Sportswear news and archive

Lidl launches carbon running shoe

Running can be quite an expensive hobby if you value a cool look and the latest footwear technology. To achieve personal bests, it is no longer just professionals but also many amateur athletes who rely on carbon running shoes. These shoes feature a midsole made of a lightweight carbon fibre plate. This technical advantage comes at a price, at...

Featured

Fashion |Interview

Marks & Spencer accelerates into Formula 1 with Williams Racing partnership

Marks & Spencer has signed a multiyear deal with Atlassian Williams F1 team, marking the British department store’s first move into Formula 1. From the 2026 season, the retailer will become the team’s official travel kit partner, dressing the Williams team as they compete across 24 races in 21 countries on the Formula 1 calendar. The partnership...

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Fashion |Interview

Gen Z stewardship: How 23-year-old Alexei Hamblin is repositioning Slazenger for a new era

At just 23, Alexei Hamblin is steering one of British sport’s most storied names into a new era. As the young designer and entrepreneur overseeing the transformation of Slazenger under the umbrella of Frasers Group, Hamblin is tasked with modernising a 140-year-old heritage brand without losing the legacy that made it iconic, exploring...

Retail

Gymshark to enter Germany’s physical retail market with two retail partners

British activewear brand Gymshark is due to make its debut in the German retail market, opening two permanent retail spaces in multibrand sports retailer Engelhorn and department store Breuninger. Since 2022, the company has been slowly rolling out a global brick-and-mortar presence, after the opening of its first flagship store in London. It...

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Business

Sports apparel drives Björn Borg's 2025 growth with 24 percent segment increase

Stockholm-based sports fashion group Björn Borg has published its year-end report for 2025, revealing record profitability and sustained sales growth. For the full year, group net sales increased by 5.5 percent to 1,043.9 million Swedish kronor (116.8 million dollars), up from 989.7 million Swedish kronor in 2024. Adjusted for currency effects,...

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Business

Bad Bunny and Zara dethrone Rihanna to become artist with greatest impact in Super Bowl history

There is currently no space, physical or virtual, worldwide where the historic performance of Puerto Rican singer Bad Bunny during the 2026 Super Bowl halftime show is not being discussed. What might seem like a personal impression is, in fact, a confirmed reality. The initial economic analyses of the singer's performance last Sunday at Levi's...

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Business

Asics eyes India growth as consumers prioritise healthy lifestyles

The head of Asics’ India business has said the company expects significant growth in the region as a wider number of affluent consumers increasingly prioritise healthier lifestyles. Speaking to Bloomberg, Rajat Khurana, the managing director of Asics India Pvt, said he is aiming for the Japanese shoemaker to become the number one player in...

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Business

Frasers Group snaps up majority stake in Italy’s Maxi Sport

British retail giant Frasers Group has secured a majority stake in Maxi Sport SpA, an Italian multi-sport retailer, as it continues to enact its global expansion strategy. Exact terms and details of the agreement, including the size of the acquired stake, were not initially disclosed in the announcement. Maxi Sport’s owners, Emanuele, Giovanni,...

Retail

Anta to open first US store, doubling down on American market

Anta is doubling down on the US market with the opening of its first flagship store in the region. Days after the Chinese sportswear giant snapped up a majority stake in Puma, the company is now set to embark on a new journey; tackling the North American retail market. Located in Beverly Hills, the store will serve as Anta’s US brand hub and a...

Fashion

Nike relaunches All Conditions Gear brand, plots Beijing store

Nike is continuing its specialised sports-centric transformation with the latest relaunch of its All Conditions Gear (ACG) brand. The sportswear giant hailed the revival as a “renewed commitment to outdoor performance”, zoning in on trail running, hiking and exploration. Alongside a revitalised marketing strategy, ACG is due to open its first...

Fashion |In Pictures

In Pictures: Official team uniforms for the Milano Cortina 2026 Winter Olympics

The 2026 Winter Olympics in Milano Cortina are approaching, and fashion houses are presenting the first official team uniforms. Traditionally, these collections serve as a strategic branding moment for brands, combining national identity, heritage and performance. The games begin February 6. Team Canada dressed in Lululemon Team Canada x...

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Business

Anta Sports becomes largest shareholder in Puma

Cayman Islands-incorporated Anta Sports has entered into a definitive agreement to acquire a 29.06 percent equity interest in German sportswear manufacturer Puma. The transaction, valued at 1.51 billion euros (1.79 billion dollars), positions the Chinese group as the largest shareholder in the Herzogenaurach-based company. Transaction details...