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Arena's 'Planet Water' ambition: conquering lifestyle through performance

With a turnover of 193 million euros in 2025 and solid growth of 8 percent, Italian swimwear brand Arena is no longer content with just dominating competition pools. Under the leadership of its CEO Peter Graschi, the heritage brand is making a strategic pivot towards 'wellbeing' and a swimwear extension. This is an analysis of a roadmap that...

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Adidas: Timothée Chalamet campaign creates buzz ahead of the 2026 World Cup

One month ahead of the 2026 World Cup, Adidas has unveiled Backyard Legends, an advertising campaign featuring Timothée Chalamet alongside living football icons. The film highlights the German brand's ambition to bolster its lifestyle image. Titled Backyard Legends, the Adidas campaign is a five-minute short film. It brings together a celebrity...

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LVMH to sell Marc Jacobs to WHP Global and G-III Apparel Group

LVMH has entered into a definitive agreement to sell the Marc Jacobs label to New York-based brand management firm WHP Global. Announced on May 14, 2026, the transaction brings to a close nearly three decades of partnership between the luxury giant and the American designer. As part of the deal, G-III Apparel Group will join WHP Global in...

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Burberry returns to profit as William Jackson named new chair

UK luxury brand Burberry has reached a meaningful inflection point in its financial recovery, reporting a return to profitable comparable store sales growth for the 52 weeks ended March 28, 2026. The results coincide with the announcement that Gerry Murphy will retire as chair in November 2026, to be succeeded by Bridgepoint Group founder...

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