SGB Today Sports & Fitness
Skechers Signs Footballer Isco Alarcón
Alarcón is a world-renowned soccer midfielder who plays in the Spanish League and various international competitions. He played for Valencia CF, Málaga CF and Real Madrid, with whom he won five UEFA Champions League titles, before joining Real Betis Balompié.
Berghaus Adapts Program Removes Barriers to Outdoors for Disabled
Through Berghaus Adapts, consumers can request changes to the brand’s clothing and equipment to meet their specific physical needs. The company’s product team, based in North East England, will work directly with them to develop products for use in the outdoors that have otherwise made accessibility unattainable.
Wilson Launches Female-Specific Tennis Shoe
“The Intrigue redefines what it means to play fast, and it will undoubtedly give women tennis players the bold advantage they need to dominate on-court.” —Gordon Devin, President, Wilson Sportswear
U.S. Soccer Federation Partners with Home Depot to Support National Soccer Teams
The new partnership includes extensive programming for all 27 U.S. Soccer National Teams while supporting the Arthur M. Blank U.S. Soccer National Training Center, made possible by a $50 million contribution in 2024 from iconic businessman and philanthropist Arthur M. Blank, The Home Depot co-founder and Atlanta United owner.
Orangetheory Fitness to Introduce FDA-Approved Air Purification Tech to Studios
The agreement will introduce to certain Orangetheory Fitness studios nationwide Molekule’s FDA-approved, proprietary air purification technology designed to enhance indoor air quality.
Foresight Sports Partners with Golftec to Elevate Golf Training Experience
The partnership sees Foresight Sports’ launch monitor technology immediately integrated across Golftec’s global network of over 260 training centers.
Puma x Rhianna Redesign the Avanti
At the forefront of the low-profile trend, Puma x Rhianna drew inspiration from its archive across various styles including the Speedcat, the Mostro and the Avanti LS.
Callaway Golf Partners with Five Iron Golf to Launch Callaway Tour Fitting
Through the agreement, all Five Iron coaches become Callaway Certified Fitters, and becomes the first indoor golf brand to globally offer tour-level fittings backed by certification from Callaway at all venues.
Schutt and Vicis Parent Inks Safety Alliance with Guardian Cap Maker
With the partnership of leading brands Schutt and Vicis and the related certification of a combination of technologies, the company will broaden the availability of Guardian Caps and helmets to players worldwide.
Skechers Sets the Bar Even Higher with Latest Pickleball Shoe Launch
Skechers athletes and top-ranked professional pickleball players Catherine Parenteau and Tyson McGuffin again headline the Viper Court Pro 2.0 launch. Parenteau and McGuffin have competed in Skechers Viper Court Pro shoes since signing with the brand in 2022.
Therabody Partners with Garmin to Bring Smarter Recovery Solutions to Athletes
“To be able to combine Garmin’s best-in-class health and activity data with Therabody’s excellent recovery routines will provide uniquely personalized recovery recommendations that are not available with any other wearable integration today.” —Monty Sharma, president and CEO, Therabody.
CCM Hockey Partners with USA Hockey National Teams as Official Supplier
As part of this agreement, CCM said it will provide state-of-the-art equipment, including helmets, gloves, sticks, skates, protective gear and fans apparel to USA Hockey’s National Teams and their fans.
Adidas Unveils “Konektis” Official Match Ball for UEFA Women’s Euro 2025
In a first for a UEFA Women’s European Championship, Konektis, meaning “connected” will feature adidas Connected Ball Technology, enabling faster, more accurate officiating decisions.
Reebok Returns to Golf Category; Partners with Bryson Dechambeau and Crushers GC
Reebok, Bryson DeChambeau and his LIV Golf team, Crushers GC, announced a long-term partnership designating the brand as the “official apparel and footwear sponsor” of DeChambeau and the team, marking the brand’s re-entry into the Performance Golf category.
Adidas Signs Heisman Trophy Winner Travis Hunter
At the Heisman Trophy ceremony, the most prestigious award in college sports, to be presented on December 14, 2024, Travis Hunter will be honored alongside fellow finalist and Adidas partner, Cam Ward, who signed with the brand earlier this fall.
