Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

On: Capitalising on the Perennial Sportswear Boom

Sportswear brands can lean into innovation, technology and collaborations to build credibility with outdoor-focused consumers, explains On’s co-founder for The State of Fashion 2024.
Co-founder of Swiss sportswear brand On, David Allemann, sits down in an interview for The State of Fashion 2024.
David Allemann, co-founder of Swiss sportswear brand On, sits down in an interview for The State of Fashion 2024. (David Allemann; On)

The way

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

The State of Fashion 2024: Riding Out the Storm

The eighth annual State of Fashion report by The Business of Fashion and McKinsey & Company reveals an industry navigating deep uncertainty. Download the full report to understand the 10 themes that will define the industry and the opportunities for growth in the year ahead.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Sports
How the collision of sports and fashion is creating new opportunities in both industries.

Don’t Blame Basketball for Nike’s Slowdown

An NBA reporter’s analysis of Nike’s basketball business has sparked a new conversation about how much the category and the stars that drive it are to blame for the company’s recent struggles.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

Zegna Revenues Rise 7.4%

The Italian luxury group’s first-quarter performance surpassed market expectations powered by solid growth in direct-to-consumer sales in the US.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON