SGB Today Footwear
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.
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.
The North Face Named Official Apparel Partner of U.S. Ski Team
The North Face announced an eight-year deal to replace Italian brand Kappa as the Official Performance Apparel Partner of U.S. Ski & Snowboard. In addition to outfitting athletes, The North Face will launch a commercially available collection inspired by U.S. Ski & Snowboard beginning Fall 2026.
Stahls’ Inks Licensing Agreement with Major League Soccer
Stahls’ will support MLS clubs, equipment managers and retail partners with names, numbers and embellishments to enable fans to personalize jerseys in real time and giving teams flexibility to introduce designs and special-edition drops.
Skechers Forms Multiyear Partnership With WNBA
Skechers signed a multiyear deal to become an official partner of the Women’s National Basketball Association (WNBA). Skecher’s WNBA ambassadors include Chicago Sky’s forward Rickea Jackson, Washington Mystics forward Kiki Iriafen and Las Vegas Aces guard Jackie Young.
Crocs Co-Founder Pens Book on Brand’s Birth
George Boedecker Jr., who co-founded Crocs in 2002, has released his debut book, “Croc: How I Invented the World’s Most Popular Shoe, Became a Massive Success, and Nearly Destroyed Myself — in 15 Easy Lessons,” detailing lessons learned in bringing the footwear brand to the marketplace.
University of San Diego Athletics Partners with Nike and BSN Sports
The University of San Diego agreed to a new multi-year partnership with Nike and BSN Sports, continuing Nike’s role as the official outfitter of all Torero programs.
Celebrating 21 Years: Reef Sandal with the Built-In Bottle Opener Evolves for a New Generation
To mark the milestone, Reef is introducing four new models — Fanning +, Fanning + Slide, Fanning H2O, and Fanning Slide H2O — bringing the franchise to six core styles. Each build on the original with updated comfort technologies, materials and new designs, while preserving original elements.
Baffin Recovery Clog Expands on Year-Round Performance Footwear + Apparel Collection
The Recovery Clog features a solid upper construction to help protect against debris in outdoor environments, slip-on functionality and water-resistant materials, ideal for post-hike recovery in changing conditions. Each pair includes a Baffin-branded carabiner to secure the clogs together or clip them to gear, enhancing packability for travel.
Outdoor Brands Look Forward to Switchback Spring with Common Goals of Retail Exposure and Industry Connection
The 200-plus registered exhibitors include outdoor industry cornerstones, challenger brands and retail-ready emerging companies.
Adidas Renews Contract with East Carolina Athletics In New Partnership with BSN Sports
East Carolina Athletics signed a multi-year extension with Adidas to continue as the official provider of footwear, apparel and equipment for all 18 Pirate varsity programs. ECU has also expanded its partnership with BSN Sports, which will now serve as the department’s exclusive distributor of all Adidas-branded gear and accessories.
