SGB Today Footwear
Under Armour Extends Partnership with Yale
Under Armour and Yale Athletics announced a 10-year extension of their longstanding partnership. The brand first partnered with Yale in 2016.
K-Swiss Partners with ATP
K-Swiss, which is celebrating its 60th anniversary, formed a multi-year agreement to become the official footwear partner of the ATP (Association of Tennis Professionals), the governing body of men’s professional tennis.
Academy Sports Partners with Nike and Jordan Brands on Houston H-Town Classic Tournament
The two-day event will take place at Academy’s Katy, Texas store from October 17–18 from 8:30 a.m. to 7 p.m. each day and will feature junior high and high school divisions in both boys’ and girls’ brackets.
Adidas Replaces Nike as Nigeria’s Kit Sponsor
Nigeria will end its 11-year association with Nike and return to Adidas, after reportedly agreeing an $8.5 million-a-year equipment deal that the Nigeria Football Federation says is the biggest in African football.
Skechers Stakes Claim to No. 2 Footwear Brand Position by U.S. Volume
Skechers is reporting that it has become the second-largest footwear brand in units sold in the United States. The brand said its gains reflect its “strength across multiple areas of its business, including its ability to deliver high-quality, affordable footwear that meets the needs of consumers of all ages,” among other key reasons…
Under Armour Extends Partnership with Baltimore Ravens
The Baltimore Ravens and Under Armour announced a 10-year extension of their longstanding partnership. The partnership includes new exclusive Ravens x Under Armour product collection, hospitality naming rights, and continued investments in youth football initiatives and the Under Armour Performance Center.
Academy Sports to Open 200 Ariat Shop-in-Shops
Academy Sports + Outdoors announced plans to launch 200 Ariat in-store shops this fall.
Reebok Becomes Official Partner for Xenom London
Reebok has signed on as the Official Apparel and Footwear Partner for the inaugural Xenom London, the functional fitness competition that takes place on August 29 and 30 at Olympia London.
Adidas Replaces Under Armour as Colorado State Outfitter
Colorado State University announced a new partnership with Adidas who is the school’s official footwear, uniform, apparel, and sideline partner of the Rams in a collaboration with Game One, replacing Under Armour.
Academy Sports Launches Retail Media Network
Academy Sports has launched Academy Retail Media (ARM), a retail media network designed to connect brand partners with Academy’s customers and link ad exposure to both online and in-store sales. ARM integrates Academy’s stores, e-commerce platforms, and customer data to support its omnichannel growth strategy.
Nike Partners with Rush Soccer
Rush Soccer announced a new global partnership with Nike. Through the partnership, Nike and Rush Soccer will collaborate to support player development, club growth, coaching education, and youth participation initiatives throughout Rush’s global network.
Western Kentucky Extends Contract with Nike and BSN Sports
Western Kentucky University (WKU) extended its longstanding partnerships with Nike and BSN Sports under a multi-year agreement.
Report: Footwear and Accessories Deals Drive M&A Growth in 2026 YTD Period
Apparel, Footwear & Accessories sector total deal volume has jumped 21 percent year-over-year to 75 transactions announced or closed year-to-date. Capstone Partners said key trends shaping the sector’s M&A environment over the last few years have continued to place downward pressure on activity despite the increase in headline acquisition volume.
Nike Replaces Adidas as Outfitter of Tennessee State University
Tennessee State University announced that Nike has replaced Adidas as the official apparel provider for TSU Athletics in a partial partnership with BSN Sports.
Brooks Inks First Olympic Sponsorship in Kiwi Partnership
Brooks Running reports signeing on as the “Official Footwear Partner” of the New Zealand running team, marking the first Olympic team to be fully sponsored by the brand.
