footwear

The battle between challenger brands and incumbents is only set to intensify, pushing each camp to develop more innovative products and devise creative new ways to reach shoppers and tell their stories, according to the BoF-McKinsey State of Fashion 2025.

An AI start-up working with a major sneaker resale platform believes it has found a way to authenticate footwear and potentially other products through the chemical signatures in their scent.

Data shows that Nike's hottest sneaker styles have cooled off, contributing to a drop in Nike’s cultural cachet that new CEO Elliott Hill will need to address.

Two years ago, Adidas was in crisis after terminating its Yeezy business. But since then, the brand has engineered a remarkable turnaround, led by CEO Bjørn Gulden and the success of its Samba sneakers. Gulden and other Adidas executives opened up about the changes that got the company back on track, and what’s next for the sneaker giant.

Senior correspondent Sheena Butler-Young and executive editor Brian Baskin are joined by BoF sports correspondent Daniel-Yaw Miller to examine how Nike’s recent struggles — from internal restructuring to marketing missteps — have impacted its dominance and what the brand is doing to reclaim its status.

Forget your $285 Nike Alphaflys and that $150 Salomon technical vest. The biggest flex is turning up to run club with a perfect recovery score on Oura or Whoop.

After a sales dip and leadership change last year, the brand, known for its knit flats, is embarking on a global retail push to kickstart its growth recovery, starting with a debut in the British department store.

The Swiss brand’s athletes have already been winning races using its new technology, LightSpray, which forms the basis of its latest racing sneaker, the $330 Cloudboom Strike LS.