SGB Today Apparel

New Era Cap Inks New Partnership with the NHL

The contract terms begin with the 2024/25 NHL season. Upcoming collections will feature current NHL and team logos, vintage marks and event logos for the NHL Winter Classic and the NHL Stadium Series.

ITF Launches Tennis Photo of the Year Competition for Pros and Amateurs

“…we wanted to give photographers, both amateur and professional, a chance to have their creativity recognized. I would encourage anyone who captures a special tennis moment at any level of the game to enter our competition, to be in with a chance of global exposure and a fantastic prize.” —David Haggerty, ITF President

Puma x Carrots Drop Green-Thumbed Collection

Puma and LA-based label Carrots by Anwar Carrots created a range of apparel, footwear and accessories in a garden-inspired color palette of oranges and greens with throwback graphics celebrating the Super Puma mascot

Pacsun and LAFC Collaborate on Second Collection

The new four-piece unisex grouping features a hoodie and three T-shirt designs combining L.A. Streetwear and soccer culture. The pieces interweave LAFC’s crest and black and gold color palette.

Surf Icon Returns to Birdwell as Brand Ambassador

Birdwell, the heritage American beach brand known for its hand made boardshorts since 1961, announced its official sponsorship of longboard legend Joel Tudor, cementing a decades-long relationship.

Foot Locker Relaunches Rewards Program

FLX Rewards program will receive upgrades to its mobile app. FL describes the moves as “significant milestones under its Lace Up Plan.” The rollout in the U.S. follows a successful pilot of the program in Canada in 2023.

Badlands Launches UV Hoodie for Hot-Weather Adventures

Features include a UPF 50 UV protection rating to keep the worst of the sun’s rays off the body. Now in its 32nd year, Badlands focuses on quality, innovation, and performance and offers an unconditional lifetime product warranty.

Castore to Sponsor Everton’s Kit and Stadium

Under the multi-year agreement, Castore will supply travel wear, playing and training kits for Everton’s men’s, women’s and Academy squads, including home, away and third kits. Castore replaces the Danish brand Hummel.

Adidas, League One Volleyball Ink Multiyear Partnership

Adidas is expanding its footprint in volleyball with a multiyear partnership with League One Volleyball (LOVB), the largest youth volleyball business in the U.S., with a pro women’s league launching in November.

Walmart Targets Gen-Z with ‘No Boundaries’ Relaunch

Launching in stores and on on July 16, the new No Boundaries label, often abbreviated as “NOBO,” will include a broader assortment backed by a major marketing push on TikTok, Roblox and Instagram and, for the first time, has a dedicated fashion design team creating the collection.