adidas and Real Madrid Extend Partnership Through 2034
adidas is locking in its most important club relationship for another decade. With an eight-year extension running through…
Industry
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PUMA Reinforces Handball Ambitions With Mathias Gidsel Renewal
PUMA is treating handball as a strategic performance category, not a niche. By renewing its long-standing partnership with…
Nike Brings Football Fandom to Life Through Immersive Retail Activations
Nike is treating retail as a live extension of the tournament, not just a place to buy kits.…
adidas Originals BAD BUNNY F50 Ghost Sprint Reimagines the Iconic F50 Spider
adidas Originals is using the BAD BUNNY F50 Ghost Sprint to transform one of its fastest football boots…
Victor Wembanyama Leads Nike Atelier’s New Era of Performance Luxury
Nike is using Victor Wembanyama to define what performance luxury means in its highest tier of product. Through…
FDRA Warns New Tariffs and Rising Costs Will Shape Footwear in 2026
FDRA is putting a sharp, public frame around pressures that many footwear companies are already feeling. New tariffs,…
Louis Vuitton Enters a New Era of Lightweight Performance Footwear With LV Drop 300
Louis Vuitton is treating weight as a design brief, not just a spec line. With the LV Drop…
FILA Reopens Venetian Macao Flagship With an Elevated Retail Concept
FILA is treating retail design as a core part of its athleisure strategy. With the reopening of its…
Wilson Launches Defyer Racket Collection Engineered for Maximum Spin
Wilson is treating spin as a core performance metric, not a secondary benefit. With the new Defyer racket…
PLC Detroit and New Balance Launch Global Design Capstone Program
Education is becoming a core pipeline for innovation in footwear, not just a parallel track. With the launch…