SGB Today Apparel
Italy’s Macron Signs First U.S. Collegiate Deal
Macron reached an agreement to replace Under Armour as the official athletics apparel outfitter of Fairleigh Dickinson University (FDU), becoming the Italian sportswear brand’s first sponsorship with a US college.
BSN Sports Partners with the U.S. Soccer Foundation
BSN Sports, in a partnership with the U.S. Soccer Foundation, launched a 2026 World’s Game Resource Library to support the non-profit’s mission of supporting youth development and expanding access to the sport of soccer in under-resourced communities.
Adidas Partners with Mall Operator Simon on World Cup Activations
Adidas is partnering with Simon, the shopping mall and outlet center owner, to bring soccer fan experiences and programming to select Simon destinations this summer as the World Cup arrives in North America.
Adidas Partners with Ohio’s Spire Academy
Adidas has signed on as the official apparel partner of Spire Academy, the sports boarding and day school located in Geneva, OH. The program is closely aligned around the school’s baskeball and soccer programs.
Dick’s SG Launches AI-Powered Coach in Mobile App
Dick’s Sporting Goods is partnering with Adobe to launch “Coach by Dick’s,” an agentic AI-based personal assistant “designed to support customers throughout their entire shopping journey in its mobile app beginning in June 2026.”
New Brands, New Ideas, New Connections — Switchback Elevates Discovery Opportunities
Discovery will take center stage in a section for young companies, state-sponsored booths, targeted education and social events.
Nike Partners with Google Gemini on AI-Shopping
Nike announced a new artificial intelligence-powered shopping feature that allows U.S. consumers to discover and purchase Nike products directly through Google’s Gemini app and AI Mode in Search.
LA Tech Athletics Extends Adidas Partnership, Adds Game One
Louisiana Tech announced a multi-year agreement to extend its supply contract for apparel and equipment with Adidas and add team dealer Game One as a product supplier.
The North Face Named Official Apparel Partner of U.S. Ski Team
The North Face announced an eight-year deal to replace Italian brand Kappa as the Official Performance Apparel Partner of U.S. Ski & Snowboard. In addition to outfitting athletes, The North Face will launch a commercially available collection inspired by U.S. Ski & Snowboard beginning Fall 2026.
Stahls’ Inks Licensing Agreement with Major League Soccer
Stahls’ will support MLS clubs, equipment managers and retail partners with names, numbers and embellishments to enable fans to personalize jerseys in real time and giving teams flexibility to introduce designs and special-edition drops.
University of San Diego Athletics Partners with Nike and BSN Sports
The University of San Diego agreed to a new multi-year partnership with Nike and BSN Sports, continuing Nike’s role as the official outfitter of all Torero programs.
National Lacrosse League Inks On-Field Apparel Deal with Capelli Sport
The National Lacrosse League, North America’s top league for box lacrosse, has signed a new agreement that makes Capelli Sport the Official Uniform of the League through 2029. Capelli replaces a deal with Castore.
Outdoor Brands Look Forward to Switchback Spring with Common Goals of Retail Exposure and Industry Connection
The 200-plus registered exhibitors include outdoor industry cornerstones, challenger brands and retail-ready emerging companies.
The Next Wave of Wellness: Fashion & Fabric
The wellness conversation continues to evolve. Consumers who scrutinize food labels and skincare ingredient lists are now doing the same to their activewear. Sourcing matters. So does fiber content. Hard-to-pronounce or unnatural ingredients are suspect. Turns out, “What am I putting against my skin?” is just as important a question as, “What am I putting in my body?”
Adidas Renews Contract with East Carolina Athletics In New Partnership with BSN Sports
East Carolina Athletics signed a multi-year extension with Adidas to continue as the official provider of footwear, apparel and equipment for all 18 Pirate varsity programs. ECU has also expanded its partnership with BSN Sports, which will now serve as the department’s exclusive distributor of all Adidas-branded gear and accessories.
