SGB Today Sports & Fitness
Athleta to Sponsor San Francisco Ballet
Athleta signed an official partnership to become the San Francisco Ballet’s Official Athletic Apparel Partner, outfitting company dancers and releasing joint performance-art storytelling content.
Adidas Replaces Under Armour as Colorado State Outfitter
Colorado State University announced a new partnership with Adidas who is the school’s official footwear, uniform, apparel, and sideline partner of the Rams in a collaboration with Game One, replacing Under Armour.
Topgolf Signs Black Clover as Uniform Outfitter
The five-year partnership that makes Black Clover USA Topgolf’s national uniform partner and an official retail partner.
Academy Sports Launches Retail Media Network
Academy Sports has launched Academy Retail Media (ARM), a retail media network designed to connect brand partners with Academy’s customers and link ad exposure to both online and in-store sales. ARM integrates Academy’s stores, e-commerce platforms, and customer data to support its omnichannel growth strategy.
Nike Partners with Rush Soccer
Rush Soccer announced a new global partnership with Nike. Through the partnership, Nike and Rush Soccer will collaborate to support player development, club growth, coaching education, and youth participation initiatives throughout Rush’s global network.
Report: Footwear and Accessories Deals Drive M&A Growth in 2026 YTD Period
Apparel, Footwear & Accessories sector total deal volume has jumped 21 percent year-over-year to 75 transactions announced or closed year-to-date. Capstone Partners said key trends shaping the sector’s M&A environment over the last few years have continued to place downward pressure on activity despite the increase in headline acquisition volume.
Psycho Bunny Inks Multi-Year Sponsorship Deal with USA Padel
Under the agreement, Psycho Bunny will serve as the official uniform partner of USA Padel national teams across all competitive categories, including the men’s, women’s and junior divisions.
Topgolf Launches Media Network
Topgolf launched Topgolf Media Networks, a connected media platform for brands, creators and strategic partners. Topgolf’s CEO, David McKillips, shared, “More than 42 million guests and golfers come to our venues to compete, celebrate, socialize, and connect. Topgolf Media Networks allows brands to become part of those experiences through creative partnerships that are measurable, authentic and built around real consumer engagement.”
Nike Replaces Adidas as Outfitter of Tennessee State University
Tennessee State University announced that Nike has replaced Adidas as the official apparel provider for TSU Athletics in a partial partnership with BSN Sports.
Nike Extends Partnership with USC Athletics Another 10 Years
Nike agreed to a 10-year extension of its all-sport partnership with USC Athletics through 2036, marking the fifth decade of its partnership.
Brooks Inks First Olympic Sponsorship in Kiwi Partnership
Brooks Running reports signeing on as the “Official Footwear Partner” of the New Zealand running team, marking the first Olympic team to be fully sponsored by the brand.
Report: Americans Are Investing More in Their Health and Fitness Than Ever Before
A new Harrison Co. survey examines the key behaviors and trends shaping the fitness and health industries, spanning fitness habits, wearables and fitness technology, nutrition and supplements, and sports participation and fan engagement.
Arena Renews Partnership with USA Swimming Through 2028
Arena USA renewed its partnership with USA Swimming, extending the relationship through the Los Angeles 2028 Olympic Games.
Gameday Spirit Replaces Fanatics as Illini’s Online Store Partner
Gameday Spirit has replaced Fanatics as the official online team store partner for the University of Illinois, extending its partnership with the school.
Nike to Replace Puma as Outfitter of Club Deportivo Guadalajara
Nike reached a long-term agreement to replace Puma as the sponsor and kit supplier to Mexico’s Club Deportivo Guadalajara, also known as Chivas de Guadalajara.
