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Stepping Up in Style: The MAC-Top Sneakers by CHEETOS Mac ‘N Cheese and Coral Castillo
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Stepping Up in Style: The MAC-Top Sneakers by CHEETOS Mac ‘N Cheese and Coral Castillo

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In a unique blend of fashion and food, CHEETOS Mac ‘N Cheese has teamed up with renowned designer and macramé artist, Coral Castillo, to create an exciting new line of footwear and accessories. This collaboration, known as the CHEETOS Mac ‘N Cheese x Coral Castillo MAC’ramé Collection, is set to make waves in the fashion industry with its bold and distinctive designs. The collection’s standout piece is undoubtedly the MAC-Top Sneakers. These shoes are a playful reinterpretation of Chester Cheetah’s signature apparel, featuring Castillo’s handmade macramé designs. The sneakers are lined with cheetah print on the insole and shoe tongue,… VIEW the POST

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HOKA Offers Sneaker Performance to Empower New Runners
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HOKA Offers Sneaker Performance to Empower New Runners

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HOKA®, a division of Deckers Brands, announces the launch of the new Clifton 9, available today on HOKA.com and at select HOKA retailers worldwide. The ninth iteration of the award-winning Clifton franchise represents a substantial reimagining of HOKA’s beloved daily trainer, providing runners of all types the opportunity to enhance their daily mileage. The new Clifton 9 has shaved four grams of weight, while defying expectations by adding 3mm of stack height to enhance the shoe’s legendary light-and-plush ride. The revitalized underfoot experience stems from an all-new and responsive midsole foam and an improved outsole design. Doing away with overlays and hotmelts,… VIEW the POST

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Crocs Hits Record Annual Revenues of $3.6 Billion
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Crocs Hits Record Annual Revenues of $3.6 Billion

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Crocs, a world leader in innovative casual footwear for women, men, and children, today announced its fourth quarter and full year 2022 financial results. Andrew Rees, Chief Executive Officer said: “Consumer demand for the Crocs and HEYDUDE brands has been exceptional, fueling record 2022 revenues for both brands at a combined $3.6 billion and top-tier adjusted operating margin of 28%,” he continued. “We anticipate another record year in 2023 with growth expected to be led by sandals and international for the Crocs Brand and increased US market penetration for HEYDUDE.” “Crocs, Inc. has industry-leading operating margins and generates robust cash flow… VIEW the POST

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The Athlete’s Foot Hits Record Global Retail Earnings 2023
Fashion

The Athlete’s Foot Hits Record Global Retail Earnings 2023

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The Athlete’s Foot, a specialty footwear and lifestyle chain, just released its financial earnings for 2022, reporting retail revenue of $555M globally, growth of 10%+ from 2021. The numbers show that TAF successfully navigated a difficult retail environment plagued by supply chain challenges, rising inflation, socioeconomic and political unrest. The brand is looking forward to a solid and successful start to 2023 powered by a host of new brand partnerships, store locations and most importantly, the Spring launch of TAF’s 3.0 omnichannel store concept. Param Singh, owner, and CEO of Arklyz Group, which owns TAF globally, said: “Although the retail landscape… VIEW the POST

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Sketchers Launches DVF Collection With Fashion Icon Diane von Furstenberg
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Sketchers Launches DVF Collection With Fashion Icon Diane von Furstenberg

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Confidence meets comfort in an exciting new footwear and apparel collaboration between Skechers and fashion industry icon, Diane von Furstenberg. Launching globally, Skechers x DVF is a celebration of effortless style and fashion-forward design that blends the designer’s signature prints and bold colors with the unparalleled comfort of Skechers. “As a woman on the go and a passionate hiker, I’m excited to launch our collaboration with Skechers, a leader in comfort innovation,” said Diane von Furstenberg. “This empowering offering is designed for those who push boundaries, challenge the norms and inspire others.” The Skechers collaboration with Diane von Furstenberg launches… VIEW the POST

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Jenna Ortega Becomes Adidas New Brand Ambassador
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Jenna Ortega Becomes Adidas New Brand Ambassador

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Adidas announces Jenna Ortega will be joining Adidas ambassador endorsement deal. Ortega will be the face of a new Adidas collection that has not been announced yet. Most recently, she rose to mainstream stardom for her role as Wednesday Addams in the TV series Wednesday.   View this post on Instagram   A post shared by Jenna Ortega (@jennaortega) VIEW the POST

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  • JPMorgan Unveils $6.5 Billion Buyout Debt Package for Skechers Deal 2025

    JPMorgan Unveils $6.5 Billion Buyout Debt Package for Skechers Deal 2025

    JPMorgan is set to make waves in the footwear industry with a major debt offering to support 3G Capital’s acquisition of Skechers.

    JP Morgan Chase & Co. is gearing up to launch a $6.5 billion debt offering to support private equity firm 3G Capital’s acquisition of footwear giant Skechers, with the deal expected to kick off as soon as this week, according to sources familiar with the matter. This financing move comes as part of the largest buyout the sneaker industry has seen to date, with the overall transaction valued at $9.42 billion.

    Deal Structure and Financing Details

    The funding package is expected to include $4 billion of secured debt and $2.5 billion of unsecured debt. Notably, the unsecured tranche will feature a “payment-in-kind” (PIK) option with a toggle feature, allowing the borrower to choose whether to pay interest in cash or by issuing additional debt. This flexible structure is designed to provide 3G Capital with greater leeway as it takes Skechers private.

    While it’s not yet clear if the upcoming offering will encompass the entire debt package, the market has shown renewed appetite for riskier debt in recent weeks, following a period of volatility. According to Bloomberg, recent deals have been “mostly well-received by investors,” setting a positive backdrop for the Skechers financing.

    A Transformational Buyout for Skechers

    Under the terms of the merger agreement, 3G Capital will pay $63 per share in cash for all outstanding shares of Skechers. Upon completion, Skechers’ common stock will be delisted from the New York Stock Exchange, and the company will become privately held.

    “Over the last three decades, Skechers has experienced tremendous growth,” said Robert Greenberg, chairman and chief executive of Skechers. “Our success has been due to our commitment to excellence and innovation across the entire Skechers organisation, in-demand comfort-focused product offering and loyal partners.”

    Alex Behring, co-founder and co-managing partner, and Daniel Schwartz, co-managing partner of 3G Capital, commented, “We are thrilled to be partnering with Skechers and look forward to working with an entrepreneur of Robert’s calibre and the talented Skechers team. Skechers is an iconic, founder-led brand with a track record of creativity and innovation.”

    Strategic Vision and Market Impact

    The buyout is backed by a significant equity contribution from 3G Capital and is scheduled to close in the third quarter of 2025. Skechers, founded in the early 1990s and now the world’s third-largest sports footwear retailer, has nearly doubled its revenue in the past five years. According to Bloomberg Intelligence retail analyst Abigail Gilmartin, the company is on track to reach $10 billion in sales by 2026.

    Following the transaction, Skechers’ senior management team will continue to lead the company, executing its ongoing strategic initiatives in product innovation, international expansion, and investments in global infrastructure.

    Behring and Schwartz added, “We have immense admiration for the business that the Skechers team has built, and look forward to supporting the company’s next chapter.”

    Looking Ahead

    As JP Morgan prepares to bring the $6.5 billion debt package to market, all eyes are on the investor response and the closing of this transformative deal. The partnership between 3G Capital and Skechers is set to usher in a new era for the brand, reinforcing its position as a global leader in lifestyle and performance footwear.

  • Nike, Adidas and Puma Top US Sportswear Brand Awareness, Survey

    Nike, Adidas and Puma Top US Sportswear Brand Awareness, Survey

    Nike has maintained its stronghold as the most recognized sportswear brand in the United States, with 96% awareness among consumers in 2024, according to a Statista survey of 1,248 respondents. Close competitors Adidas (95%) and Puma (92%) follow, while Jordan and Reebok tie for fourth at 91%, underscoring the fierce competition in a market where brand visibility increasingly dictates consumer loyalty.

    The Aided Awareness Battle

    The survey, conducted in early 2024, measured aided brand recognition—showing participants logos and names—to gauge familiarity. Nike’s near-universal recognition reflects decades of strategic marketing, from high-profile athlete endorsements like Serena Williams to viral digital campaigns. Adidas, meanwhile, leverages sustainability initiatives like its Future craft. Loop recyclable sneakers, resonating with eco-conscious Gen Z shoppers. Puma’s 92% awareness highlights its resurgence through collaborations with celebrities like Rihanna and Selena Gomez, bridging sport and pop culture.

    Nostalgia and Reinvention

    Jordan Brand capitalizes on nostalgia, re-releasing iconic ’90s sneakers like the Air Jordan 11 “Cherry” in 2024, while Reebok’s Classic Leather line attracts millennials seeking retro aesthetics. Both brands benefit from the “athleisure” boom, where footwear doubles as fashion statements.

    Digital Dominance and Emerging Challenges

    Social media remains a critical battleground. Nike’s TikTok campaigns, such as the #ForceOfNature challenge, garnered over 1 billion views in 2024, while Adidas’s Twitch livestreams with gamers amplify reach among younger demographics.

    However, emerging brands like Hoka and On Running are gaining traction, collectively holding 12% of teen preferences, per recent data. Their focus on niche markets—marathon runners for Hoka, minimalist designs for On—challenges giants to innovate beyond mass appeal.

    Market Dynamics and Future Projections

    Despite high awareness, conversion to sales isn’t guaranteed. Nike’s U.S. revenue grew 8% year-over-year in 2024, driven by direct-to-consumer channels, while Adidas faces pressure from its Yeezy inventory fallout.

    Analysts note that sustainability claims now influence purchases: 55% of teens prioritize eco-friendly materials, yet only 12% associate Nike with this attribute, per 2024 surveys.

    As brand wars intensify, recognition alone may no longer suffice—authenticity and adaptability will define the next era of sportswear dominance.

     

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  • DoorDash and Sportiqe Launch Instant NBA Championship Gear Delivery

    DoorDash and Sportiqe Launch Instant NBA Championship Gear Delivery

    Basketball fans, get ready to celebrate your team’s victory like never before! In a new partnership, DoorDash and Sportiqe, the lifestyle apparel brand renowned for premium comfort and style and a proud 19-year partner of the NBA, are teaming up to bring fans even closer to the action during the 2025 NBA Finals.

    Championship Gear Delivered in Minutes

    For the first time, NBA Championship apparel will be available for on-demand delivery right to fans’ doors within minutes of the final buzzer, while supplies last*. This innovative collaboration makes it faster and easier for fans to celebrate their team’s victory with official NBA Championship gear.

    Imagine the moment the Oklahoma City Thunder or Indiana Pacers clinch the title: DoorDash customers in the championship team’s city will be able to order exclusive, Sportiqe-designed championship apparel from their local DashMart that very night. No more waiting in line or hoping your size is still in stock the next day, this is instant celebration, delivered.

    Redefining Championship Moments

    Together with the NBA, DoorDash, and Sportiqe are redefining what it means to commemorate championship moments. As the press release highlights:

    “The moment the Thunder or Pacers clinch the title, DoorDash customers in the championship team’s city will be able to order exclusive Sportiqe-designed championship apparel from their local DashMart that night.”

    This is more than just a delivery; it’s a new way for fans to wear their pride, joy, and excitement right after the final whistle blows.

    How It Works

    • When: Immediately after the NBA Finals conclude, a champion is crowned.

    • Who: DoorDash customers located in the championship team’s city.

    • What: Exclusive, limited-edition NBA Championship apparel designed by Sportiqe.

    • Where: Available through DashMart by DoorDash, within the delivery radius and during operating hours.

    • How: Order via the DoorDash app and get your gear delivered in minutes, while supplies last.

    Full Terms & Conditions

    • Offer valid after the NBA Finals, following the NBA championship win.

    • Exclusive championship merchandise will be available for purchase through DashMart by DoorDash, while supplies last.

    • Offer valid only at DashMart locations in the city where the championship team is based.

    • Available exclusively to consumers within the DashMart delivery radius during operating hours.

    • Fees, taxes, and gratuity still apply.

    • All deliveries are subject to availability.

    • DoorDash reserves the right to modify or cancel this promotion at any time without notice.

    • See further terms and conditions at https://drd.sh/8ONpZP/

    Stay Tuned

    As the NBA Finals heat up, keep your eyes on the court and your DoorDash app because you could be among the first to wear your city’s championship victory loud and proud, right from the moment the final whistle blows.

    Who will it be, Thunder or Pacers? One thing’s for sure: this year, the celebration starts at your doorstep.

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  • Hublot Unveils UEFA Women’s EURO 2025 in Switzerland

    Hublot Unveils UEFA Women’s EURO 2025 in Switzerland

    Hublot is ready to bring world-class timekeeping to the UEFA Women’s EURO 2025 as Switzerland prepares to welcome the continent’s top teams for an unforgettable summer of football.

    Football fans, get ready: the UEFA Women’s EURO 2025 is about to kick off in Switzerland and this summer’s tournament is set to be a spectacular celebration of women’s football. As the countdown to July 2 begins, Hublot steps up as the Official Timekeeper, ensuring every second of the action is measured with Swiss precision and style.

    Swiss Precision Meets the Beautiful Game

    Sixteen of Europe’s top national teams will battle it out across eight venues in Switzerland. Hublot, the first luxury Swiss watch brand to embrace football, returns to its homeland to reprise its role as Official Timekeeper, just as it did for the 2022 edition in England. Expect to see Hublot’s signature on-screen graphics during broadcasts, the iconic Big Bang Fourth Official’s Board for substitutions and added time, and the brand’s logo lighting up LED screens and stadium displays.

    Smart Tech for the Officials

    Referees and their assistants will wear the Hublot Big Bang e Gen3 connected watch, a cutting-edge smartwatch designed specifically for match officials. With features like yellow card tracking and added time monitoring, this watch ensures the officials keep the game running smoothly.

    Spotlight on Ada Hegerberg and Aitana Bonmatí

    Hublot is also celebrating two football icons as Friends of the Brand. Norwegian legend Ada Hegerberg, the first Ballon d’Or Féminin winner and all-time top scorer in the UEFA Women’s Champions League, continues her partnership with Hublot. She’ll be joined by Spanish superstar Aitana Bonmatí, who has won back-to-back Ballon d’Or awards and was named best player at the 2023 FIFA Women’s World Cup, leading Spain to their first world title.

    Both Ada and Aitana will be featured in Hublot’s summer campaign, wearing vibrant pieces from the Big Bang One Click Joyful collection. Ada will showcase the One Click Joyful Steel Pink, while Aitana will wear the One Click Joyful Steel Orange each adorned with 36 sapphires to match their dynamic personalities.

    Hublot’s Legacy in Football

    Hublot’s journey in football began in 2006 with a partnership with the Swiss national team. Since then, Hublot has timed every major men’s international tournament, including the UEFA Champions League, English Premier League, and FIFA World Cup. In 2023, Hublot highlighted its commitment to the women’s game as Official Timekeeper of the FIFA Women’s World Cup Australia & New Zealand. The brand’s ambassador family also includes global stars like Kylian Mbappé.

    A Special Message from Hublot’s CEO

    Julien Tornare, Hublot CEO, said

    “As the first luxury Swiss watch in football, it’s with a heady mix of pride and excitement that Hublot takes on the role of Official Timekeeper at UEFA Women’s EURO 2025. Summer football tournaments are always a joy, but this one feels special. Why? Partly because it’s hosted here in our home country of Switzerland, and partly because we’re so thrilled to be working with two of the greatest players ever to the grace the beautiful game of football in Ada and Aitana, who we welcome into the Hublot family with enormous gratitude. There is so much we can do together to promote not just the women’s game, but also to achieve great things off the pitch. The fusion of Hublot and football has huge power and together we can reach new heights, making a positive, lasting impact on people’s lives all over the world. On behalf of everyone here at Hublot, it’s my pleasure to wish the players, coaches and fans of all 16 countries taking part the very best of luck this summer. We look forward to hosting you in beautiful Switzerland and we can’t wait to set the clock running on the tournament. Here’s to a summer festival of fantastic football!”

    The Countdown Begins

    The UEFA Women’s EURO 2025 kicks off July 2 with hosts Switzerland facing two-time champions Norway in Basel. All 31 matches including the final on July 27 will run on Hublot time, ensuring every moment is captured in style.

    This summer as football returns to Switzerland, Hublot will be there to mark every minute, celebrate every goal, and help create memories that will last a lifetime. Here’s to a spectacular summer of women’s football!

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  • Gatorade Backs Female Formula Drivers with Game Changing F1 Academy Deal

    Gatorade Backs Female Formula Drivers with Game Changing F1 Academy Deal

    Gatorade partners with F1 Academy to support women drivers and fuel future champions.

    Gatorade has announced a pioneering 5.5-year partnership with F1 Academy, becoming the first-ever official sports drink partner of the series and marking a significant milestone for women in motorsport. This collaboration is set to bring elite sports science, hydration expertise, and global visibility to the next generation of female F1 drivers, aligning with Gatorade’s Fuel Tomorrow initiative to provide 2.5 million teens with access to sports by 2030.

    Beyond Branding: Science-Driven Support

    The partnership extends far beyond traditional sponsorship, offering F1 Academy drivers access to the Gatorade Sport Science Institute‘s cutting-edge research and personalized hydration strategies. As one of the most physically and mentally demanding sports, Formula 1 requires peak performance under extreme conditions, with hydration playing a crucial role in athlete success.

    “Motorsport is one of the most physically demanding sports on the planet, where optimum hydration can be the difference between winning and losing. This partnership allows us to bring our decades of sports science expertise directly to the next generation of elite drivers. By supporting young women at the start of their motorsport journey, we’re not just setting them up for success at such a pivotal part of their career, we are encouraging them to see what is in them and fuel their drive and ambition for success. That’s what our Fuel Tomorrow initiative is all about.” said Umi Patel, PepsiCo’s Vice President of Marketing Innovation and Hydration Brands.

    Kicking Off at the Canadian Grand Prix

    The collaboration launches with 16-year-old Wild Card driver Mathilda Paatz debuting the Gatorade-branded race car and suit at the Canadian Grand Prix in Montreal.

    “I’m beyond excited to have been selected as the Wild Card driver for Round 4 of F1 ACADEMY at the Canadian Grand Prix, driving the Gatorade race car. Growing up, I was captivated by the theatre of racing – the energy, the passion, and how drivers carried the pride of their teams. To now be racing on a Formula 1 weekend, with fans around the world watching, is a dream come true. I’m especially proud to partner with Gatorade, a brand that’s championed athletes at every level and is helping pave the way for the next generation of women in motorsport.” Mathilda Paatz stated.

    What the Partnership Means for F1 Academy

    Starting from the 2026 season, Gatorade will deliver a full-scale, performance-driven partnership, including:

    • Driver and race car sponsorship with bespoke livery and race suit

    • Bespoke hydration research focused on the unique needs of young female drivers

    • Science-backed guidance on hydration and nutrition to optimize performance and recovery

    “We’re proud to welcome Gatorade to the F1 ACADEMY family. What has impressed me most about Gatorade is how seriously they’re investing in our drivers, not just as athletes, but as individuals with incredible potential. This isn’t a surface-level sponsorship, it’s a deeply hands-on partnership that brings world-class hydration science and performance expertise directly to our paddock. With the world-class expertise of Gatorade, not only will our drivers be better equipped to perform at their peak, but they’ll also gain knowledge and tools that will serve them throughout their careers.” as stated by Susie Wolff (Managing Director of F1 Academy).

    Looking Ahead

    This announcement comes at a time of significant audience growth for F1 Academy, with the new documentary “F1: THE ACADEMY” now streaming globally on Netflix and broadcasting in over 170 territories. The partnership also follows PepsiCo’s recently announced multi-year worldwide official partnership with Formula 1 until 2030.

    “At PepsiCo, we believe in the power of platforms and partnerships to shape the future of sport – and to do so with purpose. This historic global partnership with F1, one of the world’s fastest growing sports, is a bold step forward in our mission to fuel fandom, create culture-driving moments and incredible brand experiences on a global scale.” said Jane Wakely, PepsiCo’s Chief Consumer and Marketing Officer.

    Stay tuned for more details as Gatorade and F1 Academy work together to inspire the next generation of women in motorsport and drive positive change in the racing world.

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  • 10 Facts About the Dior B22 You Need To Know

    10 Facts About the Dior B22 You Need To Know

    If you’re passionate about sneakers or fascinated by the intersection of luxury and streetwear, the Dior B22 is a model that demands your attention. Since its debut, the Dior B22 is one of the most sought-after sneakers in luxury footwear—yet even the most dedicated sneakerheads might not know all the details behind its rise to icon status. Here are 10 expert-backed facts about the Dior B22 that will surprise even the most seasoned sneaker head.

    Dior B22 Sneakers

     

    Where to find Dior B22 sneakers

    1. Debut and Market Impact
      The Dior B22 launched in April 2018, marking Dior’s assertive entry into the luxury sneaker segment and setting a new standard for high-fashion athletic footwear.

    2. Design Inspiration
      Drawing from ’90s running shoes, the B22’s chunky silhouette and exaggerated sole reflect the era’s performance-driven aesthetics, inspired by ‘90s aesthetics, a look that has become synonymous with the “dad shoes” trend.

    3. Material Composition
      The B22 is constructed from a blend of premium materials—suede, technical mesh, and synthetic leather—chosen for their durability, breathability, and ability to create layered visual depth.

    4. Sole Technology
      The sculpted rubber sole is engineered for both style and function, providing lightweight cushioning and traction, which is essential for comfort during extended wear.

    5. Fit and Sizing
      The B22 generally fits true to size, aligning closely with standard Nike or Adidas sizing. However, those with wider feet are advised to size up by half for optimal comfort.

    6. Branding Subtlety
      Unlike many luxury sneakers, the B22 features understated branding—typically a discreet “DIOR” on the tongue or heel—allowing the craftsmanship and design to take center stage.

    7. Celebrity and Cultural Influence
      The sneaker’s rapid adoption by celebrities such as Rihanna, Bella Hadid, and A$AP Rocky propelled it into the global spotlight, influencing both luxury and mainstream sneaker trends.

    8. Collectibility and Discontinuation
      With the B22 officially discontinued as of April 2024 and no restocks planned, its scarcity has significantly increased its desirability and resale value among collectors.

    9. Versatility in Styling
      The B22’s range of colorways and its balanced proportions make it a versatile option, easily paired with both casual streetwear and elevated fashion looks.

    10. Made in Italy
      Each B22 is meticulously crafted in Italy, reflecting Dior’s commitment to quality through precise stitching, material selection, and finishing—a hallmark of true luxury footwear.

    The Dior B22’s highly sought-after status among celebrities and collectors is driven by its standout design, luxury quality, celebrity cachet, versatility, and newfound scarcity

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  • What is kids size 6.5 in women’s?

    What is kids size 6.5 in women’s?

    To convert children’s shoe sizes to women’s sizes, a general rule of thumb is to add about 1.5 to 2 sizes to the kids’ size to determine the equivalent women’s size. Therefore, a kid’s size 6.5 is roughly equivalent to a women’s size 8.5. This conversion is standard across various brands and shoe sizing charts.

    Below is a comprehensive kids’ to women’s shoe size conversion chart to provide more precise insight:

    Women’s Size Kids’ Size (Youth)
    5 3
    5.5 3.5
    6 4
    6.5 4.5
    7 5
    7.5 5.5
    8 6
    8.5 6.5
    9 7
    9.5 7.5
    10 8

    Pro tip: Always consult individual brand size charts when available.

    To provide deeper clarity, here are some points from various sources:

    1. According to Keen Footwear, a youth size 6.5 is equivalent to a women’s size 8.5.
    2. FirstWalkers highlights the differences between children’s and adult shoe sizes while stressing the importance of proper shoe fit for developmental reasons.
    3. Hibbett Sports also charts the conversion, noting that a woman’s size 8.5 corresponds to a kid’s size 6.5.
    4. Sierra supports these findings and advises a simple conversion by subtracting two sizes to get the youth fit.

    Accurate shoe sizing is crucial, especially when converting between kids’ and adults’ sizes. In addition to the general guideline, it’s always good to measure feet directly to account for any brand-specific variations or foot length differences. Finally, referring back to multiple sources will ensure the most accurate shoe sizing, as conversions might vary slightly.

  • Kicks Crew Partners With Wade and Russell at Fanatics Fest 2025

    Kicks Crew Partners With Wade and Russell at Fanatics Fest 2025

    Kicks Crew is making headlines as it teams up with NBA legends Dwyane Wade and D’Angelo Russell for a groundbreaking partnership debuting at Fanatics Fest 2025.

    The global online sneaker marketplace, has announced NBA Hall of Famer Dwyane Wade and NBA guard D’Angelo Russell as its newest investors and ambassador athletes. The move comes as the company continues to reshape the relationship between athletes and sneaker platforms, emphasizing ownership, creative control, and global reach.

    A New Era for Athlete Empowerment

    The terms of Dwyane Wade and D’Angelo Russell’s investment were not disclosed, but their involvement highlights a significant step for both Kicks Crew and the athletes’ own brands. Wade, who has long championed athlete ownership through his “Way of Wade” brand,said:

    “Kicks Crew is redefining what it means to empower athletes. This isn’t just about selling sneakers—it’s about ownership, control and building something that lasts. With Kicks Crew, the ‘Way of Wade’ brand can grow on a global scale while staying true to our vision. They give us the resources, platform and freedom to create and distribute our products our way. That’s the future, and I’m proud to be part of it”.

    Russell, who recently debuted his first signature sneaker, the DLo-1, under the Way of Wade brand,added:

    “We’re not just joining a marketplace—we’re rewriting the rules. What Kicks Crew is building is bigger than products. It’s about creativity, community, and giving athletes a platform to move culture in real time. I had to be a part of that”.

    Strategic Partnership and Global Impact

    Kicks Crew currently serves millions of customers in over 100 countries and has played a pivotal role in introducing international brands like Way of Wade to a broader audience. The partnership will provide full-spectrum support for Way of Wade including product development, marketing, and international distribution, all while maintaining creative and operational control for the athletes.

    Ross Adrian Yip, co-founder of Kicks Crew,“highlighted” the significance of this collaboration:

    “Dwyane Wade has always been ahead of the curve—from his legendary career to how he’s championed athlete ownership and international sneaker culture through ‘Way of Wade.’ With Dwyane and D’Angelo, we’re not just launching signature products; we’re building a future where athletes lead with direct ownership in their own platform. Their belief in what we’re creating is a huge step forward as we integrate content, storytelling, and product into a unified global platform”.

    Other NBA stars, including Damian Lillard and Kyrie Irving also support Kicks Crew further cementing its status as a hub for athlete-driven sneaker culture.

    Public Launch at Fanatics Fest NYC

    The new partnership will make its public debut at Fanatics Fest NYC taking place June 20–22. Wade, Russell, and Kicks Crew will host an immersive booth celebrating the legacy of Way of Wade and offer exclusive first access to the Kicks Crew x Way of Wade DLO 1 ‘Royal Blue Skies’ collaboration limited to just 300 pairs worldwide. The event will feature interactive product storytelling, autographed memorabilia giveaways, and exclusive content designed to showcase the future of athlete-built brands.

    Looking Ahead

    This partnership highlights the growing influence of athlete-driven brands and is clear evidence of Kicks Crew’s innovative approach to empowering athletes in the global sneaker industry. As Wade said, “That’s the future, and I’m proud to be part of it”.

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  • BEEUP Unveils New Campaign With David Beckham in US

    BEEUP Unveils New Campaign With David Beckham in US

    BEEUP, a next-generation snack brand, has officially launched its debut line of honey-powered fruit snacks in Target stores across the United States. Co-founded by David Beckham, Co-Founder of BEEUP—renowned athlete, entrepreneur, and President and Co-owner of Inter Miami CF soccer club—and Shaun Neff, Co-Founder of BEEUP, the entrepreneur behind brands like SUN BUM  and Moon Oral Care, BEEUP aims to redefine snacking for families and kids.

    The Inspiration: Honey as a Superfood

    BEEUP draws its inspiration from honey’s natural ability to provide energy that tastes as good as it performs. With 40-year consumer packaged goods veteran Mike Keown as CEO, BEEUP is poised to disrupt the U.S. snack market, which is projected to reach $53.33 billion in revenue by the end of 2025.

    The idea for BEEUP was sparked by David Beckham’s well-known passion for beekeeping. After spending countless hours tending to his hives and harvesting honey, Beckham sought wholesome snack options for his family and discovered the impressive nutritional benefits of honey.

    What Makes BEEUP Different?

    Every BEEUP snack is crafted to harness the superfood power of honey, fueling kids and families through busy mornings, after-school sports, and everything in between. These fruit snacks offer a naturally sweet upgrade from refined sugars and deliver real, sustained energy. The line is non-GMO, free from synthetic dyes and artificial flavors, and packed with Vitamins A, C, and E.

    Quotes from the Founders

    David Beckham, Co-Founder of BEEUP, shared:

    “Beekeeping began as a hobby with my sons, but quickly grew into a deep appreciation for honey as a powerful superfood that provides natural energy,” said David Beckham, Co-Founder of BEEUP. “I am excited to make this wholesome, nutritious ingredient available for active kids and families in the form of these incredible BEEUP snacks. Whether prepping for a game, performance, or the playground, we’ve made BEEUP to offer families natural energy they could feel good about eating.”

    Shaun Neff, Co-Founder of BEEUP, added:

    “From my first conversation with David, it was clear that his passion for beekeeping and honey had sparked something special,” said Shaun Neff, Co-Founder of BEEUP. “We saw a unique opportunity to disrupt the kids’ snack space with a brand powered by real honey, made for active kids and with a strong connection to youth sports. It’s been an incredible journey working with David and bringing this brand to life.”

    Where to Find BEEUP

    BEEUP’s new 10-pack fruit snacks come in three delicious flavors: Very Berry, Tropical Mix, and Sour Watermelon. They are now available at Target stores nationwide, on Target.com, and on the BEEUP website for an MSRP of $4.99.

    For more information, visit beeupsnacks.com or follow along on Instagram @beeupsnacks.

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  • Parity Launches 2025 Report on Women’s Sports USA Growth

    Parity Launches 2025 Report on Women’s Sports USA Growth

    A groundbreaking new report highlights the rising influence of women’s sports in the US and reveals how fans’ trust in female athletes is shaping the future of brand partnerships.

    The new study from women’s sports agency Parity is making waves in the sports marketing world, revealing that 68 percent of U.S. sports enthusiasts trust that female athletes genuinely believe in the products they promote. This finding, based on a national survey of nearly 2,400 U.S. consumers, including over 1,000 dedicated fans of women’s sports, highlights a growing opportunity for brands to connect authentically with a rapidly expanding and diverse fan base.

    Leela Srinivasan, CEO of Parity, said: “There’s no shortage of headlines about women’s sports growth, but marketers need more than hype ,  they need direction. This report is designed to guide brands navigating the dynamic women’s sports sponsorship landscape, offering practical insights to build smart, effective strategies that give women’s sports fans what they want.”

    Top Insights from 2025 US Women’s Sports Report

    • Women’s Basketball Leads the Pack: Women’s basketball continues to dominate viewership in the U.S., with 63 percent of female sports fans citing it as their top sport. This even surpasses men’s basketball among male sports fans, where the figure stands at 51 percent.

    • Emergence of New Leagues and Regional Fandom: Leagues such as the Professional Volleyball Federation, USL Super League, and Professional Women’s Hockey League are gaining traction, especially in regions with local teams. Regionality is becoming a key driver of fandom and brand engagement.

    • Trust in Female Athlete Endorsements Is Rising: The credibility of professional women athletes extends beyond just female sports fans. Sixty-eight percent of all respondents, male and female, said they trust that female athletes believe in the products they promote. Notably, even among those who never watch female-specific sports, 58 percent now express trust, up 6 percentage points from last year. The fastest growth was among men who watch female sports, with an 8-point increase to 74 percent, and among daily or weekly viewers, up 6 points to 84 percent.

    • Top Sponsorship Categories: Apparel, Health & Beauty, and Food & Beverage are the leading categories most recognized by fans and most likely to influence purchase behavior. Women who watch female-specific sports are 40 percent more likely to purchase from apparel brands that sponsor women’s sports, while men are 28 percent more likely to buy from food and beverage companies with similar sponsorships.

    • Athlete Partnerships Drive Purchase Decisions: Fans of all ages value brand partnerships with athletes more highly than sponsorships of teams, leagues, or tournaments. Forty-three percent of female sports fans and 67 percent of frequent women’s sports viewers say a brand’s partnership with a female athlete makes them more likely to make a purchase. Gen Z fans are especially drawn to digital activations, such as social contests, while Baby Boomers and older generations prefer purpose-driven efforts.

    Leela Srinivasan, CEO of Parity, said: “This report reinforces what we’ve long known at Parity: athlete trust is a superpower. Fans don’t just watch, they believe in these pro women athletes. That authenticity is invaluable for brands, especially now as viewership across women’s sports is surging and becoming more diverse, from hoops to hockey. We’re also seeing the rise of regional fandom , new leagues and teams are rallying passionate local followings. The brands leading the way, particularly in Apparel, Health and Beauty, and Food and Beverage, are those leaning into this moment with intention. Fans have made it clear: they want athlete-led, meaningful engagement. The opportunity is wide open for brands to meet the moment and help shape the future of women’s sports.”

    What This Means for Brands

    Parity’s findings send a clear message: fans are seeking authenticity and meaningful engagement. Brands that partner directly with female athletes, especially in the most recognized categories, are poised to benefit from increased trust and purchase consideration. The data shows that athlete-led campaigns are not just more visible, they’re more effective.

    As women’s sports continue to break viewership records and attract diverse audiences, the window is wide open for brands to engage in ways that resonate with fans and drive real-world impact.

    The Parity survey, powered by SurveyMonkey, was conducted April 8-11, 2025, among a national sample of 2,385 U.S. adults.

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