SGB Today Sports & Fitness
Nike to Replace Adidas as Ohio University Outfitter
Ohio University agreed to a five-year partnership with Nike and BSN Sports to serve as its official apparel, uniform, equipment, and accessories provider, beginning July 2027. The school currently partners with Adidas and Game One.
Report: Adidas to Replace Nike as Ole Miss Outfitter in 2027
Ole Miss is set to sign a seven-year deal with Adidas beginning July 1, 2027, replacing Nike as the team’s uniform provider, sources told Foxsports.com. The school has partnered with Nike since 1999.
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Adobe Sets Thanksgiving Day as Best Online Day for Sporting Goods Discounts This Holiday
Adobe is reporting that its online shopping forecast for the 2026 holiday season is set to cross the $275 billion milestone, with a pre-season spending uptick in October. Thanksgiving Day is set to drive $6.9 billion in online sales – up 8.5 percent year-over-year – bolstered by impulse shopping.
Abercrombie & Fitch Partners with Barry’s on Workout Collection
Abercrombie & Fitch Co.’s activewear brand, YPB (Your Personal Best), is collaborating with high-intensity workout studio Barry’s on a range of workout apparel.
Zensah Names Top HS Football Coach Roger Harriott as Brand Ambassador
Under his direction, St. Thomas Aquinas in Fort Lauderdale, Florida currently holds the No. 1 high school football ranking in the country, “setting the national benchmark for excellence and player wellness.”
Report: Sports Technology is Now Essential Infrastructure
Sports technology has transformed from a novelty into essential infrastructure across every level of competitive athletics. In its new report, Harrison Co. evaluates how video platforms, tracking systems, wearables, officiating aids, and biometrics have become central to all aspects of the sports ecosystem.
Adidas, Unrivaled, Ink Multiyear Uniform, Performance Apparel Pact
Adidas entered into a multi-year partnership with Unrivaled, becoming the official uniform and performance apparel partner of the women’s 3-on-3 basketball league The brand will also introduce a broader assortment of officially licensed merchandise, including authentic jerseys and lifestyle collections. Adidas replaced Under Armour.
On Brand Signs Kylian Mbappé to Signal Soccer Ambitions
The Real Madrid star officially ended his nearly 20-year partnership with Nike. Additionally, On named retired football legend Thierry Henry as its director of football after he worked behind the scenes on the project for months.
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Jordan Brand Launches Gym Equipment
Dimension 6 Fitness, which makes the Nike Strength fitness equipment line, has launched a Jordan Strength range. The collection, the first fitness equipment line under the Jordan name, includes dumbbells, kettlebells, barbells, a soft plyo box, adjustable bench and a half rack with integrated storage.
AlixPartners Explores the Paradox of Consumer Behavior and Holiday Shopping
AlixPartners is forecasting that U.S. holiday sales will grow 4 percent to 7 percent this year, even as 57 percent of consumers say the economy is worse than it was 12 months ago and 37 percent plan to spend less.
Brooks Enters First Premier League Sponsorship
Brooks Running signed on as the Official Footwear Partner for Crystal Palace Football Club, marking its first sponsorship with an English Premier League soccer club. As part of the agreement, the Brooks logo will feature prominently on the front of all training, travel, walkout and warm-up apparel worn by Crystal Palace’s men’s and women’s first teams.
BSN Sports Partners with The Sports Facilities Companies
BSN Sports formed a national partnership with The Sports Facilities Companies, which manages over 140 sports venues across the country through the SF Network. SFC welcomes more than 30 million athletes, coaches, families, and community members to its venues annually.
Under Armour Extends Partnership with Yale
Under Armour and Yale Athletics announced a 10-year extension of their longstanding partnership. The brand first partnered with Yale in 2016.
