SGB Today Sports & Fitness
Nike Replaces Adidas as Sponsor of the UT San Antonio
Nike has partnered with Game One to become the official outfitter of the University of Texas at San Antonio (UTSA). The initial agreement spans six years. UTSA previously partnered with Adidas from 2013 to 2025.
New Balance Expands BC Partnership to Include Football
Beginning with the upcoming 2025 season, New Balance will produce all BC Football apparel and footwear and introduce its first American football cleats. further expanding its apparel deal with Boston College.
Report: Cross-Border E-Commerce Shipping Hits a Regulatory Wall
Nearly three-quarters (73 percent) of product categories now fall into tariff-sensitive classifications, with customs authorities worldwide significantly ramping up enforcement.
Adidas Renews Global Eyewear Licensing Deal with Marcolin Through 2032
The renewal reinforces their partnership that began in 2020, under which Marcolin designs, produces and distributes eyewear collections for both Adidas Sport and Originals brands.
E-Bikes: Rising Injury Risks for Riders of All Ages
According to the U.S. Consumer Product Safety Commission (CPSC), injuries from micromobility devices, including e-scooters, hoverboards and e-bikes, have risen by an estimated 23 percent annually since 2017. Notably, nearly half (46 percent) of all e-bike injuries from 2017 to 2022 occurred in 2022 alone.
Take a Video Tour of Wolverine Worldwide’s New Merrell and Saucony HQ
The centerpiece is a top-to-bottom renovation of 40,000 square feet, which houses the company’s two largest brands, Merrell and Saucony, the latter of which the company recently relocated to Rockford, MI from Boston.
Road Runner Sports Selects Modern POS Platform from Aptos
With Aptos One, the fitness retailer will boost its customer engagement and omnichannel capabilities at its 50-plus store locations.
Helly Hansen and Canada Ocean Racing Partner for The Ocean Race
The global sailing brand will be the official clothing supplier to the team for The Ocean Race Europe in 2025, The Ocean Race Atlantic in 2026 and The Ocean Race around the world in 2027.
Planet Fitness’ Annual High School Summer Pass Program Returns
Teens can work out for free from June 1 through August 31 at 2,700-plus clubs nationwide, providing teens with the tools they need to develop healthy fitness habits that can last a lifetime.
On Inks Partnerships with ITA and AIU; Amplifies Commitment to Clean Sports
The new strategic partnerships with the ITA and AIU are critical cornerstones of On’s “Athlete Compass” program, which embodies its holistic approach to athlete support.
Nordstrom NYC to Host New Balance Pop-Up at The Corner
The corner pop-up will include monthly product drops across shoes, apparel and accessories for men, women and kids. Customers can also access limited-edition collaborations and customization opportunities available only in-store.
Foot Solutions x Pickleball Pro Ben Johns Create Custom Orthodic for Pickleball Play
The product is a result of several months of testing and revisions with Johns working alongside Foot Solutions experts. The result is a 3D printed custom orthotic for customers at the store level.
TaylorMade x NFL Ink Licensing Deal to Bridge Gap Between Golf and Pro Football
The new licensing deal is intended to increase fan engagement, participation and visibility of both sports and brands.
Easton Diamond Sports Launches “The DUB” Double Barrel Bat
Featuring double barrel construction, The Dub is the only USSSA-certified double wall bat on the market, and it is the first time Easton has incorporated this advanced technology into a baseball bat.
Nike x Hyperice Ready the Body with High-Top Hyperboot
Nike and Hyperice continue to receive athlete feedback while the shoe continues in development. The shoe will drop in North America via nike.com and select Nike retail locations on May 17, globally beginning Holiday 2025.
