The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
HERZOGENAURACH, Italy — Adidas AG extended its sponsorship of the German Football Association until 2022, paying about twice the amount of its previous agreement.
The sportswear maker will pay €50 million ($57 million) a year, chief executive officer Herbert Hainer said at a press conference in Paris Monday. Adidas would have liked to extend the partnership beyond 2022, though the association, known as the DFB, wanted a shorter deal, he said.
Adidas last week forecast record soccer sales this year as business is boosted by the monthlong European championship being played in France. The company has sponsored the DFB for more than 60 years.
By Aaron Ricadela and Paul Jarvis; editor: Matthew Boyle, Thomas Mulier and Alastair Reed.
From analysis of the global fashion and beauty industries to career and personal advice, BoF’s founder and CEO, Imran Amed, will be answering your questions on Sunday, February 18, 2024 during London Fashion Week.
The State of Fashion 2024 breaks down the 10 themes that will define the industry in the year ahead.
Imran Amed reviews the most important fashion stories of the year and shares his predictions on what this means for the industry in 2024.
After three days of inspiring talks, guests closed out BoF’s gathering for big thinkers with a black tie gala followed by an intimate performance from Rita Ora — guest starring Billy Porter.