Why So Many Athletes Are Launching Fashion Br...

Luxury’s best salespeople have always been in demand, but the stakes have changed. As AI automates more of the shopping experience and price hikes strain loyalty, retailers are leaning harder on the one thing a machine can’t replicate: a human salesperson who knows exactly what t ...  Show more

For years, a coveted pair of Air Jordans could send sneaker fans into a frenzy. But when Nike brought back the black-and-blue Air Jordan 1 Royal this month, the response was muted — days after release, the shoe was still available in several sizes, with some pairs reselling below ...  Show more

From team-branded fashion shows to tunnel-walk capsules and luxury watch deals, sport and fashion are converging at speed. The NFL has rolled smaller licensing tie-ups into marquee partnerships, while the WNBA is emerging as a fertile ground for inventive brand-player collaborati ...  Show more

Twenty-five years ago Puma became the first big sports brand to collaborate with a fashion house. Since then all of the big players have been collaborating with celebrities, sports stars and high fashion brands. Hannah Mullane speaks to Heiko Desens, the creative director at Puma ...  Show more

Many fashion brands are realising that operating across multiple cultural sectors is a business necessity. In our social feeds, fashion competes with music, film, and sports for our attention.

Learning how to tap into other cultural sectors is something that many fas ...