Why Are Sportswear Giants Nike and Adidas Embracing Fashion?

(L) Karlie Kloss modelling Pedro Lourenço for Nike, (R) Mary Katrantzou x Adidas | Source: Nike, Adidas

As Nike and Adidas announce new designer collaborations with Acronym’s Johanna F. Schneider and Junichi Abe’s Kolor, respectively, BoF examines the strategies behind the uptick in the fashion activities of the world’s leading sportswear giants.

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Nike CEO Expects Football Sales to Keep Soaring

Nike football kit for the Dutch national team | Source: Nike

BERLIN, Germany — U.S. sportswear maker Nike Inc, battling Adidas AG to be the world's biggest soccer brand, expects kit sales to keep growing fast after the World Cup, its chief executive was quoted as saying in a German newspaper.

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Brands Invest in ‘New Generation of Materials’

(L) Yulex material, (R) Patagonia wetsuit | Source: Patagonia

From fashion and apparel giants like Kering, Nike and Uniqlo to Silicon Valley start-ups, a wide range of companies are working to develop a new generation of materials in order to enhance the style, performance and sustainability of their products.

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