All CHALLENGER BRANDS articles
-
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.
-
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.
-
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.
-
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.
-
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.
-
ArticleTeen survey finds On outranks Hoka
On Running overtakes Hoka among U.S. teens, Nike’s decline moderates, but teen spending drops 6 percent.
-
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.
-
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.
-
ArticleHoka drives Deckers Q1 growth
The US group reports strong first-quarter gains led by key brands, with global growth outlook on track.
-
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.
