SGB Today Apparel
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
Reebok Inks Partnership With F45
Reebok entered into a multi-year collaboration with F45 Training, the fitness studio franchise, as its official partner for performance footwear, apparel and wearables. In 2026, Reebok will outfit F45 coaches in custom-designed uniforms and debut an exclusive co-branded member collection anchored by its Nano training shoe franchise.
Glik’s Invests in Aptos ONE POS and OMS for a ‘Future Forward’ Unified Commerce Experience
This strategic initiative will yield key benefits, including more unified customer experiences across physical and digital channels, POS mobility, and simplified, centralized store operations management.
Target Announces Limited-time Collection with Woolrich
Target Corporation will launch its first limited-edition collection with Woolrich on October 18 in select Target stores and on Target.com, featuring over 100 items across men’s and women’s apparel, home, outdoor gear, and food and beverage.
Fanatics x Lululemon Expand NHL Fan Apparel LIne to All 32 Clubs
The expanded partnership includes a range of men’s and women’s fan apparel representing all 32 teams this season, versus 11 teams last year, and includes 20 new men’s and women’s styles.
Georgia Tech Switches to Under Armour from Adidas
Under Armour entered into an agreement to become the official uniform, apparel, footwear and accessories of Georgia Tech, replacing Adidas. The Yellow Jackets had been with Adidas since 2018.
Peyton Manning Signs with Johnston & Murphy as Brand Ambassador
Manning appears in the brand’s latest marketing campaign wearing J&M’s current collection of footwear and apparel while taking a tongue-in-cheek approach to the Hall of Famer’s fashion game.
Puma Extends Partnership with Hyrox Series to 2030
Puma both renewed and extended its partnership with Hyrox, the World Series of Fitness Racing, until 2030. As part of the agreement, Puma will provide official sportswear for the race series, including shoes with Nitro technology, be the exclusive title partner for the Hyrox World Championships and signed three additional elite Hyrox athletes as global brand ambassadors.
Kohl’s Does a “Big Kids” Take-Down of Popular FLX Active Lifestyle Private Label Brand
The retailer is launching a new kids private label assortment marking the next chapter in the evolution of the FLX active lifestyle, or athleisure, business. The collection is expected to serve as “a natural transition between children’s styles and adult shapes.”
ThredUp Executes on Full Rebrand
the global online resale platform for women’s and kids’ apparel, shoes, and accessories, has announced that it is executing a comprehensive rebrand, featuring a new logo, website user experience (UX) and product features, to strengthen its position in today’s resale (secondhand) market.
