How Wolverine Worldwide Turned Saucony Into a Sportswear Challenger
Two years ago, Wolverine Worldwide was best known – if it was known at all – for its portfolio of footwear brands like Sperry and Hush Puppies that were well…
BoF Insights Gathers Industry Leaders to Explore What AI Can Teach Us About Sportswear Challenger Brand Strategies
It’s no secret that sportswear upstarts are giving their incumbent counterparts a run for their money when it comes to customer engagement. This is reflected in the growing market share…
The Swiss Challenger Disrupting the Global Running Market
TFL PRO+ Exclusive: In the $396 billion-plus global sportswear market, an intriguing battle is playing out. A slew of newer and relatively smaller brands is taking on the titans in…
Sportswear challenger Castore considering stock market flotation
Strong festive sales helped Castore to achieve “record” trading in December as the British sportswear brand looks towards its long-term goal of stock market flotation. The retailer said that sales…
Sportswear Challenger Brand Montirex Appoints Havas Play UK to Strategic Partnerships
Montirex, the sportswear challenger brand, has appointed Havas Play UK to oversee and develop Montirex’s strategic creator and brand partnerships. Havas Play UK’s brief is to develop Montirex’s talent partnership…
The Rise of Sportswear’s Challenger Brands, in Four Charts
The sportswear market is increasingly split into two camps. On one side are the incumbents: household names like Nike, Adidas, Puma and Under Armour, with global name recognition built over…