SGB Today Apparel
Dick’s SG Upgrades ScoreCard Loyalty Program
Dick’s Sporting Goods announced multiple enhancements to its ScoreCard Loyalty Program, including introducing ScoreCard+, a new paid membership tier.
Gallaudet University Athletics Forms Partnership with Nike and BSN Sports
Gallaudet University, based in Washington, D.C., has entered a new multi-year partnership, making BSN Sports the exclusive supplier of Nike uniforms, apparel, footwear, accessories, and equipment for the University’s 18 varsity and five club sports programs.
Switchback Spring Builds on Brand Strength, Learning Opportunities and Retail Discovery
Switchback Spring concluded its second annual event with a robust list of outdoor specialty brands, retailers and working media. Over three days, Switchback Spring drew 1,262 attendees from 46 states and 16 countries to the vibrant city of New Orleans for business and learning.
Adidas to Replace Under Armour as University of Utah Equipment Partner
Adidas reached an agreement to replace Under Armour as the provider of athletic gear for the the University of Utah. The deal is for seven years, starting on July 1, 2027.
Under Armour and the University of Utah to End 18-Year Partnership
The contract was signed in 2016 for a 10-year term, at a $65 million deal with the brand. That deal ends in June of 2027.
Skechers Enters Bedding Category in Serta Partnership
Serta debuted a new Skechers Collection, powered by Serta Innovation range of mattresses, developed in partnership with Skechers U.S.A. The co-branded bedding collection will be officially introduced at the 2026 July Las Vegas Furniture Market, with retail availability to follow through select partners nationwide.
Adidas Extends Real Madrid Sponsorship to 2034
Adidas extended its contract as the official kit supplier of Real Madrid for another eight years through 2034. Adidas first partnered with the Spanish football club in 1980.
Oakland University Partners with Adidas and BSN Sports
Oakland University Athletics has officially signed a multi-year contract with Adidas, with BSN Sports positioned as the exclusive supplier of uniforms, apparel, footwear, accessories, and equipment for all 18 Golden Grizzly varsity programs. The university had been a Nike school since 2013 in a partnership with Lids.
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.
