The athleisure retailer pulled yet another line of leggings after complaints that they were too sheer.

Super Bowl campaigns aren’t one-size-fits-all; brands are now splitting between full-scale TV buys and multi-channel activations that extend beyond the broadcast.

Nike returned to growth in fiscal Q1, snapping a four-quarter streak of declining sales. Nike is beginning to see the light at the end of the tunnel, as Hill’s turnaround plan begins to make headway despite considerable uncertainty. While tariffs are weighing on margins, investments in new product lines are beginning to restore brand heat.

Shoppers will be able to buy the much-hyped Nike-Skims collaboration starting Friday, seven months after the partnership was announced. While an unusual pairing on paper, the collaboration between Nike and Skims plays to both companies’ strengths, and positions the new brand to become an athletic powerhouse. The collection’s versatility and innovation are likely to appeal to consumers who want both performance and style from their clothing—as well as those who lean more heavily toward either.

Nike and Under Armour are leaning on the star power of LeBron James and Steph Curry to restore flagging sales in China and stay culturally relevant. Their ongoing struggles in the region show that brands can no longer expect to coast on their reputations to win over global customers—especially now, as US trade policies sour relations with even its closest allies.

Nike, H&M, and Louis Vuitton will see their share of the global apparel market fall this year, according to a report by GlobalData. Meanwhile, adidas, Shein, Uniqlo, and Skechers will be the biggest winners as shifting trends and tariffs reshape the apparel industry. This year’s apparel winners share two key traits: agility in responding to consumer trends and the ability to offer products that are either affordable or that shoppers deem to be worth the expense. These factors are emerging as critical competitive advantages, especially amid economic and tariff pressures.

The situation: Nike’s turnaround will likely take some time. In FYQ4, the company’s sales fell 12% YoY (11% on a constant-currency basis), reflecting what CFO Matthew Friend called the “largest financial impact” from the company’s reset strategy. Still, he expressed confidence that “headwinds will moderate from here,” emphasizing Nike’s focus on execution and controlling what it can. Our take: Turning around a company the size of Nike is like trying to turn around an ocean liner in rough waters. Change takes time, especially amid headwinds like tariffs and shaky demand, and execution missteps keep dragging on performance. Nike is adjusting course—leaning back into wholesale, cleaning up its inventory, and getting more surgical with product drops—but calm seas are still a ways off.

The scene: When Cooper Flagg—the odds-on favorite to be the NBA Rookie of the Year next season—steps onto the court for the first time, he’ll be wearing New Balance basketball shoes. Our take: New Balance’s push to sign Flagg, along with its other star-powered ambassadors, underscores its clear ambition to break into the top tier of global sportswear brands. While Nike and Adidas still lead by a wide margin, New Balance has its sights set on Puma, which reported $9.5 billion in sales last year—well ahead of New Balance’s $7.8 billion. To close the gap, New Balance needs to turn its growing visibility into demand, which is far from a sure thing. From there, it must maintain that momentum with consistent sales across both its performance and lifestyle lines. If Flagg lives up to the hype and the brand finds ways to ride that momentum, New Balance could take a meaningful step up the sneaker hier

Online fashion sales growth in France is stabilizing as global competitors capture market share and social platforms become more influential.

Despite political pressure, McDonald’s is standing by its commitment to inclusion. While it recently replaced “DEI” language with “inclusion,” its initiatives remain intact, per Bloomberg. That contrasts with brands like Target, Nike, and JPMorgan Chase, which have scaled back DEI and climate efforts amid conservative backlash. McDonald’s cosmetic rebranding reflects a strategic calculation: investing in programs it views as beneficial for business and essential to long-term brand equity, especially with key demographics. If it avoids major backlash, McDonald’s could offer a model for other brands weighing how to uphold values while managing political and reputational risk.

Shifting policies erode consumer spending bit by bit: Looser bank fee rules, weakening appliance and insurance standards, and rising tariffs all combine to strain household budgets.

Nike resumes selling on Amazon as tariffs threaten its turnaround: The brand is betting that an expanded retail presence will soften the blow of higher prices.

Dick’s Sporting Goods is buying Foot Locker: The deal will significantly boost the big box retailer’s market share and bargaining power—though it carries significant risk.

Urban Outfitters teams up with Nike for “On Rotation”: The Gen Z-focused in-store experience features an assortment of Nike apparel and footwear curated for UO’s audience.

On Running leans into premiumization to offset tariff impact: The company plans to raise prices as enthusiasm for its expensive sneakers remains high.

Skechers goes private in challenging time for footwear industry: The $9.4 billion deal will give the company breathing room to navigate punishingly high tariffs.

BeReal launches its US ad business: The platform is looking to capitalize on TikTok’s uncertain future in the US.

Roblox has been popular with young game players for years. It brings in tens of millions of players every day. As more marketers explore activations on the platform, best practices are starting to take shape.