Adidas

‘A brand in and of himself’: Behind the strategy that built Patrick Mahomes into the NFL’s most marketable star

With 15 endorsements and 575 national TV ads this season, the star Chiefs QB’s branding journey is next to none in football

The Year 2023 in sneakers: The trends and stories that captured our attention

The stories of all the highs and lows in footwear

Kansas basketball gets out of jail free, but falsehoods are there for all to see

NCAA self-dealing and corruption remains undefeated

Adidas to release second batch of Yeezy sneakers after breakup with Ye

WNBA rookie All-Star Aliyah Boston: ‘I absolutely want my own shoe one day’

The No. 1 2023 pick started her pro career with Adidas despite having an name, likeness and image deal with Under Armour in college

A king’s ransom — the untold tales of the 2003 sneaker courtship of LeBron James

Twenty years later, the story behind one of the craziest chases in footwear history between Nike, Adidas and Reebok

Top WNBA pick Aliyah Boston signs with Adidas

Former South Carolina star follows in the footsteps of her basketball idol Candace Parker

Beyoncé is a fashion icon. So why can’t she sell leggings?

The star has struggled to make it in the rag trade

The year in sneakers: The trends and stories that filled our timelines

From a new deal for Kobes to the end of the line for Ye, it was a crazy year for footwear