SGB Today Apparel
The North Face Named Official Apparel Partner of U.S. Ski Team
The North Face announced an eight-year deal to replace Italian brand Kappa as the Official Performance Apparel Partner of U.S. Ski & Snowboard. In addition to outfitting athletes, The North Face will launch a commercially available collection inspired by U.S. Ski & Snowboard beginning Fall 2026.
Stahls’ Inks Licensing Agreement with Major League Soccer
Stahls’ will support MLS clubs, equipment managers and retail partners with names, numbers and embellishments to enable fans to personalize jerseys in real time and giving teams flexibility to introduce designs and special-edition drops.
University of San Diego Athletics Partners with Nike and BSN Sports
The University of San Diego agreed to a new multi-year partnership with Nike and BSN Sports, continuing Nike’s role as the official outfitter of all Torero programs.
National Lacrosse League Inks On-Field Apparel Deal with Capelli Sport
The National Lacrosse League, North America’s top league for box lacrosse, has signed a new agreement that makes Capelli Sport the Official Uniform of the League through 2029. Capelli replaces a deal with Castore.
Outdoor Brands Look Forward to Switchback Spring with Common Goals of Retail Exposure and Industry Connection
The 200-plus registered exhibitors include outdoor industry cornerstones, challenger brands and retail-ready emerging companies.
The Next Wave of Wellness: Fashion & Fabric
The wellness conversation continues to evolve. Consumers who scrutinize food labels and skincare ingredient lists are now doing the same to their activewear. Sourcing matters. So does fiber content. Hard-to-pronounce or unnatural ingredients are suspect. Turns out, “What am I putting against my skin?” is just as important a question as, “What am I putting in my body?”
Adidas Renews Contract with East Carolina Athletics In New Partnership with BSN Sports
East Carolina Athletics signed a multi-year extension with Adidas to continue as the official provider of footwear, apparel and equipment for all 18 Pirate varsity programs. ECU has also expanded its partnership with BSN Sports, which will now serve as the department’s exclusive distributor of all Adidas-branded gear and accessories.
Walmart Joins U.S. Cotton Trust Protocol in Sustainability Push
Walmart has joined the U.S. Cotton Trust Protocol, a voluntary, science-based sustainability program and traceability platform for U.S. cotton that sets quantifiable, verifiable goals and metrics.
Nike to Sponsor Professional Lacrosse Leagues
Nike signed on as the Official Apparel Partner for the Premier Lacrosse League (PLL) and Women’s Lacrosse League (WLL), replacing Champion, who has been the official sideline apparel partner for the PLL since 2021.
Wilson Golf Launches Brand Awareness Campaign in Times Square
Wilson Golf launched its Play Original brand campaign last week at 20 Times Square, on the corner of 47th and 7th in Manhattan, where pedestrian traffic averages roughly 360,000 per day. The campaign will run through April on a wraparound LED facade, one of the largest continuous exterior displays worldwide.
Switchback Spring 2026 to ‘Equip the Outdoor Industry for the Future’ with Education for Specialty Retailers
Designed to support specialty retailers with actionable strategies, the program will cover key outdoor industry key topics and trends.
Under Armour, Dick’s SG Form Youth Sports Partnership with Unrivaled Sports
Unrivaled Sports, Under Armour and Dick’s will collaborate on a series of integrated, experiential activations for participants and fans, with broader initiatives to follow. Initial tentpole efforts are tied to Ripken Nationals, a 12U baseball national championship tournament in its inaugural year, where athletes will see big league experiences
Colorado Mesa University Forges New Partnership with Nike; BSN to Continue as Exclusive Retailer
CMU’s Athletic Department announced a new partnership with Nike, naming the brand as the official provider of athletic apparel, footwear and equipment for the Mavericks. This concludes the school’s partnership with Under Armour.
The Tech Stack Problem Costing Team Dealers Time and Money — and How the Industry Is Solving It
For team dealers, decorators and promo distributors, running the business across multiple disconnected systems is a hidden drain on growth. A new platform approach is changing that.
New Era 2026 NFL Draft Collection Celebrates ‘Moment in the Mirror’
The collection serves to “elevate the ‘moment in the mirror’” when an athlete sees himself for the first time wearing his NFL team gear and symbolizes the opening of his NFL career as a top draft pick.
