Mountain House Wants Customers to “Savor It” in New Active, Gritty Campaign
Moving away from sanitized, picture-perfect lifestyle photography, the brand’s new visual direction leans into the raw, unpolished, and exhausting moments that core consumers actually endure: the pouring rain, the frozen fingers, and the heavy packs.
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.
Skechers Enters Bedding Category in Serta Partnership
Serta debuted a new Skechers Collection, powered by Serta Innovation range of mattresses, developed in partnership with Skechers U.S.A. The co-branded bedding collection will be officially introduced at the 2026 July Las Vegas Furniture Market, with retail availability to follow through select partners nationwide.
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.
Study: RV Industry’s $159 Billion Economic Impact on U.S. Economy
How much the RV industry has grown is captured in the new RVs Move America Economic Impact Study, produced by the RV Industry Association. The study found that the RV Industry has an overall annual economic impact to the U.S. economy of $159 billion, supporting 643,238 jobs and paying more than $46.4 billion in wages.
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.
Adidas Partners with Ohio’s Spire Academy
Adidas has signed on as the official apparel partner of Spire Academy, the sports boarding and day school located in Geneva, OH. The program is closely aligned around the school’s baskeball and soccer programs.
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.
LA Tech Athletics Extends Adidas Partnership, Adds Game One
Louisiana Tech announced a multi-year agreement to extend its supply contract for apparel and equipment with Adidas and add team dealer Game One as a product supplier.
