SGB Today Footwear
Skechers Welcomes Sofía Vergara as Brand Ambassador
Skechers first caught Vergara’s attention not through business talks, but in a mall. After knee surgery left her searching for supportive, stylish shoes, she discovered Skechers on her own. She purchased multiple pairs before learning her team had already been in talks with the brand.
Under Armour and The University of Notre Dame Partner on Innovation Through Joint Research
By leveraging Under Armour’s commercial expertise in human performance and athletic product development on campus, the partnership also facilitates educational and professional advancement for undergraduate and graduate students, including research experiences, internships and employment opportunities.
Wolverine Partners with Paramount’s “Landman” Series
Wolverine has entered a multi-channel partnership with Paramount to serve as the exclusive work boot for the second season of its successful “Landman” series, premiering on Paramount+ on November 16.
Milwaukee Athletics Signs Five-Year Deal with Adidas and BSN Sports
The Milwaukee Athletic Department signed a five-year agreement with Adidas and BSN Sports, making BSN Sports the official provider of Adidas gear for all 15 Milwaukee Athletics programs.
Skechers’ Friendship Walk Raises $3.2 Million for Kids
The 17th annual Skechers Pier to Pier Friendship Walk has reported raising $3.2 million, which supports children with special needs, strengthens public education and funds national college scholarships. To date the venue has raised over $31 million.
Nobull Partners With the National Hockey League
Nobull has signed on as the official training shoe of the National Hockey League (NHL), effective immediately. The new partnership will also see Nobull receive exclusive marketing rights and designations that connect the brand with the NHL and its fan base through the League’s marketing, digital and social media channels.
Walmart Expands its Third-Party Marketplace with Stadium Goods
Walmart said exclusive sneaker styles, like Air Jordans and Air Force 1s, are now available on its third-party Marketplace platform as part of a new partnership with Stadium Goods. The move follows a similar partnership reached last year with StockX.
Reebok Inks Partnership With F45
Reebok entered into a multi-year collaboration with F45 Training, the fitness studio franchise, as its official partner for performance footwear, apparel and wearables. In 2026, Reebok will outfit F45 coaches in custom-designed uniforms and debut an exclusive co-branded member collection anchored by its Nano training shoe franchise.
Skechers to Host 17th Annual Pier to Pier Friendship Walk
The Skechers Pier to Pier Friendship Walk, now in its 17th year, returns on October 19. With a $2.5 million fundraising goal, the event directly supports youth with special needs, public schools and college scholarships.
Glik’s Invests in Aptos ONE POS and OMS for a ‘Future Forward’ Unified Commerce Experience
This strategic initiative will yield key benefits, including more unified customer experiences across physical and digital channels, POS mobility, and simplified, centralized store operations management.
Columbia to Bring Back Peter Moore’s Bugaboot
Columbia Sportswear will reintroduce the Bugaboot 1, the brand’s first footwear product, for a limited release, on October 14. Columbia has manufactured only 1,993 pairs with Columbia Greater Rewards members having first access, and to the public the following day at key retailers.
Georgia Tech Switches to Under Armour from Adidas
Under Armour entered into an agreement to become the official uniform, apparel, footwear and accessories of Georgia Tech, replacing Adidas. The Yellow Jackets had been with Adidas since 2018.
Peyton Manning Signs with Johnston & Murphy as Brand Ambassador
Manning appears in the brand’s latest marketing campaign wearing J&M’s current collection of footwear and apparel while taking a tongue-in-cheek approach to the Hall of Famer’s fashion game.
Puma Extends Partnership with Hyrox Series to 2030
Puma both renewed and extended its partnership with Hyrox, the World Series of Fitness Racing, until 2030. As part of the agreement, Puma will provide official sportswear for the race series, including shoes with Nitro technology, be the exclusive title partner for the Hyrox World Championships and signed three additional elite Hyrox athletes as global brand ambassadors.
OrthoLite Taps Bureau Veritas for QC, IP, and Supplier Compliance Testing
Bureau Veritas will provide OrthoLite with product testing, inspections, social audits, factory audits, security audits, and environmental audits for its production facilities worldwide.
