SGB Today Apparel
Under Armour Partners with LIV’s 4Aces Golf Club for Golf Apparel Range
Led by two-time major champion Dustin Johnson and Masters champion Patrick Reed, alongside Thomas Pieters and Thomas Detry, 4Aces GC will debut with Under Armour gear during LIV Golf’s opening season, February 4, at Riyadh Golf Club.
Life Time Creates “Real Life” Capsule Collection with Evereve
Launching on January 22 in Evereve stores, select Life Time clubs and online, the 15-piece capsule collection, designed by Evereve’s team, is created for “women who move through their days with purpose.”
J.Crew and U.S. Ski & Snowboard Launch First Apparel Collection
The brand is the official lifestyle apparel partner for U.S. Ski & Snowboard, collaborating on exclusive products, campaigns featuring elite American athletes and experiences that engage the ski community and outdoor enthusiasts.
“From Burton to the World” Collection Pays Tribute to Jake Burton’s Vision
Burton released a glimpse of the limited-edition “From Burton to the World” collection of snowboards, apparel and accessories featuring iconic quotes from the late Burton founder Jake Burton Carpenter.
Pacsun Launches PS Community Hub
The hub provides a growth path to help content creators increase their exposure, open new opportunities and give top users the chance to co-create capsule collections with Pacsun.
Fanatics Expands Partnership with Bologna FC
The new partnership strengthens Fanatics’ role as the organization’s official operator of its e-commerce business, Stadio Renato Dall’Ara retail, and retail stores. It also grants Fanatics new licensing, design and manufacturing rights, wholesale distribution, and marketplace operations.
Adidas Signs Long-Term Partnership With German Basketball Federation
The agreement covers teams across 5-on-5 and 3×3 disciplines, including men’s, women’s and youth national teams. To mark the launch of the partnership, Adidas and DBB released the new DBB jerseys.
Columbia Sportswear Returns as the 2026 Outfitter of the USA Curling Team
The 2026 USA Curling National Team uniforms feature Columbia’s signature technologies. Key pieces from the collection are available to consumers for the first time through Columbia and select Dick’s Sporting Goods stores.
Under Armour Extends Partnership with University of Wisconsin Another 10 Years
Under Armour and the University of Wisconsin-Madison announced a 10-year extension of their current partnership, which started in 2015.
The Lycra Company Partners on Women’s Workwear Collection
The five-piece Coolswap collection, in collaboration with Dovetail Workwear, comprises two types of work pants, cargo skorts, shorts, and a long-sleeved work shirt and will be showcased at the Functional Fabric Fair in Portland, OR, from November 12 through 13.
Under Armour and The University of Notre Dame Partner on Innovation Through Joint Research
By leveraging Under Armour’s commercial expertise in human performance and athletic product development on campus, the partnership also facilitates educational and professional advancement for undergraduate and graduate students, including research experiences, internships and employment opportunities.
Milwaukee Athletics Signs Five-Year Deal with Adidas and BSN Sports
The Milwaukee Athletic Department signed a five-year agreement with Adidas and BSN Sports, making BSN Sports the official provider of Adidas gear for all 15 Milwaukee Athletics programs.
Fanatics Enters New Partnership with Football Australia
Fanatics will operate Football Australia’s online store from its Melbourne headquarters, leveraging a global platform and local infrastructure to provide merchandise to global consumer base.
Lululemon x NFL to Drop First Licensed Apparel Line
Lululemon and the National Football League (NFL) have partnered for the first time to create an apparel collection for all 32 NFL teams. The assortment features core Lululemon products from its Steady State men’s franchise, as well as signature women’s styles from its Define, Scuba and Align lines, among others.
Bauer Hockey Taps Ororo for Heated Apparel and Accessories Collab
The four-piece Redline Heated Collection, debuting for Fall/Winter 2025, includes men’s and women’s heated vests, a heated blanket and unisex heated liner gloves, featuring Ororo’s patented carbon fiber heating technology
