SGB Today Footwear
Adidas Debuts Safety Footwear Collection
Adidas AG introduced Adidas Pro Work, its first safety footwear range as part of a partnership with Glo Brands B.V.
Knicks Forward OG Anunoby First Player to Win NBA Championship in Skechers
The SKX Nexus is a low-top court shoe designed for speed, stability and support, offering exceptional comfort and responsiveness. Meanwhile, the SKX Reign focuses on promoting elevation and intense traction, helping Anunoby stay quick and locked in on both ends of the court.
Under Armour and the University of Utah to End 18-Year Partnership
The contract was signed in 2016 for a 10-year term, at a $65 million deal with the brand. That deal ends in June of 2027.
Adidas Extends Real Madrid Sponsorship to 2034
Adidas extended its contract as the official kit supplier of Real Madrid for another eight years through 2034. Adidas first partnered with the Spanish football club in 1980.
Oakland University Partners with Adidas and BSN Sports
Oakland University Athletics has officially signed a multi-year contract with Adidas, with BSN Sports positioned as the exclusive supplier of uniforms, apparel, footwear, accessories, and equipment for all 18 Golden Grizzly varsity programs. The university had been a Nike school since 2013 in a partnership with Lids.
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.
