SGB Today Apparel
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.
Slippery Rock University Extends Contract with Adidas, BSN Sports Signs as New Partner
Pennsylvania’s Slippery Rock University extended its product and sponsorship agreement with Adidas while adding BSN Sports as the “exclusive supplier” of Adidas uniforms, apparel, footwear, accessories, and equipment.
Manning Passing Academy Names Frogg Toggs Official Cooling and Heat Mitigation Partner
The partnership includes on-site Frogg Toggs cooling stations throughout camp, distribution of co-branded cooling products to athletes and coaches, integration of Frogg Toggs cooling technology across training and recovery moments, and retail and experiential activations featuring Frogg Toggs products.
Easton x Dicks Sporting Goods Drop Ltd Edition Spring Break Collection
The Spring Break Collection centers on baseball bats, highlighting Easton’s top-performing models across categories: the USSSA Dub, the USA Hype Fire, and the iconic Ghost Advanced fastpitch bat. The bats anchor a complete product assortment that includes gloves, bags, protective gear, and accessories “designed to match the Spring Break aesthetic.”
Tommy Hilfiger Signs Travis Kelce as Global Brand Ambassador and Creative Collaborator
Tommy Hilfiger, part of PVH Corp., signed three-time NFL Super Bowl champion Travis Kelce as a global brand ambassador and creative collaborator. The partnership begins in the Fall and runs through the brand’s Spring 2027 campaign.
Nike and BSN Sports Extend Contract with Middle Tennessee State University
Nike and BSN Sports entered a long-term contract extension with the Middle Tennessee State University Athletics (MTSU) department, which began in 2014.
Adidas Renews Partnership with Missouri State
Adidas renewed its partnership with Missouri State University Athletics for another five years. Game One will become the official team dealer and authorized third-party vendor for the school, providing Adidas apparel, footwear and equipment.
Under Armour Partners with the Baltimore Orioles
Under Armour and the MLB Orioles announced a new multi-year partnership, beginning with the 2026 MLB season, featuring marketing at Camden Yards, home of the Orioles, with a military appreciation component.
