Fashion
Nike prepares World Cup marketing play as investors eye turnaround
By
Reuters
Published
September 29, 2025
Investors will focus on Nike‘s marketing plans for the coming year when the company reports its results on Tuesday, following several sluggish quarters in which rivals have stolen market share and high tariffs have impacted imported goods.
The company, in the midst of a turnaround under CEO Elliott Hill, showed an appetite for big-ticket ad campaigns in the year ended May—boosting its marketing spend to $1.63 billion, up 9% from the previous year. Next year brings one of the biggest sports marketing bonanzas of the decade: the World Cup.
Marketing plans surrounding the Cup, which will be held next June in the U.S., Canada, and Mexico, will be a primary focus for main investors in the coming months, according to Morningstar analyst David Swartz.
Tuesday’s call may also shed light on Nike’s ongoing efforts to weather crippling tariffs. Nike makes nearly all its shoes in Vietnam, China and Indonesia—countries that face high tariffs from U.S. President Donald Trump.
The company stated in June that tariffs would add approximately $1 billion in costs, although it planned to reduce imports from China from around 16% to below 10%.
Nike’s marketing campaigns this past year were largely focused on reestablishing the brand as the go-to choice for serious athletes, a label that had eluded it in recent years. Nike needs to keep hitting that message, Swartz said: “We need to see some progress on returning to relevance.”
The World Cup has a scope matched by few sporting events, and Nike sponsors five of the top 10 FIFA-ranked national teams, including Brazil, France and England. Its selling and marketing expense is set to cross $5 billion in 2026, according to LSEG’s estimates.
Revenue for the August-ended quarter is expected to fall about 5% compared with a year earlier, while gross profit margin as a percentage of revenue is expected to shrink by about 3.7%, according to LSEG data.
Nike has lost market share to younger rivals, such as On and Deckers’ Hoka, which has contributed to its weak performance in recent quarters. Demand in major markets—especially China—has been choppy, as Nike tries to balance its wholesale and direct-to-consumer strategies. It has discounted some items as it works to clean out inventory.
The company has also struggled in women’s athleisure against competitors such as Lululemon. On Friday, it launched NikeSKIMS, in a highly anticipated partnership with Kim Kardashian‘s label.
However, Swartz said it would take time to judge its success, as “tariffs may affect sportswear demand for some time.”
The broader global athletic footwear market, estimated to be worth approximately $183 billion this year, is forecast to grow to $258 billion by 2030, according to India-based market research firm Mordor Intelligence.
© Thomson Reuters 2025 All rights reserved.
Fashion
US lawmakers introduce Last Sale Valuation Act to end customs loophole
“This bill protects Louisiana workers and American businesses, ensuring loopholes don’t hold them back,” Dr Cassidy said in a press release.
US Senators Bill Cassidy and Sheldon Whitehouse have introduced the Last Sale Valuation Act to close the ‘first sale’ customs loophole that lets importers underpay duties.
The bipartisan bill would base tariffs on final sale values, strengthen US Customs enforcement and curb duty evasion.
Supporters say it will protect American manufacturers, workers and federal revenue.
If passed, the bipartisan measure would grant clearer enforcement authority to US Customs and Border Protection (CBP), streamline valuation reviews and reduce disputes over documentation, while curbing mis-invoicing and related-party pricing schemes linked to tariff evasion and illicit financial activity.
The legislation has drawn support from the American Compass, the Coalition for a Prosperous America and the Southern Shrimp Alliance.
“Cassidy’s ‘Last Sale Valuation Act’ strengthens customs valuation by assessing duties on the final transaction value of goods entering the US,” said Mark A DiPlacido, senior political economist at the American Compass, adding that closing the judicially created ‘first sale’ loophole would reduce duty evasion, simplify enforcement and increase customs revenue.
Jon Toomey, president of the Coalition for a Prosperous America, said the bill is “an important first step in restoring customs integrity,” ensuring duties are paid on the true commercial value of imported goods and helping level the playing field for American manufacturers and workers.
Fibre2Fashion News Desk (CG)
Fashion
Rieter responds to higher raw material prices
Rising global political and economic tensions have driven sustained increases in raw material and energy costs, impacting the textile machinery sector.
Rieter has faced mounting input expenses amid strong demand and price hikes for various materials.
The company has so far absorbed the additional costs but will implement price adjustments from March 2026 as pressures persist.
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Fashion
US company Brooks Running’s revenue up 16% in 2025
“Running continues to gain extraordinary momentum around the world as more people choose movement as part of their approach to health and wellness,” said Dan Sheridan, Brooks CEO. “Our opportunity ahead is incredibly exciting and I have great confidence in the entire Brooks global team. Following a record 2025, we enter 2026 energised by the innovations and programmes we’ll deliver to runners and retailers worldwide.”
Brooks Running closed 2025 with record global revenue, up 16 per cent year-over-year, marking its ninth straight year of growth.
Strong gains came from North America, EMEA, and Asia Pacific–Latin America, led by a surge in China.
Growth was driven by performance innovation, strong footwear sales, and new lifestyle collections and collaborations.
In EMEA in 2025, the performance running footwear market grew 14 per cent in France and 21 per cent in Germany with Brooks outpacing both 22 per cent and 28 per cent, respectively, the company said in a press release.
In 2025, ten Brooks footwear styles posted year-over-year revenue growth of 20 per cent or more. The Glycerin series, featuring Brooks’ new DNA Tuned midsole foam, delivered 33 per cent revenue growth and a 27 per cent increase in unit sales year over year, accelerated by a 46 per cent year-over-year revenue surge in Q4.
At Paris Fashion Week in January 2025, Brooks unveiled its new lifestyle footwear collection, which celebrates the brand’s 112-year heritage as a leader in sport and answers customer desire for performance-inspired silhouettes to wear on and off the run. Brooks partnered with streetwear pioneers and visionaries to launch multiple sought-after collaborations including the Brooks x STAPLE Adrenaline GTS 4 with New York-based Jeff Staple and the Brooks x RSVP Gallery Caldera 8 with the renowned Don C.
Fibre2Fashion News Desk (RR)
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