Teenagers are unlooping the zipper pulls on peers’ Nike Elite backpacks, which retail for $87, stealing them for their own collections or reselling them back to theft victims at lofty prices.

A pair of former Nike execs are launching a Kickstarter to help fund their new, modular backpack company. Nike alums reinvest skills and capital into Portland's startup scene Volleyball startup ...

Winning over the generation could be key to brands like the troubled Nike; Gen Alpha is expected to have a $5.46 trillion economic footprint by 2029, surpassing that of Gen Z and millennials combined.