SGB Today Footwear
Nike to Replace Adidas as Ohio University Outfitter
Ohio University agreed to a five-year partnership with Nike and BSN Sports to serve as its official apparel, uniform, equipment, and accessories provider, beginning July 2027. The school currently partners with Adidas and Game One.
Report: Adidas to Replace Nike as Ole Miss Outfitter in 2027
Ole Miss is set to sign a seven-year deal with Adidas beginning July 1, 2027, replacing Nike as the team’s uniform provider, sources told Foxsports.com. The school has partnered with Nike since 1999.
Study: Nearly Three in 10 Americans Still Loyal to Their Favorite Footwear Brands
New research from CivicScience finds that footwear is a particularly strong category for brand loyalty, with 29 percent of U.S. adults saying they are “very” loyal to their favorite footwear brands. Footwear brand loyalists were also found to be more active, strongly value emotional connections with brands, and place…
Adobe Sets Thanksgiving Day as Best Online Day for Sporting Goods Discounts This Holiday
Adobe is reporting that its online shopping forecast for the 2026 holiday season is set to cross the $275 billion milestone, with a pre-season spending uptick in October. Thanksgiving Day is set to drive $6.9 billion in online sales – up 8.5 percent year-over-year – bolstered by impulse shopping.
Adidas, Unrivaled, Ink Multiyear Uniform, Performance Apparel Pact
Adidas entered into a multi-year partnership with Unrivaled, becoming the official uniform and performance apparel partner of the women’s 3-on-3 basketball league The brand will also introduce a broader assortment of officially licensed merchandise, including authentic jerseys and lifestyle collections. Adidas replaced Under Armour.
On Brand Signs Kylian Mbappé to Signal Soccer Ambitions
The Real Madrid star officially ended his nearly 20-year partnership with Nike. Additionally, On named retired football legend Thierry Henry as its director of football after he worked behind the scenes on the project for months.
Twisted X Expands Built in the USA Collection with Seven New Work Styles
The expansion follows the collection’s initial launch in July, when Twisted X introduced nine work styles assembled in the United States with globally sourced materials.
Skechers Signs Elite Runner Shelby Houlihan to Performance Roster
The 14-time U.S. National Champion and the American record holder in the 1500m becomes first athlete to represent Skechers AERO.
AlixPartners Explores the Paradox of Consumer Behavior and Holiday Shopping
AlixPartners is forecasting that U.S. holiday sales will grow 4 percent to 7 percent this year, even as 57 percent of consumers say the economy is worse than it was 12 months ago and 37 percent plan to spend less.
Brooks Enters First Premier League Sponsorship
Brooks Running signed on as the Official Footwear Partner for Crystal Palace Football Club, marking its first sponsorship with an English Premier League soccer club. As part of the agreement, the Brooks logo will feature prominently on the front of all training, travel, walkout and warm-up apparel worn by Crystal Palace’s men’s and women’s first teams.
Salomon Secures Kona Title Rights in Five-Year Ironman Deal
Salomon announced a new five-year partnership with Ironman, including becoming title partner of the Ironman World Championship race in Kona, Hawaii. The Amer Sports-owned brand replaces Hoka.
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.
