Sports

Brands are making golf fashionable for women through unexpected collaborations and creator content that flips the sport’s once elitist connotation on its head.

The brand known for its running shoes is making its mark in the basketball business after signing 18-year-old NBA Draft top pick Cooper Flagg.

Designer Jide Osifeso will shape the creative direction of Reebok Basketball as the brand seeks to re-establish itself in a performance category it’s been absent from for more than a decade.

The multi-year partnership is the latest collaboration in the growing intersection of fashion and sports.

The deluge of sports-inspired product releases and collaborations between brands and sports teams or athletes has saturated the market and started to spur a backlash. But insiders say there is still room for tie-ups which go beyond simple logo swaps or licensing deals.

Senior correspondent Sheena Butler-Young and executive editor Brian Baskin are joined by BoF sports correspondent Daniel-Yaw Miller to examine how luxury brands are tapping into the world of sports, from football and Formula 1 to women’s basketball.

This year’s New York City Marathon will witness an unprecedented slew of fashion-related activations like branded run clubs, sneaker drops and even a beauty sponsorship as the industry goes all in on running culture.

Adidas has mounted one of the more remarkable turnarounds in recent memory after facing a crisis two years ago from the end of its Yeezy business. BoF spoke to chief executive Bjørn Gulden and other members of Adidas’ leadership to unpack how a series of bold decisions on products like its Samba sneaker, a move to refocus the brand on athletes and internal shifts brought Adidas back from the brink.