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July 25, 2026
 

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ADIDAS

Fans gather to watch the FIFA World Cup 2026 match between France and Senegal during a watch party hosted by Adidas at Brooklyn Bridge Park in the Brooklyn borough of New York on June 16.
BUSINESS / Companies / FOCUS
Jun 29, 2026
World Cup pits Adidas and Nike in fight for soccer street cred
With the ambush marketing of reintroducing a vintage jersey in March, Adidas is playing up soccer¡¯s off-field appeal to score points in its perpetual battle with Nike.
A Puma SE store in Shanghai, China, on Tuesday
BUSINESS / Companies
Jan 29, 2026
Puma¡¯s long slide: the rise and fall of a German sports icon
Puma has struggled to win consumers to its sportswear and sneakers, widening a sales gap between it and brands like Adidas.
Samba sports shoes are displayed in an Adidas store in Berlin. Shares of Adidas are down by almost a third in the past year.
BUSINESS / Markets
Jan 12, 2026
The sneaker boom had a long run. Now some analysts say it¡¯s over.
In a 61-page analysis, Bank of America analysts concluded that the growth prospects for these sports brands are rapidly dimming.
The Puma logo at its flagship store in New York on July 16
BUSINESS / Companies
Aug 4, 2025
Puma¡¯s new boss takes helm trailing Adidas and a recovering Nike
For more than two years, Puma¡¯s top brass spoke of ¡°elevating¡± the German brand and making its sneakers and apparel more aspirational. Since arriving last month, Chief Executive Officer Arthur Hoeld has delivered a fairly blunt verdict: Puma, if anything, is now perceived as cheap.
U.S tariffs on Vietnam would force Nike, one of several sportswear brands heavily reliant on the Southeast Asian nation as a production site, to absorb higher costs or hike its prices at a time when it is already discounting some items to clear inventory.
BUSINESS / Markets
Apr 2, 2025
U.S. tariffs on Vietnam would be a blow to Nike and other sportswear brands
Vietnam is a hub for high-tech running shoes, sportswear and outdoor apparel, with brands seeking to reduce exposure to China.
Adidas CEO Bjorn Gulden at Adi-Dassler-Sportplatz in Herzogenaurach, Germany, on June 10.
BUSINESS / Companies
Jun 25, 2024
Adidas CEO rides Samba craze to revive brand after Ye debacle
Adidas¡¯ stocks have more than doubled from when Bjorn Gulden was announced as the new boss 18 months ago.
Puma launches a new brand campaign with Olympic athletes in Paris on Wednesday.
OLYMPICS
Apr 10, 2024
Puma hones focus on speed in Olympic battle with Adidas and Nike
As Puma tries to win over more everyday and serious runners, its sponsorship of Jamaica¡¯s Olympic team helps to associate the brand with speed.
Lionel Messi jerseys, in Inter Miami¡¯s distinctive pink color, for sale at the Adidas store in Manhattan in September. In the span of three months, the soccer superstar has made Inter Miami¡¯s eye-catching pink jersey the hottest piece of sports merchandise on the planet.
BUSINESS / Companies
Nov 2, 2023
Adidas and Puma eye ¡®sports culture¡¯ market as soccer courts fashion
The Women¡¯s World Cup showed huge unmet demand for soccer-related merchandise for women, with the trend extending to fashion-conscious fans of both sexes.
England goalkeeper Mary Earp has criticized team outfitter Nike over failing to produce replicas of her uniform for sale.
SOCCER / Women's World cup
Aug 15, 2023
Adidas and Nike navigate bumps in retail demand as WWC breaks records
As the market for women¡¯s soccer grows, marketers have to juggle the fan base¡¯s ever-changing demands.
Japan Times
BUSINESS / Companies
Nov 8, 2022
Adidas and Nike must pick up the pieces after antisemitism ruins?deals
The road back to normalcy will be much rockier for Adidas than for its longtime rival.
SPORTS
Dec 25, 2020
Under cover: In search of the best athletic face mask
The Japan Times tested some of the more prominent consumer face coverings that sports equipment manufacturers have released this year.
Japan Times
BUSINESS
Jan 29, 2020
Adidas to launch new fabrics from recycled ocean plastic and polyester
Adidas will launch new fabrics made from recycled polyester and marine plastic waste and expand the product lines that use them after the success of shoes made with the Parley for the Oceans initiative, the sportswear firm said Tuesday.
BUSINESS / Companies
May 7, 2019
Naomi Osaka¡¯s Mastercard deal underscores Japanese star¡¯s magnetic brand appeal
Naomi Osaka has added Mastercard Inc. to her endorsement contracts, as the No. 1 ranked tennis player continues to attract sponsors following her wins at the U.S. Open and Australian Open.
BUSINESS
Apr 5, 2019
Japan¡¯s Naomi Osaka, tennis world No. 1, drops Adidas and signs with Nike
World No. 1 Naomi Osaka has agreed a deal with Nike, the sports apparel giant has announced.
Japan Times
BUSINESS
Jan 29, 2019
Naomi Osaka¡¯s victory proves to be a boon for her sponsors
Naomi Osaka¡¯s Australian Open victory on Saturday has already been a boon to some of her sponsors as they capitalize on the newly crowned world No. 1¡¯s rising fame.
Japan Times
BUSINESS
Nov 12, 2018
Analysis of 100 major firms shows most are failing to pass U.N. human rights test
Most big companies operating in sectors at high risk of labor abuses are failing to meet human rights standards set by the United Nations, according to an analysis of 100 major companies published Monday.
Japan Times
TENNIS
Sep 25, 2018
Uniqlo could make play for Naomi Osaka
Reports that U.S. Open champion Naomi Osaka has agreed to or signed a new endorsement deal with Adidas worth $8.5 million a year are untrue, The Japan Times has learned.
Japan Times
LIFE / Style & Design
Sep 23, 2018
The steady pace of mainstream fashion
The cliche, albeit an increasingly true one, that style trends are here today and gone tomorrow continues to define the extremes of the Tokyo fashion scene.
CULTURE / TV & Streaming / CHANNEL SURF
Feb 5, 2016
A Japanese gardener in Cuba; Tetsuko Kuroyanagi¡¯s 40th anniversary; CM of the week: Adidas
In 2015, the United States finally normalized relations with post-revolution Cuba. Japan, however, has never severed ties with the Caribbean country, and has always enjoyed a warm friendship with it. Part of the reason for this friendship is Kenji Takeuchi.
Japan Times
LIFE / Style & Design / ON: FASHION
Jul 11, 2015
From women¡¯s underwear to men¡¯s street wear, Japan knows its market
Cinderellas deserve Gomi Hayakawa¡¯s Feast
Japan weighs regulating Pokemon cards amid trading mania
A Pokemon event is held in Jakarta on July 11
Head of Swiss euthanasia firm dies after collapsing while ascending Mount Fuji
Around 200,000 people typically scale the 3,776 meter Mount Fuji each year.
Indian brothers make manga debut in Japan
Two Indian brothers made their manga debut in Japan with "Kung Fu Kung Fool" ¡ª an action-comedy series that follows the adventures of a notorious thief and a young boy.
Japan scientists identify clusters of protein believed to trigger Alzheimer¡¯s disease
A team of researchers said they found a ¡°seed¡± that accelerates the amyloid beta accumulation process in the brain, naming it ¡°Peak 1 amyloid beta,¡± as seen in a mouse's brain.
A perfect storm: Kaze Fujii fans flock to Fuji Rock
Okayama-born singer-songwriter Kaze Fujii has carved out a distinctive place in Japanese pop since his major-label debut in 2019.
The sci-fi sensibilities of electronic trio Black Boboi
Black Boboi was formed in 2018 when solo artists Julia Shortreed, Utena Kobayashi and Ermhoi came together under Kobayashi¡¯s newly founded label, Bindividual.
A perfect storm: Kaze Fujii fans flock to Fuji Rock
Okayama-born singer-songwriter Kaze Fujii has carved out a distinctive place in Japanese pop since his major-label debut in 2019.
Can Japanese comedy get laughs in English? Yoshimoto Kogyo lets the jokes rip
Wes-P has millions of followers and his viral clips made him recognizable out of Japan.
The 180-day locals: Life on Japan¡¯s digital nomad visa
Christopher Flinn works remotely from Tokyo earlier this month. Japan issued 646 digital nomad visas in 2025, but tourism officials are hoping to increase that figure in the coming years, with Japan's relatively cheap cost of living and the weak yen seen as potential draws for young professionals.
Japan reveals hint of new defense spending target in fiscal blueprint
The Self-Defense Forces' Type 16 mobile combat vehicle fires during a joint live-fire drill with U.S. Marines as part of the annual Resolute Dragon exercises in Yufu, Oita Prefecture, on June 28.

Podcast

One of the many entrances to the Kabukicho neighborhood in Tokyo¡¯s Shinjuku Ward.
Kabukicho: Tokyo¡¯s ¡®stadium of desire¡¯

Longform

For many people, utility poles and power lines have become such a familiar part of Japan¡¯s landscape that they often go unnoticed.
Why Japan¡¯s utility poles won¡¯t be disappearing anytime soon
By Alex K.T. Martin

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