Marketing


  • A golfer swings a club and wears a black skort outfit.
    Image attribution tooltip
    Courtesy of Under Armour
    Image attribution tooltip
    Deep Dive

    Golf fashion moves into the mainstream

    A new line from Tiger Woods, LVMH's latest collaboration with Tyler, the Creator and indie brands are helping to bring the sport from performance wear to streetwear.

    By Howard Ruben • April 12, 2024
  • Two people stand next to each other in a studio in front of a rack of clothing.
    Image attribution tooltip
    Courtesy of Mango
    Image attribution tooltip

    Mango and Victoria Beckham to release capsule collection

    The limited-edition collaboration is part of a push by the retailer to lean into luxury materials and elevate its offerings as it celebrates its 40th anniversary.

    By April 5, 2024
  • A model dressed in orange wears a wide orange belt and stands in front of a photo of the belt.
    Image attribution tooltip
    Courtesy of Neiman Marcus
    Image attribution tooltip

    Neiman Marcus and Loewe launch limited-edition collection

    The 19-piece line features pieces designed by the LVMH-owned luxury house’s creative director Jonathan Anderson and is inspired by looks from the company’s archives.

    By April 4, 2024
  • People walk by a Nike store.
    Image attribution tooltip
    Feng Li via Getty Images
    Image attribution tooltip

    Nike commits to bolder brand marketing as part of rebound plan

    The Summer Olympics will serve as a showcase for some of the sportswear giant's most impactful marketing in years, executives said.

    By Peter Adams • April 3, 2024
  • Guy Marino wears a blue jacket and a baseball cap and stares off the side of a bridge.
    Image attribution tooltip
    Courtesy of Dickies
    Image attribution tooltip

    Dickies and Guy Mariano release collaboration

    The seven-piece, 1990s-inspired line blends skatewear and streetwear and is available at core skate shops and on the brand’s e-commerce site.

    By March 29, 2024
  • Levi's "The Floor is Yours" campaign
    Image attribution tooltip
    Courtesy of Levi's
    Image attribution tooltip

    Inside Levi’s first campaign from new creative AOR TBWA\Chiat\Day

    CMO Kenny Mitchell explains how “The Floor Is Yours” will “pass the pen” to consumers via a global casting call for a role in a music video.

    By Chris Kelly • March 28, 2024
  • The Nike "swoosh" on the side of a building, with another building seen behind it.
    Image attribution tooltip
    Daphne Howland/Fashion Dive
    Image attribution tooltip

    Nike refocuses on innovation as Q3 revenues fall flat

    CEO John Donahoe said the sportswear brand “is not performing at our potential” and needs to lean back into wholesale and product innovation.

    By Cara Salpini • March 22, 2024
  • MiLaysia Fulwiley with a basketball.
    Image attribution tooltip
    Courtesy of Under Armour
    Image attribution tooltip

    Under Armour, Curry Brand sign new athlete in multiyear deal

    University of South Carolina guard MiLaysia Fulwiley will wear the Steph Curry shoes for the rest of her college career at the school.

    By Tatiana Walk-Morris • March 20, 2024
  • An image of “Sporty Spice” Spice Girl Melanie C in a logo flight jacket next to an image of models, also in logo jackets, staring at the Golden Gate Bridge.
    Image attribution tooltip
    Courtesy of Gap Inc.
    Image attribution tooltip

    Gap and Palace collaborate on streetwear collection

    The 55-piece capsule with the London-based skate brand will feature adult and children’s apparel, plus skate decks and a limited-edition plush toy.

    By March 18, 2024
  • Pairs of Yeezys.
    Image attribution tooltip
    Courtesy of Adidas
    Image attribution tooltip

    The latest Yeezy drop from Adidas is online only

    The activewear company earlier this month announced plans to shed existing inventory from its previous partnership with Ye.

    By Tatiana Walk-Morris • Feb. 28, 2024
  • Hangers with the Dickies Girl logo hold t-shirts on a rack.
    Image attribution tooltip
    Matt Winkelmeyer via Getty Images
    Image attribution tooltip

    Dickies announces new vice president of global marketing

    Denise Anderson joins the workwear brand from Smartwool, also owned by VF Corp, where she spent nine years in marketing and creative roles.

    By Feb. 28, 2024
  • A person is fishing and wearing cream colored fishing gear and sunglasses.
    Image attribution tooltip
    Courtesy of Columbia
    Image attribution tooltip

    Columbia braces for challenging 2024 as net sales rise 1% in fiscal 2023

    The company projected a net sales decline of between 2% and 4% against a background of "economic and geopolitical uncertainty."

    By Feb. 2, 2024
  • Models are lined up on the runway wearing items from Miu Miu during Paris Fashion Week.
    Image attribution tooltip
    Pascal Le Segretain/Getty Images via Getty Images
    Image attribution tooltip

    The new rules shaping luxury fashion marketing: report

    Luxury brands are bucking traditional fashion schedules, embracing collaborations and becoming more inclusive, according to Highsnobiety.

    By Jan. 23, 2024
  • A crowd of spectators raise their cell phones to record the events taking place at the Concept Korea fashion show during New York Fashion Week.
    Image attribution tooltip
    Arturo Holmes via Getty Images
    Image attribution tooltip
    Deep Dive

    7 fashion industry trends to watch in 2024

    The coming year will bring fast fashion battles, more mergers and acquisitions, an evolution of luxury and a presidential election, and that’s just for starters.

    By Laurel Deppen and Lara Ewen • Jan. 12, 2024
  • The Nike "swoosh" on the side of a building, with another building seen behind it.
    Image attribution tooltip
    Daphne Howland/Fashion Dive
    Image attribution tooltip

    Nike, Tiger Woods end partnership after 27 years

    For nearly three decades, Woods was wearing Nike during some of his most memorable athletic achievements.

    By Nate Delesline III • Jan. 10, 2024
  • Jenna Lyons sitting among shoes.
    Image attribution tooltip
    Courtesy of eBay
    Image attribution tooltip

    EBay pushes luxury consignment service with curated Jenna Lyons collection

    A bus will travel to Los Angeles and Las Vegas with items from Lyons’ closet for sale, and shoppers can also get their own luxury handbags appraised.

    By Tatiana Walk-Morris • Dec. 14, 2023
  • Person with hand tattoos kneels and laces up a Sperry boat shoe.
    Image attribution tooltip
    Retrieved from Sperry on November 09, 2023
    Image attribution tooltip
    Deep Dive

    Rocking the boat shoe: Sperry’s search for a lifeline

    Wolverine is looking to unload its 88-year-old lifestyle footwear brand, but finding the right buyer is a hard sell.

    By Updated Nov. 20, 2023
  • LaMelo Ball in a Foot Locker ad
    Image attribution tooltip
    Courtesy of Foot Locker
    Image attribution tooltip

    Foot Locker hypes up holidays with major brands, NBA stars

    The campaign features Nike, Puma and Adidas alongside basketball’s biggest names and arrives as the retailer launches a sneaker-focused brand platform.

    By Chris Kelly • Nov. 7, 2023
  • Three models wearing pieces from the Wrangler x Barbie collection.
    Image attribution tooltip
    Courtesy of Wrangler x Mattel
    Image attribution tooltip

    Kontoor Brands Q3 revenue rises 8%, supported by its best-selling Barbie collection

    Both its Wrangler and Lee Jeans brands have invested heavily in collabs and attracted newer, younger customers as a result.

    By Nov. 6, 2023
  • Margot Robbie, and actor, is dressed in pink and takes a selfie with fans, also dressed in pink, at the red carpet premiere of the Barbie movie, in which she plays the title character.
    Image attribution tooltip
    Antony Jones via Getty Images
    Image attribution tooltip
    Deep Dive

    5 lessons brands can pull from Barbie’s marketing master class

    Now that Greta Gerwig’s movie has left theaters, here’s what the fashion industry needs to know about the next trend.

    By Oct. 17, 2023
  • Japanese twin sister musician duo Amiaya pose in the front row of Miu Miu's spring-summer 2024 Paris show wearing the brand's logo cardigans and holding the brand's tiny handbags.
    Image attribution tooltip
    Victor Boyko via Getty Images
    Image attribution tooltip

    Miu Miu tops Lyst Index for the first time

    Loewe came in second, while Maison Margiela’s Tabi shoe was dubbed the hottest product in the world for the quarter.

    By Oct. 12, 2023
  • Five models in white shirts and black pants stand on a beach facing the camera.
    Image attribution tooltip
    Courtesy of Banana Republic
    Image attribution tooltip

    Banana Republic launches collab with Peter Do

    The 28-piece collection features outerwear, tailored separates, tops and accessories.

    By Oct. 10, 2023
  • Zaya Guarani sits on a grassy field wearing a graphic black jacket, beige pants, and modeling a black pair of Campfire Crafted Regenerate Boots by Ugg.
    Image attribution tooltip
    Courtesy of Ugg
    Image attribution tooltip

    Ugg launches all-gender sustainable collection

    The capsule, called Regenerate by Ugg, features details including regeneratively-sourced sheepskin and outsoles made from renewable sugarcane.

    By Oct. 6, 2023
  • Vestiaire Collective clothing display of resale fashions.
    Image attribution tooltip
    Permission granted by Vestiaire Collective
    Image attribution tooltip

    Vestiaire Collective names new head of global communications

    Lauren Picciano comes to the luxury reseller after spending more than 15 years working in public relations for Saks, Bergdorf Goodman, Hearst and La Perla.

    By Oct. 2, 2023
  • In a darkened landscape, three people in Moncler x Pharrell Williams outerwear stare moodily at the camera.
    Image attribution tooltip
    Retrieved from Moncler on September 20, 2023
    Image attribution tooltip

    Moncler, Pharrell Williams to release capsule collection

    The limited-edition line features convertible clothing, detachable logos and a duvet that functions as a cape.

    By Sept. 20, 2023