SGB Today Apparel
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.
Tommy Hilfiger and U.S. SailGP Team Ink Global Partnership
The partnership kicks off for the league’s 2025 season, to redefine fashion’s role in sailing and sports role in pop culture.
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.
Under Armour Renews Sponsorship with University of Maryland
UA has been the department-wide exclusive outfitter since 2005 and will continue to design and supply the training and game-day footwear, apparel and equipment for Maryland’s varsity athletic teams.
