Marketing / Sports

Zara, Kiehl’s, Jacquemus: Why Skiing Is Bigger Than Ever for Brands. Skiing’s retro winter aesthetic is at the centre of a marketing craze for brands that previously had no ties to mountain sports or their upmarket clientele. Here’s why high street names, beauty players and designer labels all want to leave their mark in the snow.

Sports and film will keep the hype machine going in the gap between New York and London shows.

The explosive growth of running has created a competitive space where new and old running brands must figure out distinct ways to reach consumers who see running as a lifestyle rather than just sport.

The sports-meets-fashion event, including a runway show, will take place in New Orleans ahead of the American football championship in February.

This year’s New York City Marathon will witness an unprecedented slew of fashion-related activations like branded run clubs, sneaker drops and even a beauty sponsorship as the industry goes all in on running culture.

The collaboration marks the first collection from the Nets’ new in-house label, Bero. For Dillane, a New York native, it needed to be more than another superficial logo swap.

As a basketball player for Louisiana State University, Reese was a force on and off the court, winning everything there was to win and earning the nickname “Bayou Barbie” for her fierce looks. Now, the breakout WNBA star and BoF 500 member is making waves in fashion and beauty — from pre-game “tunnel walks” to red carpet appearances — and netting deals with major brands.

As tennis legends retire, brands are shifting focus to the new generation of tennis stars like Coco Gauff and Carlos Alcaraz, leveraging their social media presence and growing audiences to connect with younger, more diverse consumers.