Daniel-Yaw Miller

Athletes are increasingly getting into fine fragrances, but so far indie fragrance brands haven't returned the favour. That may change as they realise sports stars offer access to a burgeoning new consumer market for scents: young men.

The investment comes off the back of soaring sales for the British menswear brand, which opened its first flagship stores in Los Angeles and Manchester this year and expects to hit annual sales of £100 million by the end of 2024.

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.

He’ll be replaced in January by co-founder, president and current COO Greg Schwartz, BoF has learned. The leadership change occurs amid turbulent market conditions in sneaker resale.

The luxury conglomerate is investing in the cult Swedish menswear label through its venture capital arm, The Business of Fashion can exclusively reveal. Our Legacy has built a €40 million business, multiplying its sales five-fold in recent years.

Senior correspondent Sheena Butler-Young and executive editor Brian Baskin are joined by BoF sports correspondent Daniel-Yaw Miller to examine how luxury brands are tapping into the world of sports, from football and Formula 1 to women’s basketball.

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.

The collaboration marks the first collection from the Nets’ new in-house label, Bero. For Dillane, a New York native, it needed to be more than another superficial logo swap.