SGB Today Apparel
Report: Adidas to Replace Nike as Tennessee’s Outfitter
The University of Tennessee is switching back to Adidas after its contract with Nike expires in 2026. The University was unable to secure a renewed deal with Nike.
Puma Extends Partnership with Borussia Dortmund
Puma’s partnership with Borussia Dortmund (BVD), the second most decorated German football team, with eight domestic league championships, five DFB-Pokals and six DFL-Supercups, began with the 2012/13 season.
Pacsun Embraces Understated Luxury with Field of Study Collection
As the first of many drops to come, the Field of Study by Pacsun launch expands the brand’s reach with transitional fashion designed to resonate across a broader age range.
Macron Extends Contract with UEFA for Referee Kits
The Italian sportswear label, renewed its contract to supply referees with kits for all major competitions held by the UEFA, European football’s governing body, in a multi-year deal. Before Macron, Adidas had held the referee kit supply rights for seven years.
Castore Partners with English Rugby Club Leicester Tigers
The deal will see the British sportswear brand providing the club with player kits, training wear and athleisure for the men’s, women’s, wheelchair, and academy squads. Castori will launch its first range of products for the Leicester Tigers this August, ahead of the new season.
Association of Golf Merchandisers Creates Merchandiser of the Year Award
This individual recognition celebrates merchandisers who exemplify creativity, leadership and excellence in golf retail—professionals who consistently elevate the retail experience.Applications are due by September 5, 2025.
Varsity Spirit Launches First Pro Cheer League
Debuting in 2026 with founding teams in Atlanta, Dallas, Miami, and San Diego, the Pro Cheer League provides a platform for elite athletes ages 18 and older to train, compete and continue their cheer careers at the highest level.
Indoor Malls Lead Overall Mall Foot Traffic Growth in May; Consumer Median Income Dips
The rise in mall visits for a second month in a row suggests that April’s positive year-over-year visit trends were more than a temporary pull-forward of consumer demand in response to tariff uncertainty.
Adidas Partners with Spanish Soccer Club, Sevilla
Adidas will provide playing and training kits for the men’s first team, as well as the women’s and academy teams, under an agreement running from the 2025/26 season through the 2034/35 campaign.
Game One Forms Apparel Partnership With University of Indianapolis
The University of Indianapolis announced an exclusive multi-year agreement with Game One and Nike. The deal replaces a supplier arrangement with BSN Sports and Nike.
USTA Commits Another $5 Million to Grow Local Tennis Programs
The new program and funding are in addition to $10 million in grant monies earmarked to expand the USTA’s facility grant program, which supports local tennis infrastructure and was announced earlier this year.
TYR Sport Partners with World Aquatics
TYR Sport reached an agreement to become the exclusive global supplier of swimwear and accessories for World Aquatics, the governing body for all aquatic sports formerly known as FINA.
Report: StockX Puts More Protections in Place to Stymie Counterfeiters
Study findings highlight the growing interest among consumers in a wider variety of footwear brands and an increased demand for affordable, general release sneakers. This marks a significant shift; in previous years, the most counterfeited products were typically exclusive, rare, and expensive releases.
Study: Why Retailers Risk Loyalty with Tariff-Based Price Hikes
While most retailers won’t be able to avoid raising prices altogether, unilateral price increases are a surefire way to lose customer confidence and trust. First Insight believes there are more informed ways of approaching pricing strategies and offsetting the burden on customers.
New Era Cap Inks New On-Field Partnership With Major League Soccer
The agreement makes New Era Cap the official on-field cap of the MLS, with rights to produce and distribute headwear and apparel for all 30 MLS clubs in the U.S. and Canada.
