Daniel-Yaw Miller

The investment comes off the back of soaring sales for the British menswear brand, which opened its first flagship stores in Los Angeles and Manchester this year and expects to hit annual sales of £100 million by the end of 2024.

The deluge of sports-inspired product releases and collaborations between brands and sports teams or athletes has saturated the market and started to spur a backlash. But insiders say there is still room for tie-ups which go beyond simple logo swaps or licensing deals.

The group cited the continued strength of its flagship brand, Arc’teryx, and strong performances across its portfolio in China.

The luxury conglomerate is investing in the cult Swedish menswear label through its venture capital arm, The Business of Fashion can exclusively reveal. Our Legacy has built a €40 million business, multiplying its sales five-fold in recent years.

Senior correspondent Sheena Butler-Young and executive editor Brian Baskin are joined by BoF sports correspondent Daniel-Yaw Miller to examine how luxury brands are tapping into the world of sports, from football and Formula 1 to women’s basketball.

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.

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.

Adidas has mounted one of the more remarkable turnarounds in recent memory after facing a crisis two years ago from the end of its Yeezy business. BoF spoke to chief executive Bjørn Gulden and other members of Adidas’ leadership to unpack how a series of bold decisions on products like its Samba sneaker, a move to refocus the brand on athletes and internal shifts brought Adidas back from the brink.

The heritage French label is increasingly asserting its sporting credentials amid luxury brands’ growing interest in tennis over the past year.

The new CEO has a monumental task ahead of him as he begins work on Nike’s turnaround strategy. Success means resetting expectations, showing evidence of meaningful innovation, recapturing the attention of sneakerheads and earning the trust of retailers.