Changes at the top for Nike and Under Armour spark wider shift in sportswear
Matt BarkerWith fresh faces in the boardroom and new approaches to retail and marketing, sportswear’s big hitters are readying themselves for a challenging 12 months.
M&S reveals new direction with first standalone men’s casualwear campaign
Matt BarkerTaking a more selective approach, the high street retailer is showcasing slimmed-down product lines in a bid to make shopping easier for men “with fewer, better choices”.
Toxic sponsorships: How brands are avoiding partnership pitfalls
Matt BarkerSponsorships have hit the headlines in recent weeks with high profile arts organisations coming under intense pressure to drop partners deemed to have ‘toxic’ reputations. Done right, however, and sponsorships can provide a solid platform for long-term success.
All-female motorsport W Series revs up its pursuit of sponsors
Matt BarkerAttracting the right brand partnership will be crucial if W Series wants to cement its status as the home of female motor racing as the tournament gears up for its second season.
Relevancy and responsiveness: The secrets to successful brand growth
Matt BarkerMaintaining relevance and responding rapidly to consumer demand has helped Microsoft, Coca-Cola, McDonald’s and Disney retain their spot in Interbrand’s top 10 after 20 years.