Sportswear news and archive

Wilson Smith & Tate Kuerbis, and the rise of sneakers as cultural currency

Close your eyes and try to picture this scene. It’s 1986, at Nike head office in Washington County, Oregon and architect Wilson Smith III, who has been working with Nike as a showroom, store and corporate office designer has just been asked if he can come to the back room for a talk. “I went in expecting the worst,” he recalls to FashionUnited...

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Business

Digital Brands Group bets on 36 billion dollar sports merchandise market as NIL sector booms

The global licensed sports merchandise market is a rapidly growing segment of the wider apparel industry. The sector, valued at 36.4 billion dollars in 2024, is expected to increase in value to 49 billion dollars over the next five years, according to Grand View Research, as the number of sports enthusiasts and their fervour for casualised...

Fashion|In Pictures

In Pictures: KNWLS unveils collaboration with Nike at MFW show

KNWLS has partnered with sportswear giant Nike for part of its spring/summer 2026 collection which was unveiled at the London brand’s debut Milan Fashion Week show yesterday, September 24. Described by KNWLS as its “most significant project to date”, the capsule collection brings together the brand’s signature traits – “self-possessed femininity...

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Fashion|In Pictures

In Pictures: NikeSkims has finally landed, championing ‘bold evolution’ in sportswear

After months of speculation and pushback from reported production delays, the joint project of Nike and Skims has finally been unveiled. Aptly dubbed ‘NikeSkims’, the new brand delivers what the duo says is a “new aesthetic and system of dress, obsessively crafted for the body”. With this, products in initial launch, made up of seven collections...

People

Decathlon appoints CEO for newly merged UK and Ireland business

Sportswear giant Decathlon has named Elena Pecos as chief executive officer of its UK and Ireland business. The retailer confirmed the news in a LinkedIn post, in which it said her appointment marks the creation of a new leadership structure, merging the teams of the two regions. Pecos has been at the helm of Decathlon Ireland since January...

Fashion

Unna unveils Hoka as its first collaborative partner

Swedish running brand Unna, founded by designer John-Ruben Holtback, has unveiled its first design collaboration with Hoka. At the heart of the collaboration with the US running shoe specialist is a new version of the Hoka Speedgoat 2. This trail performance shoe has been reimagined by Unna with a blend of retro and modern aesthetics. Details...

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Business

Inside the Dick’s Sporting Goods playbook: A deep dive into Foot Locker’s new parent company

While Foot Locker is well-known internationally, Dick’s Sporting Goods has largely flown under the radar outside of North America. But its trajectory, from a local bait-and-tackle shop to a 13 billion dollar sporting goods powerhouse, reveals a strategy built on consistent expansion, retail innovation and operational persistence. From bait shop...

Fashion

Abercrombie & Fitch named NFL fashion partner

US retailer Abercrombie & Fitch has been named as the official fashion partner of the National Football League (NFL). The multi-year agreement will see the brand carry out athlete-led campaigns and offer a series of player-designed apparel to build on its lifestyle assortment. In a release, Abercrombie said it intended to “blur the line between...

Fashion

British designer accuses Belgian football club Beerschot of plagiarizing shirt design

Belgian football club Beerschot has issued an official statement responding to accusations of plagiarism regarding its new football shirt. London-based Diana al Shammari accused the club of copying the floral pattern. Al Shammari is known on Instagram as ‘thefootballgal’. On her account, she embellishes football shirts with embroidery. She has...

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Fashion|Commentary

Outdoor in the fashion world: A rollercoaster ride

The outdoors and fashion have been converging for years. This is evident in trends like Gorpcore and fashionable functional pieces. However, what consumers now combine as a matter of course often puts brands and retailers in a strategic bind. Segment boundaries remain quite rigid in retail Gorpcore is only the latest example of a long series of...

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Business

SportsShoes.com posts strong growth, sales reach 93.3 million pounds

SportsShoes.com, the online retailer specialising in running shoes, clothing, and outdoor gear, has reported strong financial performance, with sales increasing by 4 percent to 93.3 million pounds for the year ending February 28, 2025. This growth was accompanied by a 13.3 percent rise in EBITDA, reaching 6 million pounds. The company's managing...

Retail

American Vintage returns to Marylebone with a Mediterranean-inspired makeover

American Vintage will reopen its 127 m² Marylebone store in September 2025 after a refurbishment that replaces its previous look with a pared-back mix of natural tones and materials. The Marseille-based brand says the redesign reflects its Mediterranean origins while keeping the understated image that has become its hallmark. The store will...