Tommy Hilfiger Dresses Liverpool Players for Villarreal Matchday
Liverpool’s men’s team arrived at Anfield in TOMMY HILFIGER ahead of its Villarreal match, with Fall 2026 footwear included in the players’ pre-game looks.
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adidas Canada Adds Montreal Canadiens and Cole Caufield to Its Hockey Platform
adidas Canada has become the Montreal Canadiens’ official athletic apparel and footwear partner and signed winger Cole Caufield to a multiyear ambassador deal.
PUMA Names ANTA Executive Dennis Tao Chair of Its Supervisory Board
PUMA has elected ANTA executive Dennis Tao as supervisory board chair and appointed Jeanne Huang as a board member, with both terms running through the company’s May 2027 AGM.
lululemon Brings Footwear Into New Product Chief’s Remit
lululemon will bring footwear, design, merchandising, product innovation and materials science together under incoming President and Chief Product Officer Maggie Gauger, effective October 26.
ANTA Sports Becomes PUMA’s Largest Shareholder After 29.06% Stake Deal Closes
ANTA Sports completed its purchase of a 29.06% PUMA stake, becoming the German sportswear company’s largest shareholder while PUMA retains independent management.
On Enters Football With LightSpray Boots and Kylian Mbappé
On is entering football with LightSpray boot technology and a new partnership with Kylian Mbappé.
BIRKENSTOCK Opens Berlin-Mitte Store With a Footbed-Led Retail Concept
BIRKENSTOCK has opened a new Berlin-Mitte store built around local design, craft and its signature footbed.
HOKA Joins the Mother in Sport Collective as a Founding Member
HOKA has joined the Mother in Sport Collective, an alliance focused on standardized maternity protections for athletes.
Nike Reunites With the University of Miami in a Multi-Year Partnership
Nike and the University of Miami have announced a new multi-year partnership rooted in athlete performance and opportunity.
Prada Galleria Will Open a Multi-Floor Milan Retail Destination on September 23
Prada will open Prada Galleria in Milan on September 23, combining fashion, hospitality, art and brand history across eight floors.
Salomon Signs Five-Year IRONMAN Partnership, With Kona Title Rights From 2027
Salomon joins IRONMAN from 2027 through 2031, with Kona title rights and plans for triathlon footwear and apparel.
adidas Originals by JENNIE FW26 Collection Brings Ballet to Streetwear
adidas Originals has launched its first co designed collection with JENNIE. The Fall Winter 2026 range moves the…
lululemon Reshapes China and APAC Leadership for Its Next Growth Phase
lululemon is bringing China and Asia Pacific under a shared leadership structure as it expands across two of…
Vuori Brings Community and Movement to Beijing With Midsummer Event
Vuori is using Beijing to reinforce a brand idea that extends beyond activewear. Its recent midsummer gathering brought…
ALYN Golf Introduces the Geraldine Collection With Performance and Personality
ALYN Golf’s Geraldine Collection continues Tisha Alyn’s effort to make women’s golf apparel feel more functional, expressive and…
Stone Island Unveils The Lab at Its Renovated Ravarino Headquarters
Stone Island has completed a major intervention at its historic Ravarino headquarters in Modena, Italy. Indeed, the Stone…
American Eagle Brings Lamine Yamal’s Off-Pitch Style to a New Global Capsule
American Eagle is turning its partnership with Lamine Yamal into a real product line. The brand will launch…
adidas Originals and Pharrell Williams Expand the VIRGINIA Adistar Jellyfish Line With Triple White
adidas Originals and Pharrell Williams are pushing the VIRGINIA Adistar Jellyfish deeper into franchise territory. With a new…
Barbie Brings Angel Reese’s Dream Closet to Life at WNBA All Star Weekend
Barbie is using Angel Reese’s All-Star moment to do more than drop a doll. With the Angel Reese…
NBA and WNBA Expand TikTok Partnership to Drive Live Game Discovery
The NBA and WNBA are treating TikTok as a primary broadcast funnel, not just a marketing add-on. The…
Under Armour Doubles Down on Women’s Basketball With Marina Mabrey Player Exclusive
Under Armour is making a clear statement with Marina Mabrey. By building a dedicated player exclusive around her…
Stone Island Rome Flagship Signals the Future of Luxury Sportswear Retail
Stone Island is using its new Rome flagship to show where luxury sportswear retail is heading next. The…
Nike Closes Select Stores as It Reshapes Its Retail Footprint
Nike is tightening its brick-and-mortar strategy, and Nike Live is taking the hit. Over the past several weeks,…
On Opens Its First UAE Store as Premium Performance Retail Accelerates Across the Gulf
On is not treating Dubai as just another pin on a map. With its first United Arab Emirates…