Market Pulse | Marcel Melzig | Substack

When Luxury buys the entire Venue

LVMH's $1B Formula 1 deal, Prada recruiting athletes, Zegna investing in trail running. The luxury-sport convergence is infrastructure, not marketing.

Apr 12 • Marcel Melzig

ANTA: The LVMH of Sportswear

EUR 1.5B for Puma. Arc'teryx. Salomon. Wilson. The portfolio strategy reshaping global sportswear.

Mar 19 • Marcel Melzig

Birkenstock: The 250-Year Overnight Success

From comfort-first to fashion staple — how Birkenstock scaled to €1.8B while staying true to its roots.

Apr 10, 2025 • Marcel Melzig

The Power of belonging: why Community > Audience in 2025

Trust isn’t built through ads. It’s built through shared meaning, rituals, and emotional gravity. Here’s how the best brands create true connection …

Jun 13, 2025 • Marcel Melzig

ASICS: How a 1949 Basketball Shoe Company turned Running into the New Streetwear

From post-war Kobe to ¥678.5 billion ($4.65B) in annual sales, ASICS is proving that you don’t need noise to build momentum — just a sound mind in a…

May 23, 2025 • Marcel Melzig

Most Popular

Birkenstock: The 250-Year Overnight Success

Apr 10, 2025 • Marcel Melzig

Small is the new Scalable: Why Micro-Brands are Winning 2025

Apr 3, 2025 • Marcel Melzig

The Global Luxury Resale Revolution

Mar 2, 2025 • Marcel Melzig

Meet the Sneakerina

Apr 24, 2025 • Marcel Melzig

Market Pulse

A newsletter analyzing market shifts in fashion, luxury and sportswear—turning trends into business strategy.

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