By  on December 27, 2019

Sure, the latest drop from Air Jordan or Adidas’ Yezzy still creates a frenzy among sneakerheads. And no one appears to be on the horizon to challenge the $40 billion behemoth that is Nike.

But just as consumers — specifically fickle Gen Zers  — are eagerly on the hunt for smaller, niche fashion labels to complement the multibillion-dollar fashion brands they may buy, so too are they swapping out some of the major labels in activewear for smaller, emerging names — all in the name of standing out from the crowd.

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