All CHALLENGER BRANDS articles
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ArticleMontirex takes on Europe via JD Sports
The Liverpool-born challenger brand pairs a 24-location Spanish rollout with a culturally targeted athlete deal — built without a single outside investor.
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ArticleBRANWYN: the case for Merino wool as technical apparel
A product win and a supply-chain commitment that together challenge the assumption that performance apparel must be synthetic.
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ArticleVuori expands its golf range with Tom Holland
A second, more sport-specific golf range shows how the California challenger is building technical credibility beyond lifestyle wear.
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ArticleHOKA becomes title sponsor of Hackney Moves festival
The running brand upgrades from footwear partner to title sponsor of London’s largest fitness weekend, deepening a three-year relationship.
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ArticleRunning shoes in 2025: more cushioned than ever
The sports shoe market swapped race-day fireworks for weekday miles. Gen Z embraced max-cushioned shoes for walking, running and commuting.
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ArticleTeen survey finds On outranks Hoka
On Running overtakes Hoka among U.S. teens, Nike’s decline moderates, but teen spending drops 6 percent.
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ArticleNew running brand collaboration set to follow Puma x Saysky tie-up
Hoka has unveiled a collaboration with Swedish running label Unna on a limited-edition reimagining of the Speedgoat 2.
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News briefsHoka opens first German flagship store
The US performance footwear brand has entered the German retail market with a Berlin flagship location designed to blend innovation and community.
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ArticleHoka drives Deckers Q1 growth
The US group reports strong first-quarter gains led by key brands, with global growth outlook on track.
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News briefsHoka’s new global campaign is all about community
The new “Together We Fly Higher” campaign explores the power of shared progress in running.