losses, Scraps Dividend
Puma warned 2026 will be a transition year as it liquidates excess inventories, revamps marketing and develops new products to position itself for a turnaround.