Sportswear news and archive

Adidas extends partnership with Juventus football team by 10 years

German sportswear giant Adidas has renewed its partnership with Italian football team Juventus for another 10 years. The extension carries on the duo’s long-standing relationship, which initially began in the 2015/16 season. In a press release, Juventus said the decision to renew was down to the collaborators having a “strong synergy”, as they...

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Fashion |Interview

Bikkembergs relies on football trend and sneaker collab for brand revitalisation and market expansion

Bikkembergs is repositioning itself, targeting a younger generation. While this demographic may recognise the Belgian designer's name, they haven't necessarily been familiarised with his aesthetic. A strategic collaboration with the controversial Russian streetwear designer Gosha Rubchinskiy aims to not only inject new relevance into the brand...

Fashion

Louis Vuitton kits out Real Madrid

LVMH-owned Louis Vuitton and Spanish football and basketball club Real Madrid have announced a multi-year partnership. The French fashion house will provide formal travel attire for the men’s and women’s professional football teams, as well as the men’s basketball team, Louis Vuitton announced on Friday, June 13. For the first time, Louis...

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Lululemon to source 20 percent of fibre needs through Samsara Eco

Canadian sportswear, footwear and accessories brand Lululemon Athletica Inc. has entered into a 10-year agreement with Australian recycling company Samsara Eco. Through this partnership, Lululemon aims to source approximately 20 percent of its future nylon and polyester needs from Samsara's circular materials. The agreement forms part of...

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Fashion

Cleats for the streets: is this the peak of the football trend?

Football boots are making a major comeback as Gen Z ventures onto the streets in cleated footwear. What’s driving this trend? Experts from Adidas and Zalando offer some insights. Football is once again playing a prominent role in fashion, influencing not only streetwear but also designer collections. Football shirts have become wardrobe staples,...

Fashion |In Pictures

Veronica Beard collaborates with sports brand Head

American ready-to-wear and accessories label Veronica Beard has unveiled a limited-edition capsule tennis collection with sportswear brand Head. The capsule line has been designed to combine the best of both brands, offering an elevated and versatile range of women’s tennis and activewear for the “modern athlete and fashion enthusiast alike.”...

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Cole Haan to expand into performance apparel through Catapult Group deal

US lifestyle brand Cole Haan is preparing to step into the performance apparel category through a new exclusive agreement with sports tech platform Catapult Group. As part of the deal, Catapult Group’s co-CEO, Scott Davis, will take on the role of president of Cole Haan Golf, in which he will oversee global strategy and go-to-market operations....

Fashion

Lidl: Realignment and international positioning of sports brand Crivit

German discount supermarket Lidl is aiming to realign its sports brand Crivit and, with a campaign, make it the “strongest movement brand in Europe”. “Find Your Move” is the brand’s first international omnichannel campaign, Lidl announced on Wednesday. It was to be shown on television, via social networks and in physical stores in over 30...

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Fashion

Blending style and speed: 4 Running brands to boost your activewear line-up

Four young running brands are conquering the market with innovative designs and more sustainable production. Running is trending, and you shouldn't lag behind! We introduce you to brands that are at the forefront of performance and style. Whether it's a casual city run with a relaxed look or high-tech gear for long distances – here's what's...

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Business|Interview

Klättermusen chief executive officer: ‘We are not a brand for everyone’

Swedish premium mountaineering brand Klättermusen is celebrating its 50th anniversary this year and has big plans for the coming years. It is currently launching an international retail offensive and has founded its own travel division. Klättermusen – which translates to ‘climbing mouse’ – has always seen itself as an independent outdoor brand...

Fashion

Game 7 partners with Centric Brands to launch an apparel line

Multi-platform sports and entertainment brand Game 7 has launched its debut apparel collection in partnership with Centric Brands exclusive in Amazon Stores in the US. The line is described as a “style-driven sports team apparel collection” and aims to offer an elevated take on athleticwear, including exclusive National Basketball Association...

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Macron announces “record” year with turnover exceeding 220 million euros

Italian sportswear brand Macron, known for its teamwear across football, rugby and basketball, has reported a “record” 2024 with double-figure growth as the UK becomes its most relevant market alongside Italy. In a statement, Macron said consolidated turnover exceeded 200 million euros at a final figure of 223.6 million euros, 13.7 percent...