Nike execs head to rival brands, RedNote’s World Cup rights bet pays off with male viewers, and Under Armour’s flag football campaign draws mockery for untranslated jargon.

For brands, the competition reinforced a lesson that soccer is a community-led ecosystem of fandom, fashion, sport, and internet visibility.

LVMH-owned maison’s trademark fight with sanitary pad brand Alffany revives debate over how far luxury names can claim protection beyond their core categories.

Millions of fans are streaming the tournament through Tencent, and Chinese social media is logging hundreds of millions of impressions as ‘tenniscore’ takes hold.

Under Pierpaolo Piccioli’s direction, Balenciaga’s 55th couture show paired exceptional couture craftsmanship with a rare sense of pleasure and lasting emotional resonance.

Knight statues, an equestrian fountain and a giant chessboard turn Shanghai’s Jing’an district into a stage for British maison’s countryside codes.

Chinese netizens spun a gaffe into a flurry of memes, and the German sportswear label’s China team leaned all the way in.

New creative directors, viral leather goods and Chinese Gen Z attention are turning Chanel and Gucci into luxury’s most successful renewal stories.

As the World Cup racks up hundreds of millions of Xiaohongshu impressions, Chinese fans appear just as focused on fashion moments as the sport.