SGB Today

Pacsun Launches First Unisex Eyewear Collection

This latest sunglass drop follows the recent launch of Pacsun’s Field of Study men’s apparel label and reflects a broader strategy to introduce premium product with intentional drops.

Adidas Extends Contract with University of Nevada

The University of Nevada announced a new five-year agreement with Adidas, continuing its partnership that began in 2020. Adidas will remain the exclusive provider of footwear, apparel and accessories for Wolf Pack Athletics.

Puma Renews Partnership with Manchester City

Puma’s 10-year contract extension on its deal with Manchester City will reportedly be worthup to £1 billion (US$1.3bn), in the form of £100 million per year which is a marked increase from its previous agreement of £65 million per year, signed in 2019.

St. John’s University Switches to Adidas from Nike

Adidas will begin outfitting the school’s 300-plus student athletes in the 2025/26 academic year across 17 varsity athletic programs. St. John’s University Red Storm becomes the only Big East Conference team to be outfitted by Adidas.

Fanatics Expands Partnership with Chelsea FC

Under the expanded partnership, Fanatics will continue to operate Chelsea’s global e-commerce operations and will obtain further design and manufacturing rights to develop new fan apparel ranges.

Skechers Drops Next Gen SKX_2 Boot

Harry Kane, striker for the German professional football club Bayern Munich, wore the white and turquoise shoe last week at the FIFA Club World Cup quarter finals in the U.S. The new Skechers SKX_2 boot and the complete Skechers Football collection are available through Skechers and specialty football retailers worldwide.

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.

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.