SGB Today Apparel
New Era Extends Partnership with Little League
Little League International and New Era announced a multi-year extension of their longstanding partnership. New Era first began supplying on-field caps worn by Little League World Series players in 1994 and became an Official Sponsor in 2000.
Richardson Celebrates 56 Years with Launch of New R3D Customizer and Enhanced Website
Once a customer has completed their design in the R3D Customizer, their fully configured products can be saved, renamed, and accessed at any time for future orders or further customizations.
Athleta to Sponsor San Francisco Ballet
Athleta signed an official partnership to become the San Francisco Ballet’s Official Athletic Apparel Partner, outfitting company dancers and releasing joint performance-art storytelling content.
Adidas Replaces Under Armour as Colorado State Outfitter
Colorado State University announced a new partnership with Adidas who is the school’s official footwear, uniform, apparel, and sideline partner of the Rams in a collaboration with Game One, replacing Under Armour.
Topgolf Signs Black Clover as Uniform Outfitter
The five-year partnership that makes Black Clover USA Topgolf’s national uniform partner and an official retail partner.
Academy Sports Launches Retail Media Network
Academy Sports has launched Academy Retail Media (ARM), a retail media network designed to connect brand partners with Academy’s customers and link ad exposure to both online and in-store sales. ARM integrates Academy’s stores, e-commerce platforms, and customer data to support its omnichannel growth strategy.
Nike Partners with Rush Soccer
Rush Soccer announced a new global partnership with Nike. Through the partnership, Nike and Rush Soccer will collaborate to support player development, club growth, coaching education, and youth participation initiatives throughout Rush’s global network.
Western Kentucky Extends Contract with Nike and BSN Sports
Western Kentucky University (WKU) extended its longstanding partnerships with Nike and BSN Sports under a multi-year agreement.
Lululemon Partners with Fanatics on First MLB Collection
Lululemon has partnered with Fanatics on its first Major League Baseball (MLB) collection spanning all 30 clubs.
Report: Footwear and Accessories Deals Drive M&A Growth in 2026 YTD Period
Apparel, Footwear & Accessories sector total deal volume has jumped 21 percent year-over-year to 75 transactions announced or closed year-to-date. Capstone Partners said key trends shaping the sector’s M&A environment over the last few years have continued to place downward pressure on activity despite the increase in headline acquisition volume.
Nike Replaces Adidas as Outfitter of Tennessee State University
Tennessee State University announced that Nike has replaced Adidas as the official apparel provider for TSU Athletics in a partial partnership with BSN Sports.
Brooks Inks First Olympic Sponsorship in Kiwi Partnership
Brooks Running reports signeing on as the “Official Footwear Partner” of the New Zealand running team, marking the first Olympic team to be fully sponsored by the brand.
Report: Americans Are Investing More in Their Health and Fitness Than Ever Before
A new Harrison Co. survey examines the key behaviors and trends shaping the fitness and health industries, spanning fitness habits, wearables and fitness technology, nutrition and supplements, and sports participation and fan engagement.
Arena Renews Partnership with USA Swimming Through 2028
Arena USA renewed its partnership with USA Swimming, extending the relationship through the Los Angeles 2028 Olympic Games.
BSN Sports/Adidas to Outfit Sport Clips Stylists
BSN Sports and Adidas reached an agreement to supply Sport Clips Haircuts hair stylists with Adidas-branded apparel nationwide. The multiyear partnership includes tees, jerseys, and lightweight performance layers.
