Adidas
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Why Your Trademark Is Your Most Valuable Asset
Brands of all sizes and statures can suddenly find themselves in costly, time-consuming legal disputes over what one expert calls their “primary corporate asset.” Knowing when to fight back is hard.
Has Fashion’s Convergence With Sports Gone Too Far?
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.
Has Fashion’s Convergence With Sports Gone Too Far?
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.
How Marathons Became Fashion Shows
This year’s New York City Marathon will witness an unprecedented slew of fashion-related activations like branded run clubs, sneaker drops and even a beauty sponsorship as the industry goes all in on running culture.
Case Study | The Strategy That Brought Adidas Back From the Brink
Adidas has mounted one of the more remarkable turnarounds in recent memory after facing a crisis two years ago from the end of its Yeezy business. BoF spoke to chief executive Bjørn Gulden and other members of Adidas’ leadership to unpack how a series of bold decisions on products like its Samba sneaker, a move to refocus the brand on athletes and internal shifts brought Adidas back from the brink.
Case Study | The Strategy That Brought Adidas Back From the Brink
Adidas has mounted one of the more remarkable turnarounds in recent memory after facing a crisis two years ago from the end of its Yeezy business. BoF spoke to chief executive Bjørn Gulden and other members of Adidas’ leadership to unpack how a series of bold decisions on products like its Samba sneaker, a move to refocus the brand on athletes and internal shifts brought Adidas back from the brink.
This Week: Adidas, Prada Offer a Respite From a Grim Earnings Season
A slew of brands should report strong results even amid an unpredictable economy and slumping luxury sales.
A Memo to Elliott Hill on His First Day at Nike
The new CEO has a monumental task ahead of him as he begins work on Nike’s turnaround strategy. Success means resetting expectations, showing evidence of meaningful innovation, recapturing the attention of sneakerheads and earning the trust of retailers.
A Memo to Elliott Hill on His First Day at Nike
The new CEO has a monumental task ahead of him as he begins work on Nike’s turnaround strategy. Success means resetting expectations, showing evidence of meaningful innovation, recapturing the attention of sneakerheads and earning the trust of retailers.
How Adidas Engineered Its Big Comeback
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.
How Adidas Engineered Its Big Comeback
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.
Inside Fashion’s Biggest Olympics Ever
Long the marketing domain of sportswear giants, the 2024 Olympic games in Paris are seeing an influx of fashion advertisers who are getting creative in how they capitalise on one of the few remaining events with massive global impact.
Arsenal Partners With Labrum London on 2024/25 Away Kit
Labrum founder Foday Dumbuya is the first independent designer to create an on-field jersey for a Premier League team.
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.