Slogan T-shirts, themed sneakers and marketing emails that mention the heritage celebration are rarer this year, as consumers grow tired of cash-in collections and corporate diversity efforts face a backlash. Some brands say they’re steering resources away from flashy gestures and towards more meaningful work.
The State of Fashion 2024 explains why consumer volatility could trigger what’s known in supply chains circles as the “bullwhip effect,” in which small changes in demand can cause increasing large fluctuations upstream and downstream.
As sportswear rivals jockey for position ahead of next year’s Paris Olympics, Adidas is aiming to stamp its brand on smaller events such as breaking, climbing, skateboarding and BMX.
Sportswear brands like Adidas and Puma are seeking to take advantage of a flirtation with soccer by the fashion world to reach a new customer base.
The sportswear giant’s lifestyle and fashion division is set to release a new campaign and “visual identity” to emphasise the cultural cachet of its Samba, Gazelle and Superstar sneaker franchises.