SGB Today Sports & Fitness
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.
Franklin Sports Signs Multi-Year Partnership with Pickleball Pro Parris Todd
Since joining the sport in 2020, Todd has climbed the rankings, currently holding the No. 8 spot in Women’s Singles in the PPA Tour Rankings.
OrthoLite China Named to Guangdong’s Top 500 Manufacturing Enterprises for 2024
The Guangdong Provincial Enterprise Confederation and Provincial Entrepreneurs Association in the Guangdong province of China release the Top 500 list.
Puma Partners with Spinnova for Wood-Based Fiber
Puma has partnered with Finnish textile material innovation company Spinnova to develop “proof-of-concept products” from wood-based Spinnova fiber for future collections, particularly for products in Puma’s Sportstyle category.
Nike Taps Makeup Artist and Creator to Reimagine the Air Max Dn Silhouette
Isamaya Ffrench, the British makeup artist and creator, worked with Nike on creating new colorways of the latest Nike Air Max Dn.
The Lycra Company Introduces Lycra EcoMade Bio-Based Fiber
The company will launch its bio-based Lycra EcoMade Fiber at the ISPO Munich trade fair, which will take place from December 3 to 5, 2024. Live!, the sustainable clothing brand’s Upfit capsule collection, includes leggings, a top, and a jumpsuit made with Lycra’s bio-derived EcoMade fiber.
Puma Signs Long-Term Partnership With the Portuguese Football Federation
Starting in 2025, Puma will equip all male, female and youth teams as well as the Federation’s futsal, beach football and E-Sports teams.
The NFL Signs Licensing Agreement with Bettinardi Golf
The collaboration will introduce officially licensed NFL-branded Bettinardi products to market for the NFL’s 32 teams, including putters, wedges, irons, ball markers, divot tools, putting cups, cigar trays, and headcovers.
Skechers Signs NFL Kansas City Chiefs Head Coach Andy Reid to Slip-Ins Team
As a brand ambassador for Skechers Hands Free Slip-ins. He will appear in a print ad campaign in 2025 that “illustrates the comfort and convenience of the brand’s innovative and effortless signature footwear collection.”
Zenga Brothers Design Furniture Collection For “Skate Break”
The Skate Break Collection includes five furniture pieces—an oversized steel lamp and a boardroom table that converts to skateable pieces. Designers and brothers Benny and Christian Zenga worked with skateboarder Andy Anderson to test and prototype the pieces which they displayed in an interactive exhibition in Vancouver earlier this year.
Momentec Brands Announces Athlete Roster for 2025
Momentec Brands has tapped seven top collegiate and paralympic athletes to represent Team Momentec in 2025, building on the momentum created by Tiare Jennings, an All-American Softball Player and four-time NCAA Champion at the University of Oklahoma.
Puma Mostro Continues to Trailblaze in Candy Colors
Puma introduced the Mostro in 1999. The latest iteration comes in two candy-hued colorways,Electric Lime and Lavender, accenting textures and details, including studded outsole and mesh upper.
