SGB Today Apparel
New Balance Partners With the WNBA to Expand Basketball Presence
NB will create broadcast, digital and retail content featuring NB athlete and WNBA rookie Cameron Brink, the second overall selection in the WNBA Draft 2024 presented by State Farm, who signed a NIL deal with NB in 2023.
Reebok x Juicy Drop Limited Edition Footwear and Apparel Collection
Reebok’s sport heritage mixes with Juicy rhinestones and Velvet in this limited-edition footwear and apparel capsule collection.
Vans “Always Pushing” Campaign Highlights Off The Wall Mindset
Vans tapped creatives that “embody the ‘Always Pushing’ ethos … to create a tapestry of content that spans cities worldwide, from Paris to LA and Tokyo,” developed in partnership with Alex/2Tone.
Skechers Signs Beach Volleyball Pros Andy Benesh and Miles Partain
The pair will wear the brand’s performance apparel and headwear, including Skechers-branded hats, tank tops and shorts, when competing in this year’s Summer Olymics in Paris.
Puma Golf Celebrates British Open with Fair Isle Capsule Collection
The Fair Isle collection includes the limited-edition Phantomcat Nitro shoe with a wingtip design, Flexspike technology for traction and Nitro Foam for comfort and energy return. Other pieces include men’s and women’s polos, a skirt and a golf dress.
Pacsun Debuts Men’s A.R.C. Apparel Collection
The 28-piece collection, available at retail and through PacSun, marks the brand’s entry into men’s activewear category with a campaign featuring NIL Athletes Carson Beck, Khoi Young, Shareef O’Neal, and Shedeur Sanders.
Lotto Launches Pickleball Collection at Dick’s; Adds Pablo Tellez as Brand Ambassador
The new pickleball line, which expands beyond Lotto’s soccer and tennis collections, includes equipment and footwear for both men and women. Tied to the announcement, Major League Pickleball and PPA Tour player Pablo Tellez, was added to Lotto’s roster of over 300 athletes globally.
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.
WNDR Alpine Launches All-Season Outdoor Gear with Biology Inside
Demonstrates the performance of bio-based materials for industry-wide adoption, reducing reliance on non-renewable sources of oil among a broader community of brands seeking innovative material solutions.
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
Eastside Golf Signs Top Junior Golfer to NIL Roster
Kihei Akina was ranked No. 1 in the 2025 class by Golfweek. He accompanies Temple University freshman Matthew Vital on Eastside Golf’s NIL roster.
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.
