Puma

The sports brand is letting Manchester City fans create their own designs for the team’s uniform — no drawing skills needed — with one design to become the club’s third kit for the 2026 season.

The deluge of sports-inspired product releases and collaborations between brands and sports teams or athletes has saturated the market and started to spur a backlash. But insiders say there is still room for tie-ups which go beyond simple logo swaps or licensing deals.

Hip-hop fueled an explosion of brands, collaborations and merchandise, but with fashion saturated with partnerships and rapper-led labels, and signs emerging that hip-hop’s cultural power could be waning, artists and their partners are finding ways to stand out.

Over the last six years Puma has managed to double its revenue while shrinking its carbon footprint by almost a third. It’s an example more brands need to follow, argues Kenneth P. Pucker.

Vogue-produced campaigns, streetwear tie-ups, fashion week events and special relationships with Off-White and Puma have helped Italian giant AC Milan infiltrate the industry where other teams have fallen short.

The State of Fashion 2024's essential guide to incoming sustainability regulation reveals how and why retailers, brands and manufacturers need to revamp business models to align to a shifting regulatory landscape.

The acclaimed stylist and costume designer will leave her post as creative director for women’s basketball, where she elevated the stature of the sport in high fashion.

Sportswear brands like Adidas and Puma are seeking to take advantage of a flirtation with soccer by the fashion world to reach a new customer base.

Last month, Boss’s runway show in Milan featured a trio of limited-edition jackets made using a new fibre designed to replace polyester. But untangling the industry from a material that has played a central role in its growth will be a tricky business.

Sportswear giants like Nike and Adidas churn out mountains of apparel and equipment for their sponsored teams each season, the bulk of which ends up in the trash. Now, start-ups and designers are trying to reduce waste by upcycling this unused merch.