SGB Today Footwear
Wilson Golf Launches Brand Awareness Campaign in Times Square
Wilson Golf launched its Play Original brand campaign last week at 20 Times Square, on the corner of 47th and 7th in Manhattan, where pedestrian traffic averages roughly 360,000 per day. The campaign will run through April on a wraparound LED facade, one of the largest continuous exterior displays worldwide.
EXEC: Birkenstock Opens New Store in Bordeaux, France
Located on Cours de l’Intendance, in the heart of the area known as the “Golden Triangle,” Birkenstock’s new store is said to pay tribute to Bordeaux’s heritage and its natural patina.
Switchback Spring 2026 to ‘Equip the Outdoor Industry for the Future’ with Education for Specialty Retailers
Designed to support specialty retailers with actionable strategies, the program will cover key outdoor industry key topics and trends.
Under Armour, Dick’s SG Form Youth Sports Partnership with Unrivaled Sports
Unrivaled Sports, Under Armour and Dick’s will collaborate on a series of integrated, experiential activations for participants and fans, with broader initiatives to follow. Initial tentpole efforts are tied to Ripken Nationals, a 12U baseball national championship tournament in its inaugural year, where athletes will see big league experiences
The Tech Stack Problem Costing Team Dealers Time and Money — and How the Industry Is Solving It
For team dealers, decorators and promo distributors, running the business across multiple disconnected systems is a hidden drain on growth. A new platform approach is changing that.
Slippery Rock University Extends Contract with Adidas, BSN Sports Signs as New Partner
Pennsylvania’s Slippery Rock University extended its product and sponsorship agreement with Adidas while adding BSN Sports as the “exclusive supplier” of Adidas uniforms, apparel, footwear, accessories, and equipment.
Easton x Dicks Sporting Goods Drop Ltd Edition Spring Break Collection
The Spring Break Collection centers on baseball bats, highlighting Easton’s top-performing models across categories: the USSSA Dub, the USA Hype Fire, and the iconic Ghost Advanced fastpitch bat. The bats anchor a complete product assortment that includes gloves, bags, protective gear, and accessories “designed to match the Spring Break aesthetic.”
New Balance Partners with HandsFree Labs on Hands-Free Footwear
New Balance Athletics formed a licensing agreement with HandsFree Labs (HFL) to launch its own range of hands-free footwear.
Nike and BSN Sports Extend Contract with Middle Tennessee State University
Nike and BSN Sports entered a long-term contract extension with the Middle Tennessee State University Athletics (MTSU) department, which began in 2014.
Adidas Renews Partnership with Missouri State
Adidas renewed its partnership with Missouri State University Athletics for another five years. Game One will become the official team dealer and authorized third-party vendor for the school, providing Adidas apparel, footwear and equipment.
Under Armour Partners with the Baltimore Orioles
Under Armour and the MLB Orioles announced a new multi-year partnership, beginning with the 2026 MLB season, featuring marketing at Camden Yards, home of the Orioles, with a military appreciation component.
Switchback Spring Partners with The Conservation Alliance as Public Lands Urgency Rises
Switchback Spring, the education and business gathering for the outdoor industry, announced a partnership with The Conservation Alliance to elevate the business coalition’s role, mission, and initiatives before and during their upcoming gathering in New Orleans, LA, this June 16-18.
Dash Sports Celebrates 20 Years
What began as a 500-square-foot shop inside the National Training Center in Clermont, FL, has grown into a thriving community hub with two locations, thousands of loyal customers and a reputation for helping Central Floridians stay active.
Ugg Spring 2026 Men’s Sneaker Drop Leans Into Fashion & Function
Timed with the arrival of Spring, Ugg dropped the Heritage Collection, offering two laidback styles for men inspired by the Southern California lifestyle.
New Balance Enters Long-term Partnership with New England Patriots
Under the long-term agreement, NB will serve as the official and exclusive athletic footwear and apparel supplier of the Patriots and Gillette Stadium. This Spring, the team will open a new training center next to Gillette Stadium, officially named the New Balance Athletics Center, with surrounding practice fields branded as New Balance Practice Fields.
