Sports x Fashion: Who’s Really Winning?

Beauty has long been one of the industry’s most reliable growth engines — fragrance boomed post-pandemic, prestige beauty held up better than other categories, and value-driven brands like e.l.f. proved that sharp pricing and marketing could keep consumers spending. But a slowdow ...  Show more

Earlier this month, A Ma Maniére — one part of James Whitner's The Whitaker Group — was named one of BoF's Best Fashion Stores in the World, our definitive global list of retailers with the most distinctive edits and experiences.Whitner has spent twenty years building an independ ...  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

BoF’s Daniel-Yaw Miller unpacks why — and how — sports stars including Russell Westbrook and Megan Rapinoe are running their own labels, with full financial and creative control. 

Background: 

Athletes have long been part of the f ...

How can the NFL grow its league now and in the future? In this episode, Cassandra Napoli, WGSN’s, and Kyle Smith, the NFL’s first Fashion Editor explore how fashion can boost connections with fans – particularly younger audiences and women. He shares insights on the NFL’s strateg ...  Show more