SGB Today Footwear
Announcing a New Partnership Between Volumental, Currex and PowerStep
Currex and PowerStep join forces with Volumental to revolutionize the in-store fitting experience. Introducing the Volumental Insole Finder, an AI-powered, cloud-connected 3D scanning solution that removes the guesswork from insole fitting.
Puma Elevates Speedcat Pack with Three Archival Silhouettes
Lea Waldberg (stylist and founder of Leawald, the slow-fashion brand based in Paris), Renata Kats (an independent photographer and artist based in Paris), and Madeline Woo (principal dancer with the San Francisco Ballet) show how the Speedcat “emboldens their sense of personal expression” in the campaign.
Skechers x Joel Embiid Release First Signature Basketball Shoe, the SKX JE1
Skechers dropped its first signature basketball shoe with Joel Embiid, the center forward for the Philadelphia 76ers, with the new SKX JE1. Designed to give elite athletes a competitive edge, the SKX JE1 offers responsive 5Gen cushioning, a Move Foam insole and an internal nylon shank for comfort and stability.
Under Armour Extends Partnership with University of Wisconsin Another 10 Years
Under Armour and the University of Wisconsin-Madison announced a 10-year extension of their current partnership, which started in 2015.
Skechers Welcomes Sofía Vergara as Brand Ambassador
Skechers first caught Vergara’s attention not through business talks, but in a mall. After knee surgery left her searching for supportive, stylish shoes, she discovered Skechers on her own. She purchased multiple pairs before learning her team had already been in talks with the brand.
Under Armour and The University of Notre Dame Partner on Innovation Through Joint Research
By leveraging Under Armour’s commercial expertise in human performance and athletic product development on campus, the partnership also facilitates educational and professional advancement for undergraduate and graduate students, including research experiences, internships and employment opportunities.
Wolverine Partners with Paramount’s “Landman” Series
Wolverine has entered a multi-channel partnership with Paramount to serve as the exclusive work boot for the second season of its successful “Landman” series, premiering on Paramount+ on November 16.
Milwaukee Athletics Signs Five-Year Deal with Adidas and BSN Sports
The Milwaukee Athletic Department signed a five-year agreement with Adidas and BSN Sports, making BSN Sports the official provider of Adidas gear for all 15 Milwaukee Athletics programs.
Skechers’ Friendship Walk Raises $3.2 Million for Kids
The 17th annual Skechers Pier to Pier Friendship Walk has reported raising $3.2 million, which supports children with special needs, strengthens public education and funds national college scholarships. To date the venue has raised over $31 million.
Nobull Partners With the National Hockey League
Nobull has signed on as the official training shoe of the National Hockey League (NHL), effective immediately. The new partnership will also see Nobull receive exclusive marketing rights and designations that connect the brand with the NHL and its fan base through the League’s marketing, digital and social media channels.
Walmart Expands its Third-Party Marketplace with Stadium Goods
Walmart said exclusive sneaker styles, like Air Jordans and Air Force 1s, are now available on its third-party Marketplace platform as part of a new partnership with Stadium Goods. The move follows a similar partnership reached last year with StockX.
Reebok Inks Partnership With F45
Reebok entered into a multi-year collaboration with F45 Training, the fitness studio franchise, as its official partner for performance footwear, apparel and wearables. In 2026, Reebok will outfit F45 coaches in custom-designed uniforms and debut an exclusive co-branded member collection anchored by its Nano training shoe franchise.
Skechers to Host 17th Annual Pier to Pier Friendship Walk
The Skechers Pier to Pier Friendship Walk, now in its 17th year, returns on October 19. With a $2.5 million fundraising goal, the event directly supports youth with special needs, public schools and college scholarships.
Glik’s Invests in Aptos ONE POS and OMS for a ‘Future Forward’ Unified Commerce Experience
This strategic initiative will yield key benefits, including more unified customer experiences across physical and digital channels, POS mobility, and simplified, centralized store operations management.
Columbia to Bring Back Peter Moore’s Bugaboot
Columbia Sportswear will reintroduce the Bugaboot 1, the brand’s first footwear product, for a limited release, on October 14. Columbia has manufactured only 1,993 pairs with Columbia Greater Rewards members having first access, and to the public the following day at key retailers.
