When brands collaborate

The 2026 London Marathon saw new world record times set in both the men's and women's events. Eyes weren't just on the winning athletes but also on the Adidas trainers they were wearing. So what goes into designing and making a pair of trainers and why have some of them become so expensive to buy? Global sales for trainers are in the tens of billions of dollars with hundreds of new styles being produced every year. How does the industry keep up with demand and stay on trend? Giant companies like Nike and Adidas, who dominated the industry for decades, can no longer take anything for granted. Newer brands like On and Hoka have managed to break through and are shaking things up. How have they managed to do it? Evan Davis gets some insights and answers from people who work in the industry.Guests: Tony Evans: Managing Director of Jacobson Group Tom Astrella: Co-founder The Footsoldiers Wayne Edy: Founder and CEO of Inov8Presenter: Evan Davis Producer: Sally Abrahams & Nick Holland Sounds: Dave O'Neill and Frank McWeeny Editor: Sam Bonham

From breakthrough products and inspiring leadership to marketing disasters and strategic own goals, a panel of business leaders choose the winners and losers from the last 12 months in business. Evan Davis hosts The Bottom Line's unofficial annual awards, where the only prizes are the praise or pillory of the judges.Guests: Nicola Hodson, Deputy President, techUK Peter Bazalgette, former Chair, ITV Edwina Dunn, Co-founder, dunnhumby Production team: Presenter: Evan Davis Producers: Sally Abrahams and Nick Holland Sound engineers: Dave O’Neill and Tim Heffer Production Co-ordinator: Katie Morrison

The Bottom Line has been on BBC Radio 4 for twenty years. The programme was first broadcast in 2006. Back then smartphones weren't on sale, Facebook had only just gone public and people still went to Blockbuster to rent videos and DVDs. Tony Blair was prime minister, a litre of fuel cost 90p and interest rates stood at 4.5 per cent. Since then there's been a financial crash, we've had energy price shocks, Brexit and a pandemic. Evan Davis is joined by a panel of guests, who first appeared in the early years of the show, to reflect on how the business landscape has changed over that period of time. Guests: Nicola Horlick: CEO of Money & Co Robin Wight: Advertising Guru Kim Winser: Luxury Brand Consultant Alex Cheatle: CEO and founder of Ten Lifestyle Group PlcPresenter: Evan Davis Producer: Sally Abrahams & Nick Holland Sound: Dave O'Neil Production Coordinator: Katie Morrison Editor Sam Bonham

Success doesn't always bring confidence. In fact, some of the most accomplished people privately worry they're not as capable as everyone believes. They live with a nagging fear that one day, they'll be exposed as a fraud. It’s often called imposter syndrome, and can affect anyone, at any stage of their career.Evan Davis and guests explore what imposter syndrome really is, why it happens and how it can hold people back. And they'll share practical tips and strategies for quietening that inner critic and building confidence. Guests: Andy Ransom, former CEO, Rentokil and now chair designate, Teenage Cancer Trust Katy Leeson, former MD, Social Chain and founder of Courageous Dr Valerie Young, co-founder, the Imposter Syndrome Institute Production team: Presenter: Evan Davis Producers: Sally Abrahams and Nick Holland Production co-ordinator: Liam Morrey Sound engineer: Dave O’Neill Editor: Justine Lang

Few disagree we need business regulations to protect the rights of workers and consumers, ensure markets operate fairly and set standards for a whole host of industries. However, one thing some business owners get frustrated about is the amount of regulation they have to comply with. It's not just that we over-regulate, they also complain that we're slow to regulate too, causing unnecessary and expensive delays. Evan Davis explores the nature of the regulatory landscape in the UK and assesses whether we fairly weigh up the costs and benefits. Presenter: Evan Davis Producer: Sally Abrahams & Nick Holland Sounds: Neil Churchill and Rod Farquhar Production Coordinator: Katie Morrison Editor: Sam BonhamGuests: John Fingleton: CEO of Fingleton Consultancy Polly Dhaliwal: COO of Enterprise Nation David Buttress: Co-Founder of Just Eat

A laptop, reliable wifi and a visa, the formula that has allowed millions to work from almost anywhere in the world. It’s a lifestyle that promises freedom and flexibility: one month in Lisbon, the next in Bali. But after years of countries competing to attract digital nomads, with special visas and tax breaks, some destinations are rethinking the welcome mat. As governments tighten requirements and scrutinise remote workers more closely, Evan Davis and guests examine the economics of life on the move and consider whether the lifestyle really delivers on its promise. Guests: Christa Romano, founder of Digital Nomad Life Academy; Diego Bejarano Gerke, CEO and founder of Wifi Tribe; Emily Bratt, journalist and brand communications consultant; and Dave Cook, anthropologist at University College London.Production team: Presenter: Evan Davis Producers: Nick Holland and Sally Abrahams Sound engineers: Dave O’Neill and James Beard Editor: Sam Bonham

Whether it’s McDonald’s and Cadbury or H&M and Karl Lagerfeld, brand collaborations are booming. From food to fashion, homeware to movies, why are partnerships having such a moment and what makes some 'collabs' succeed while others fail? Evan Davis and his guests explore the deals, the strategies and the creative thinking that turn collaborations into commercial successes. They also consider the consequences of what happens when things don't go to plan? Guests: Karen O’Rourke, Managing Director, H&M, UK and Ireland Gill Williams, head of partnerships, tpf Rita Clifton, branding expert, former London CEO, Interbrand Presenter: Evan Davis Producer: Nick Holland and Sally Abrahams Sound engineers: James Breard and Andy Garratt Production co-ordinator: Katie Morrison Editor: Sam Bonham

What does it take to drill oil out of the ground and then refine it into petrol, jet fuel or other petrochemical products? The world currently uses about a hundred million barrels of oil a day. However, the daily flow has been affected by the closure of the Strait of Hormuz. A fifth of the global supply normally passes through the waterway in tanker ships, but it's been blocked since the end of February 2026. How has the industry adapted?Guests: Nick Bone, Fuels Industry UK Luke Johnson, Director of OPC Edward Hayden-Briffet from Onyx CapitalPresenter: Evan Davis Producers: Sally Abrahams & Nick Holland Sound: Dave O'Neill & James Piper Production Coordinator: Katie Morrisson Editor: Sam Bonham

Evan is joined by a panel of top entrepreneurs to answer your listener questions. How do you make your business stand out in a crowded market? Where can you find the information you need to start your own business? Why don't we hear about the failures along the way to success? And how do you know which risks are worth taking? Evan and his guests answer listeners' questions and discuss the ins and outs of starting your own business, as well as the unique challenges of being an entrepreneur. Guests: Trinny Woodall, CEO and founder of Trinny London Sarah Willingham, CEO and founder of Nightcap Brent Hoberman, serial entrepreneur and investorProduction team: Presenter: Evan Davis Producer: Mhairi MacKenzie Production Co-ordinator: Katie Morrison Sound engineers: Jack Graysmark and Dave O'Neill Editor: Matt Willis The Bottom Line is produced in partnership with The Open University

From smartphones to trainers, confectionary and cleaning products, we live in a culture of constant updates. Companies reformulate, redesign and refresh their products in a continuous race to stay ahead. But how are those decisions made? What counts as meaningful improvement and how much is designed to make last year’s version feel old? Evan Davis and guests discuss how products evolve and why standing still is the fastest way to fall behind.Guests: Tom Moody, Senior Vice President and Managing Director, P&G (Proctor & Gamble) Northern Europe Dr Garry Moppett, Senior Director of Research & Development at Mars Dave Ward, UK and International Managing Director, Amazon Ring. Production team: Presenter: Evan Davis Producer: Sally Abrahams Sound engineers: Lee Wilson and Donald MacDonald Production co-ordinator: Katie Morrison Editor: Matt Willis The Bottom Line is produced in partnership with The Open University