SGB Today Apparel
Active Lifestyle Brands and The Nature Conservancy Form Microfiber Action Alliance
The Nature Conservancy has partnered with Nike, Patagonia, and several other active lifestyle brands to launch the Microfiber Action Alliance, an initiative to reduce microfiber pollution across the textile value chain.
Running USA Survey Finds Brooks, Asics and Adidas Gaining Favor with Runners
Running USA’s 2026 Global Running Survey found Brooks, Asics and Adidas all increasing their appeal as favorite footwear brands with runners in both training and racing categories, while Nike, Hoka and On all lost ground. Nike and Lululemon ranked first and second in preferred sports apparel, but still lost share with runners.
Foot Locker Named Official Athletic Footwear Retailer of the New York Knicks
Foot Locker inked a new multi-year partnership with Madison Square Garden Sports Corp., becoming the Official Athletic Footwear Retailer of the NBA champion New York Knicks ahead of the 2026-27 NBA season.
Revolve Group Furthers Partnership with Kendall Jenner
Revolve Group Inc. announced the expansion of its partnership with Kendall Jenner, elevating her role to global creative director of FWRD and naming her a Revolve Los Angeles ambassador.
Under Armour Extends Partnership with Northwestern University Through 2037
Under Armour and Northwestern University Athletics announced a 10-year extension of their apparel and equipment partnership through 2037. Northwestern first signed with Under Armour in 2011, making the Wildcats Under Armour’s inaugural Big Ten partner.
Nike to Replace Adidas as Ohio University Outfitter
Ohio University agreed to a five-year partnership with Nike and BSN Sports to serve as its official apparel, uniform, equipment, and accessories provider, beginning July 2027. The school currently partners with Adidas and Game One.
Report: Adidas to Replace Nike as Ole Miss Outfitter in 2027
Ole Miss is set to sign a seven-year deal with Adidas beginning July 1, 2027, replacing Nike as the team’s uniform provider, sources told Foxsports.com. The school has partnered with Nike since 1999.
Adobe Sets Thanksgiving Day as Best Online Day for Sporting Goods Discounts This Holiday
Adobe is reporting that its online shopping forecast for the 2026 holiday season is set to cross the $275 billion milestone, with a pre-season spending uptick in October. Thanksgiving Day is set to drive $6.9 billion in online sales – up 8.5 percent year-over-year – bolstered by impulse shopping.
Abercrombie & Fitch Partners with Barry’s on Workout Collection
Abercrombie & Fitch Co.’s activewear brand, YPB (Your Personal Best), is collaborating with high-intensity workout studio Barry’s on a range of workout apparel.
Adidas, Unrivaled, Ink Multiyear Uniform, Performance Apparel Pact
Adidas entered into a multi-year partnership with Unrivaled, becoming the official uniform and performance apparel partner of the women’s 3-on-3 basketball league The brand will also introduce a broader assortment of officially licensed merchandise, including authentic jerseys and lifestyle collections. Adidas replaced Under Armour.
On Brand Signs Kylian Mbappé to Signal Soccer Ambitions
The Real Madrid star officially ended his nearly 20-year partnership with Nike. Additionally, On named retired football legend Thierry Henry as its director of football after he worked behind the scenes on the project for months.
Banish Sweat Marks
COOLMAX CloakFX™ fiber hides sweat marks on a range of fabrics — for total consumer confidence
AlixPartners Explores the Paradox of Consumer Behavior and Holiday Shopping
AlixPartners is forecasting that U.S. holiday sales will grow 4 percent to 7 percent this year, even as 57 percent of consumers say the economy is worse than it was 12 months ago and 37 percent plan to spend less.
Brooks Enters First Premier League Sponsorship
Brooks Running signed on as the Official Footwear Partner for Crystal Palace Football Club, marking its first sponsorship with an English Premier League soccer club. As part of the agreement, the Brooks logo will feature prominently on the front of all training, travel, walkout and warm-up apparel worn by Crystal Palace’s men’s and women’s first teams.
Salomon Secures Kona Title Rights in Five-Year Ironman Deal
Salomon announced a new five-year partnership with Ironman, including becoming title partner of the Ironman World Championship race in Kona, Hawaii. The Amer Sports-owned brand replaces Hoka.
