District data shows consumer spending near the vessel up 61% and tax refunds claimed by shoppers from 106 countries, vindicating the maison’s contrarian investment.

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.

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.