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    Single-family rent growth is starting to show new weakness

    Single-family rent prices in July increased 2.3% from the same month last year, which is slower than the 3.1% average increase a year ago, according to the latest data from Cotality.
    Rent growth has now fallen below the lower end of the 10-year average range of pre-pandemic growth. 
    “Even markets like Los Angeles, which had been buoyed by post-wildfire demand, are now cooling off,” said Molly Boesel, senior principal economist at Cotality. 

    A “For Rent” sign in front of a building in the Capitol Hill neighborhood of Washington, DC, US, on Tuesday, Aug. 12, 2025.
    Al Drago | Bloomberg | Getty Images

    A version of this article first appeared in the CNBC Property Play newsletter with Diana Olick. Property Play covers new and evolving opportunities for the real estate investor, from individuals to venture capitalists, private equity funds, family offices, institutional investors and large public companies. Sign up to receive future editions, straight to your inbox.
    After strengthening in the first half of this year, single-family home rents began to slow in July. This could be a sign that as the consumer struggles, landlords are going to have to move to meet them. 

    Single-family rent prices in July increased 2.3% from the same month last year, which is slower than the 3.1% average rise a year ago, according to the latest data from Cotality. Rent growth has now fallen below the lower end of the 10-year average range of pre-pandemic growth. 
    “After a strong start to the year, single-family rent growth is clearly losing steam,” said Molly Boesel, senior principal economist at Cotality. “In July, we broadly saw weakening in annual single-family rent growth across metro areas and price tiers.”
    Rent growth was just 0.2% higher in July compared with June, which is far below the historical July average monthly growth of 0.7%. That is a notable shift from monthly gains that had been stronger than usual earlier this year. 

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    “Even markets like Los Angeles, which had been buoyed by post-wildfire demand, are now cooling off. Chicago stands out as the exception, leading the nation in rent growth amid tight inventory and resilient demand,” said Boesel. 
    Looking just at the 10 largest metropolitan markets, Chicago was in the lead at 5.1% rent growth, and the New York City metropolitan area came in second at 3.7%. Philadelphia and Washington, D.C., followed, and while Los Angeles is slowing, it still rounds out the top five for rent growth. 

    Dallas and Miami were the lowest of the 10, with Miami seeing no rent growth at all. Compare that with 2022, when pandemic-driven migration to the South caused Miami’s annual rent growth to soar 40%.
    Rent growth also weakened at all price points. For high-end properties, national average rents increased 2.9% from a year ago, down from the 3.2% annual gain seen last July. The same trend was seen in low-end rents, which rose 1.6% annually in July, down from the 2.8% gain in July 2024.
    Single-family rents had been doing much better than apartment rents over the last few years, as an enormous amount of supply came on the multifamily market. Single-family rentals were also in high demand due to the skyrocketing prices in the for-sale market. Families, which tend to be buyers, were opting for rental homes in good school districts instead. 
    Single-family rental REITs, like Invitation Homes and American Homes 4 Rent, have actually been building more rental communities just to keep up with that demand, so it will be interesting to see if this latest weakening causes them to pull back. 
    As Property Play noted in July, the largest single-family rental REITs were selling more homes than they were buying, according to a count by Parcl Labs. That, however, was because they were trying to consolidate away from stand-alone properties and more into full rental communities, some of which they were building.  More

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    Chicago Fed President Goolsbee says officials have to be careful not to get too aggressive with rate cuts

    Chicago Fed President Austan Goolsbee expressed caution about lowering interest rates as the U.S. economy grapples with the forces of slower growth and a weaker labor market.
    “With inflation having been over the target for 4½ years in a row and rising, I think we need to be a little careful with getting all really up-front aggressive,” he told CNBC.

    Chicago Federal Reserve President Austan Goolsbee expressed caution Tuesday about lowering interest rates as the U.S. economy grapples with the forces of slower growth and a weaker labor market.
    While he joined the rest of the Federal Open Market Committee last week in voting to cut the central bank’s key borrowing rate, he told CNBC that further moves would depend on economic progress.

    “I’m OK with moving to be in a better spot, and I think eventually, at a gradual pace, rates can come down a fair amount if we can get this stagflationary dust out of the air,” he said during a “Squawk Box” interview. “But with inflation having been over the target for 4½ years in a row and rising, I think we need to be a little careful with getting all really up-front aggressive.”
    The FOMC voted 11-1 to lower the federal funds rate to a range of 4%-4.25%, the first easing this year. Committee members have worried about the impact that tariffs will have on prices. While inflation has stayed above the Fed’s 2% target, the pace of price increases has accelerated only modestly since the tariffs came on line in April.
    Much of the Fed’s calculus comes down to finding the “neutral” rate that neither boosts nor restricts growth. Projections released following the meeting show the committee thinks that the neutral level would be consistent with a funds rate around 3.1%, an area where Goolsbee said he feels “comfortable.”
    That in turn would imply bringing down the benchmark rate another percentage point, which the FOMC “dot plot” indicated would come with two more cuts this year followed by one each in the subsequent two years.
    “I think the neutral rate of interest is somewhere below where we are right now,” he said. “If we’re on a path to get inflation back down to where it’s supposed to be, and where we promise we’re going to bring it, I think rates can come down some.”

    While inflation numbers will be watched closely, so will the labor market. Recent trends have indicated a substantial softening in hiring, though the unemployment rate of 4.3% is low in historical terms.
    The Chicago Fed on Tuesday introduced its own labor market monitor, including a forecast for the unemployment rate as well as other real-time labor statistics. The district’s data indicates the unemployment rate for September will be unchanged.
    Goolsbee said the reports will come from 11 different data sets that will compute a jobless rate projection as well as estimates for layoffs and other separations and a rate of hiring unemployed workers. So far, the data is showing “a lot of stability” in the labor market, he said.

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    Tom Brady joins wellness company Aescape, bringing his longevity protocols to massage robots

    Aescape will commercialize the recovery protocols developed by Tom Brady.
    Aescape has over 100 locations and has provided more than 25,000 massages using automated robots.
    Brady has been given the title of Aescape’s chief innovation officer and will help support product development.

    Tom Brady.
    Mike Ehrmann | Getty Images Sport | Getty Images

    Tom Brady struck a partnership with robotic massage device maker Aescape to provide the company with exclusive rights to his recovery and longevity protocols, Aescape announced on Tuesday.
    As part of the deal Brady has been given the title of chief innovation officer for the company. Terms of the agreement were not disclosed.

    Brady’s business partner Alex Spiro will also join Aescape, as a strategic advisor. They will support both product development and Aescape’s growth into capital markets, the company said.
    Brady, a 7-time Super Bowl champion, played in the NFL until age 45 and is arguably one of the best quarterbacks to ever play in the league. He attributes much of his success and longevity to his training and recovery efforts. Aescape will work with the MVP to integrate his daily routines into its personalized robotics platform.
    “After 23 years playing professionally, there’s no way I could have accomplished what I did professionally without all the massage work and recovery protocols,” Brady told CNBC. “The reason why I’m still able to do what I love to do is because of the bodywork, the care that I received on a daily and weekly basis, and I want to try to make that available for everybody.”

    Aescape is a New York-based robotics company with over 100 locations in North America.

    Aescape was founded in 2017 by entrepreneur Eric Litman. The New York-based company uses AI technology to provide a fully automated and customizable massage. It has more than 100 locations and has delivered more than 25,000 massages using its automated robots.
    Aescape’s partners include high-end fitness company Equinox and select Four Seasons, Marriott, and Ritz-Carlton hotel properties across North America. The company is backed by $130 million in funding from investors that include Valor Siren Ventures, Valor Equity Partners, BroadLight Capital, Crosslink Capital and AlleyCorp.

    “Our bodies are these machines that need significant ongoing maintenance, and with better maintenance and better care, they can last substantially longer,” said Litman, Aescape’s CEO.
    Litman said he has seen firsthand the growth of massages in consumers’ habits. He said Aescape is an attractive option for many customers because it’s lower in cost (starting around $30 per service), you don’t have to shower before or after a session, and treatments can be shorter than a traditional massage.
    For Spiro, an investor and attorney, the focus is on Aescape’s scale and growth plan — whether it’s in the football training room, internationally or one day getting massage robots into people’s homes.
    “As the machine’s price comes down and this company becomes better known, it will democratize access so that everyday people can use it, get their backs better, return to work, and allow us to do something really good for society,” he said.

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    Crypto startup Zerohash raises $104 million from Morgan Stanley, SoFi, Apollo and others

    Crypto infrastructure startup Zerohash has raised $104 million in funding with backing from financial firms including Morgan Stanley and SoFi, CNBC has learned.
    The round was led by Interactive Brokers, the global automated trading firm, and includes strategic investors who are also clients of Zerohash, founder and CEO Edward Woodford told CNBC.
    Zerohash provides banks and fintech firms with the ability to offer blockchain-based products in three major areas: crypto trading, stablecoins and tokenization.

    Edward Woodford, founder and CEO of crypto infrastructure firm zerohash.
    Courtesy: zerohash

    Crypto infrastructure startup Zerohash has raised $104 million in funding with backing from financial firms including Morgan Stanley and SoFi, CNBC has learned.
    The Series D round was led by Interactive Brokers, the global automated trading firm, and includes strategic investors who are also clients of Zerohash, founder and CEO Edward Woodford told CNBC in an interview. The company is valued at $1 billion, he said.

    “We wanted to raise from the largest, most trusted brands in the world and have that be the bridge into this new technology,” he said.
    Funds managed by Apollo also participated in the round, according to Zerohash.
    The startup is among a wave of firms, both publicly traded and privately held, taking advantage of the more favorable regulatory environment for cryptocurrencies under President Donald Trump.
    After Trump took office this year, the government flipped from being highly skeptical of crypto under former Securities and Exchange Commission Chairman Gary Gensler to embracing it as a nascent technology.
    Suddenly, the CEOs of financial firms including Morgan Stanley and Bank of America were expressing confidence that they would get involved. SoFi CEO Anthony Noto told CNBC in April that he was ready to bring crypto trading back after the regulatory shift.

    Founded in 2017, Zerohash provides banks and fintech firms with the ability to offer blockchain-based products in three major areas: crypto trading, stablecoins and tokenization, according to Woodford.
    “Part of this raise is obviously accelerating [adoption] across all three of those verticals with a range of customers who are also investors,” he said.
    Interactive Brokers already uses Zerohash for crypto trading and custody and will launch a stablecoin product with the firm, Woodford said.
    While Woodford said he couldn’t comment on whether Morgan Stanley and SoFi were also clients, he suggested announcements will be coming. Spokespeople for Morgan Stanley and SoFi declined to comment.
    “These groups aren’t VCs,” Woodford said. “You can assume that there’s obviously a couple of announcements coming down the road with these other investors.” More

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    Disney says ‘Jimmy Kimmel Live’ will return to ABC on Tuesday

    Disney plans to bring “Jimmy Kimmel Live!” back to air on ABC’s broadcast network beginning on Tuesday, the company said in a statement.
    The network had pulled the show days after the host made comments linking the alleged killer of conservative activist Charlie Kirk to President Donald Trump’s MAGA movement.
    The late night host will address the matter during his show set to be taped on Tuesday, according to a person familiar with the matter, who spoke on the condition of anonymity to discuss internal matters.

    Disney plans to bring “Jimmy Kimmel Live!” back to air on ABC’s broadcast network beginning on Tuesday, the company said in a statement.
    The decision was announced nearly a week after ABC said it was suspending the late night show indefinitely. The network had pulled the show days after the host made comments linking the alleged killer of conservative activist Charlie Kirk to President Donald Trump’s MAGA movement.

    “Last Wednesday, we made the decision to suspend production on the show to avoid further inflaming a tense situation at an emotional moment for our country. It is a decision we made because we felt some of the comments were ill-timed and thus insensitive,” Disney said in a statement Monday. “We have spent the last days having thoughtful conversations with Jimmy, and after those conversations, we reached the decision to return the show on Tuesday.”
    The late night host will address the matter during his show set to be taped on Tuesday, according to a person familiar with the matter, who spoke on the condition of anonymity to discuss internal matters.
    Following days of discussions, Disney CEO Bob Iger and Dana Walden, co-chair of Disney Entertainment, made the decision to return the show to air, the person said. The two executives informed Kimmel on Monday, the person added.
    Local station owners learned of the show’s return on Monday when Disney made the public announcement, according to two people familiar with the matter.

    Jimmy Kimmel at the Disney Advertising Upfront on Tuesday, May 13, 2025.
    Michael Le Brecht | Disney General Entertainment Content | Getty Images

    Broadcast pushback

    “Jimmy Kimmel Live!” was suspended after Nexstar Media Group, which owns more than 200 broadcast TV stations across the U.S., announced its stations affiliated with ABC would preempt Kimmel’s show. Sinclair, another large broadcast TV station owner, similarly threatened to preempt the program.

    Sinclair said in a release last week that it would not lift the suspension on “Jimmy Kimmel Live!” until it had formal discussions with ABC “regarding the network’s commitment to professionalism and accountability.”
    As of Monday evening, a Sinclair representative said the company still planned to preempt the broadcast.
    “Beginning Tuesday night, Sinclair will be preempting Jimmy Kimmel Live! across our ABC affiliate stations and replacing it with news programming,” according to a statement from Sinclair. “Discussions with ABC are ongoing as we evaluate the show’s potential return.”
    Sinclair owns and operates nearly 40 ABC-affiliate stations across the U.S.,  including one in Washington, D.C., according to its website.
    A Nexstar representative didn’t comment on the matter.
    Kimmel said during his monologue last Monday that the “MAGA gang” was “desperately trying to characterize this kid who murdered Charlie Kirk as anything other than one of them and doing everything they can to score political points from it.”
    “In between the finger-pointing there was grieving. On Friday the White House flew the flags at half-staff, which got some criticism, but on a human level you can see how hard the president is taking this,” he continued, teeing up a clip of Trump on the White House lawn in which the president fields a question on Kirk but swiftly pivots to talking about construction.
    Immediately following ABC’s suspension of the show, everyone from entertainers to politicians weighed in on whether Kimmel should return to air, and whether the incident should affect station owners’ broadcast licenses.
    Federal Communications Commission Chair Brendan Carr had suggested ABC’s broadcast license was at risk in light of Kimmel’s comments, telling CNBC last week, “we’re not done yet” with changes to the media landscape.
    Trump suggested the federal government might revoke broadcast station licenses for the networks that are “against” him.
    The FCC didn’t immediately respond to a request for comment Monday.
    Networks like ABC are part of a system that requires them to obtain over-the-air spectrum licenses from the federal government in order to broadcast across local stations. Since the networks are free to air over public spectrum — meaning anyone with an antenna can watch them — they must by law operate in “the public interest.”
    Both Nexstar and Sinclair are currently looking to do deals that would require regulatory approval.
    Nexstar recently announced a proposed $6.2 billion deal to merge with fellow broadcast station owner Tegna, a deal that would upend longstanding regulations for the industry on how many stations a parent company can own.
    And Sinclair said in August it’s exploring merger options for its broadcast business, though it has yet to reach an agreement.

    Political pressure

    Kimmel’s suspension drew comparisons to CBS’s cancellation of “The Late Show With Stephen Colbert” in July and raised questions about the protection of free speech in a Trump-era broadcast environment.
    Trump’s scrutiny of media companies has intensified during his second term marked by high-profile defamation lawsuits, the defunding of public broadcasters and regulatory interference from the FCC. He’s particularly singled out ABC and NBC for what he called “unfair coverage of Republicans and/or Conservatives.”
    Current and former late show hosts rallied behind Kimmel after his suspension and said the president’s influence amounted to censorship. Former Disney CEO Michael Eisner blasted the FCC’s “intimidation” of ABC.
    A letter organized by the American Civil Liberties Union, signed by more than 400 people including Hollywood stars and artists, backed Kimmel, saying his suspension marked a “dark moment for freedom of speech in our nation.”
    Meanwhile, Republican Sen. Ted Cruz of Texas criticized the FCC’s Carr for his comments related to the suspension of Kimmel.
    And on Monday, New York City mayoral candidate Zohran Mamdani withdrew from an upcoming town hall on an ABC affiliate in protest of the network’s suspension of Kimmel.
    Disclosure: Comcast is the parent company of NBCUniversal, which owns CNBC. Versant would become the new parent company of CNBC upon Comcast’s planned spinoff of Versant. More

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    Trump admin draws unproven link between autism and Tylenol ingredient use during pregnancy

    The Trump administration drew an unproven link between autism and pregnant women’s use of acetaminophen, the active ingredient in one of the world’s most common over-the-counter pain relievers, Kenvue’s Tylenol.
    Officials warned pregnant women against using acetaminophen early on unless they have a fever, and touted a lesser-known drug, leucovorin, as a potential treatment for symptoms of autism.
    The bulk of scientific literature suggests no causal link between autism and exposure to acetaminophen in the womb, and Tylenol is widely considered the safest treatment for pain and fever during pregnancy.

    In this photo illustration, Tylenol caplets are displayed on Sept. 22, 2025 in San Anselmo, California.
    Justin Sullivan | Getty Images

    The Trump administration on Monday drew an unproven link between autism and pregnant women’s use of acetaminophen, the active ingredient in one of the world’s most common over-the-counter pain relievers, Kenvue’s Tylenol.
    President Donald Trump said the Food and Drug Administration will issue a physician’s notice about the risk of patients using acetaminophen during pregnancy unless they have a fever. The agency will also start the process of changing the safety label for acetaminophen on Tylenol and similar products.

    The moves clash with a bulk of scientific literature suggesting no causal link between autism and exposure to acetaminophen in the womb. 
    Many over-the-counter drugs contain acetaminophen, but Tylenol is widely considered the safest treatment to take during pregnancy to relieve pain and fever, as long as patients use the recommended dose. 
    “Taking Tylenol is not good,” Trump said during a press conference on Monday. “They are strongly recommending that women limit Tylenol use during pregnancy unless medically necessary. That’s for instance, in cases of extremely high fever, that you feel you can’t tough it out, you can’t do it.”
    The Health and Human Services Department will encourage clinicians to “exercise their best judgment” around the use of acetaminophen during pregnancy by “prescribing the lowest effective dose with the shortest necessary duration and only when treatment is required,” the department’s Secretary Robert F. Kennedy Jr. said during the press briefing.
    HHS will launch a nationwide campaign to inform patients about the alleged risk, Kennedy said.

    In a statement Monday, Kenvue said it believes in “independent, sound science” that shows taking acetaminophen does not cause autism, and “we strongly disagree with any suggestion otherwise and are deeply concerned with the health risk this poses for expecting mothers.” Without the drug as an option, women may have to experience conditions like fever that are potentially harmful to both them and their babies, or use riskier alternatives, Kenvue said.
    Untreated fever and pain during pregnancy can carry risks for both mother and infant, such as miscarriage, birth defects and high blood pressure, according to the Society for Maternal-Fetal Medicine.

    FDA Commissioner Marty Makary suggested that treating a fever “can prolong the duration of illness in a young kid,” citing a study from Johns Hopkins, without further details.
    “Maybe that’s because a fever is a body’s natural way of ridding an infection,” Makary said.
    Trump, several times during the briefing, said “there’s no downside” to not taking Tylenol during pregnancy or in a baby’s early life.

    FDA clears lesser-known drug

    Also on Monday, the FDA approved a lesser-known drug, leucovorin, as a treatment for autism, Centers for Medicare & Medicaid Services Administrator Dr. Mehmet Oz said during the briefing.
    The agency is specifically updating leucovorin’s label for cerebral folate deficiency, which HHS said has been associated with autism. The change will allow children with autism to be treated with the drug, with continued use if kids show language, social or adaptive gains, according to an HHS release.
    But HHS said leucovorin is not a cure for autism and may only lead to improvements in speech-related deficits for a subset of children with the disorder. State Medicaid programs will be able to cover the drug for autism after the label update. The NIH will also start trials to confirm the effects of leucovorin on the disorder, including studies into the medicine’s safety.
    While promising, it is important to note that leucovorin is not a cure for ASD and may only lead to improvements in speech-related deficits for a subset of children with ASD. Furthermore, this treatment must be administered under close medical supervision and in conjunction with other non-pharmacological approaches for children with ASD (e.g., behavioral therapy). 
    Leucovorin is a form of folate, a B vitamin, that is typically prescribed to counteract some medications’ side effects, including chemotherapy, and to treat vitamin B9 deficiency. Some early placebo-controlled clinical trials have shown that oral leucovorin, also known as folinic acid, has the potential to improve symptoms in children with autism spectrum disorder.
    The Food and Drug Administration early Monday published a notice saying it is approving a version of leucovorin that was previously made by GSK, the Wall Street Journal reported. But as of Monday afternoon, the Federal Register’s website said it has received an “agency letter” asking to withdraw the notice.
    In a statement, a GSK spokesperson said it does not intend to market leucovorin. The company marketed the drug from 1983 to 1999 under the name Wellcovorin, but the product was withdrawn from the market and has since been available as a generic drug. The spokesperson said label changes made to Wellcovorin will help allow generics already on the market to add this new approval for autism to their labeling.
    Acetaminophen is the latest widely used and accepted treatment that Robert F. Kennedy Jr. has undermined at the helm of the Health and Human Services department, which oversees federal health agencies that regulate drugs and other therapies. Kennedy has also taken steps to change vaccine policy in the U.S., and has amplified false claims about safe and effective shots that use mRNA technology.
    Kennedy has made autism a key focus of HHS, pledging in April that the agency will “know what has caused the autism epidemic” by September and eliminate exposures. He also said that month that the agency has launched a “massive testing and research effort” involving hundreds of scientists worldwide that will determine the cause.
    Much of the scientific community agrees that autism results from a complex mix of genetic and environmental factors, making it unlikely that rising rates of the disorder are due to a single cause.
    Kennedy said HHS expects several announcements over the coming years that inform parents about the underlying cause of autism and “potential paths for prevention and reversal.” He acknowledged that autism is a complex disorder caused by a combination of factors and said HHS is continuing to investigate other factors, such as vaccines.
    “One area that we are closely examining … some 40% to 70% of mothers with autism believes that her child was injured by a vaccine,” Kennedy said. “President Trump believes that we should be listening to these mothers instead of gaslighting like prior administrations.”
    Extensive research has debunked longstanding concerns that vaccines are linked to autism, a claim that Kennedy and other immunization critics have pushed for several years.

    Research on acetaminophen use and autism

    The Washington Post on Friday reported that Trump administration officials have been reviewing previous research that suggests a link between the use of acetaminophen during pregnancy and an increased risk of autism. The Post said that includes an August review by Mount Sinai and Harvard researchers on 46 earlier studies that suggest a link between prenatal exposure to the drug and increased risks of neurodevelopmental disorders, such as autism or attention deficit hyperactivity disorder, or ADHD. 
    The review found the association is strongest when acetaminophen is taken for four weeks or longer, Dr. Andrea Baccarelli, one of its authors and dean of the faculty at the Harvard T.H. Chan School of Public Health, said in a statement. The review was funded by a grant from the National Institutes of Health.
    “This biological evidence lends support to the possibility of a causal relationship between prenatal acetaminophen exposure and neurodevelopmental disorders, including autism,” Baccarelli said, adding that further research is needed to “confirm the association and determine causality.”
    He said based on existing evidence, he believes that “caution about acetaminophen use during pregnancy—especially heavy or prolonged use—is warranted.” But Baccarelli said acetaminophen remains a critical tool for pregnant women and their physicians, as the drug is the only approved medication for pain and fever relief during pregnancy.
    He said he and his colleagues recommend a “balanced approach based on the precautionary principle:” patients who need fever or pain reduction during pregnancy should take the lowest effective dose of the drug for the shortest possible duration, after consulting their physician about their individual risks and benefits of doing so. Baccarelli said he discussed that recommendation and the review’s findings with NIH Director Jay Bhattacharya and Kennedy in recent weeks.
    The findings of the studies reviewed by the researchers are at odds with other robust studies, including one published last year in the Journal of the American Medical Association that found acetaminophen use during pregnancy was not linked to autism, ADHD or intellectual disability. Researchers analyzed health records of 2.5 million children in Sweden.
    When researchers looked at the general population initially, there was a very small increased risk of the disorder in children whose mothers took the drug while pregnant. But researchers found no link after comparing siblings within the same family: one exposed to acetaminophen during pregnancy, and the other not.
    As of Monday before the announcement, the FDA website said the agency had not found “clear evidence” that appropriate use of acetaminophen during pregnancy causes “adverse pregnancy, birth, neurobehavioral, or developmental outcomes.” The American College of Obstetricians and Gynecologists maintains that acetaminophen is safe during pregnancy when taken as directed and after consulting a health-care provider. 
    Some parents have brought lawsuits claiming that they gave birth to children with autism after using the painkiller.
    But a federal judge in Manhattan ruled in 2023 that some of those lawsuits lacked scientific evidence and later ended the litigation in 2024.
    — CNBC’s Angelica Peebles contributed to this report More

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    Nike’s new activewear line with Skims is set to launch this week. Here’s why it matters

    Nike’s activewear line with Kim Kardashian’s Skims is set to launch on Friday with three core collections that will be updated seasonally.
    The companies had planned to launch the partnership, called NikeSKIMS, in the spring, but they pushed it back due to internal production delays.
    The sneaker giant’s collaboration with the buzzy shapewear company is part of its strategy to win over more female shoppers.

    Nike’s activewear line with Skims.
    Courtesy: Nike SKIMS

    Nike’s highly anticipated activewear line with Kim Kardashian’s intimates brand Skims is set to launch this week after it was pushed back due to production delays, the companies announced Monday. 
    The partnership, dubbed NikeSKIMS, is a key part of the sneaker company’s strategy to win over more female shoppers and take back market share from brands like Lululemon, Vuori and Alo Yoga, which cater more closely to women. 

    The new line will launch on Friday with three core collections – Matte, Shine and Airy – that will be updated seasonally. It will include around 40 new styles and pieces that can be worn in and outside of the gym. 
    Beyond the core apparel line, NikeSKIMS will also debut a handful of seasonal collections – including a vintage line and layering pieces that can be used to create an activewear look. 
    After the companies announced the partnership in February, they were set to launch an initial collection in the spring, with a global rollout planned for 2026. But they pushed it back in early June due to internal production delays that weren’t related to a supplier or shipping issue. 
    NikeSKIMS is marketing the new line alongside a slew of top female athletes, including former tennis star Serena Williams, track and field Olympian Sha’Carri Richardson, gymnast Jordan Chiles and snowboarder Chloe Kim. 
    The launch will help Nike move toward a number of goals it set under new CEO Elliott Hill. The assortment’s dual focus on performance and lifestyle will allow Nike to capture both female athletes and regular shoppers who are spending on activewear at competitors. The new styles include Nike’s drying technology, making them suitable for intense exercise, but also knit pieces and layers that can be incorporated into everyday outfits.

    Under Nike’s former CEO John Donahoe, the company focused on its lifestyle side of the business – shoes and apparel that weren’t just for exercising – which helped it grow its annual sales to north of $50 billion. However, that heavy focus on lifestyle led some of Nike’s core athlete customers to shop elsewhere over criticisms it lost sight of innovation.
    Hill, who took over as Nike’s top executive in October, is working to bring sports and athletes back into the center of Nike’s strategy. The partnership with Skims helps the company reach athletes but also has a lifestyle bent, which expands its total addressable market. 
    In turn, Skims, which was last valued at $4 billion, will get access to Nike’s manufacturing and development capabilities and gains the opportunity for more growth. While buzzy and well known because of its connection to Kardashian, the brand is still relatively small compared to competitors. 
    “NikeSKIMS is more than a collaboration — it’s a new brand redefining activewear,” Skims CEO Jens Grede said in a news release. “With this launch, we are establishing a platform to grow NikeSKIMS, reach consumers worldwide, and set a new benchmark for how activewear is experienced across retail, digital, and cultural touch points.”
    Nike President Amy Montagne added the partnership is part of a “broader commitment” to women. More