SGB Today Sports & Fitness
Mueller Becomes Exclusive Distributor of Achilles Leg Recovery System
Mueller Sports Medicine partnered with recovery company, Ambitious Warrior, to become the exclusive distributor of Achilles in North America and select other countries. Achilles is a patent-backed, lower-leg recovery system designed to support strength, stability and mobility for athletes and active individuals.
Stahls’ Inks Licensing Agreement with Major League Soccer
Stahls’ will support MLS clubs, equipment managers and retail partners with names, numbers and embellishments to enable fans to personalize jerseys in real time and giving teams flexibility to introduce designs and special-edition drops.
Skechers Forms Multiyear Partnership With WNBA
Skechers signed a multiyear deal to become an official partner of the Women’s National Basketball Association (WNBA). Skecher’s WNBA ambassadors include Chicago Sky’s forward Rickea Jackson, Washington Mystics forward Kiki Iriafen and Las Vegas Aces guard Jackie Young.
University of San Diego Athletics Partners with Nike and BSN Sports
The University of San Diego agreed to a new multi-year partnership with Nike and BSN Sports, continuing Nike’s role as the official outfitter of all Torero programs.
Spotify Partners With Peloton in Fitness Push
Spotify has partnered with Peloton to give paid users access to more than 1,400 on-demand workout classes from Peloton instructors within the Spotify app, marking the music streaming platform’s entry into the fitness classes category.
National Lacrosse League Inks On-Field Apparel Deal with Capelli Sport
The National Lacrosse League, North America’s top league for box lacrosse, has signed a new agreement that makes Capelli Sport the Official Uniform of the League through 2029. Capelli replaces a deal with Castore.
The Next Wave of Wellness: Fashion & Fabric
The wellness conversation continues to evolve. Consumers who scrutinize food labels and skincare ingredient lists are now doing the same to their activewear. Sourcing matters. So does fiber content. Hard-to-pronounce or unnatural ingredients are suspect. Turns out, “What am I putting against my skin?” is just as important a question as, “What am I putting in my body?”
Herschel Supply Enters Golf Bag Category
Herschel Supply, the Vancouver-based maker of backpacks, luggage, and travel accessories, has entered the golf category with a collection featuring three on-course bags, golf travel wheelie bags and shoe bags, alongside backpacks, duffles, hardshell luggage, head covers and other accessories.
Adidas Renews Contract with East Carolina Athletics In New Partnership with BSN Sports
East Carolina Athletics signed a multi-year extension with Adidas to continue as the official provider of footwear, apparel and equipment for all 18 Pirate varsity programs. ECU has also expanded its partnership with BSN Sports, which will now serve as the department’s exclusive distributor of all Adidas-branded gear and accessories.
Walmart Joins U.S. Cotton Trust Protocol in Sustainability Push
Walmart has joined the U.S. Cotton Trust Protocol, a voluntary, science-based sustainability program and traceability platform for U.S. cotton that sets quantifiable, verifiable goals and metrics.
Nike to Sponsor Professional Lacrosse Leagues
Nike signed on as the Official Apparel Partner for the Premier Lacrosse League (PLL) and Women’s Lacrosse League (WLL), replacing Champion, who has been the official sideline apparel partner for the PLL since 2021.
Wilson Golf Launches Brand Awareness Campaign in Times Square
Wilson Golf launched its Play Original brand campaign last week at 20 Times Square, on the corner of 47th and 7th in Manhattan, where pedestrian traffic averages roughly 360,000 per day. The campaign will run through April on a wraparound LED facade, one of the largest continuous exterior displays worldwide.
NAIA Renews Soccer Ball Partnership with Select Sport
The National Association of Intercollegiate Athletics (NAIA) renewed its sponsorship agreement with Select Sport, a Danish sports equipment manufacturer, as the NAIA’s Official Soccer Ball. The extension will run through December 2030.
Head Squared = Power + Comfort in a Racquet
The racquet frame offers a dual-tube design that separates power from comfort. The outer tube, using Torayca T800S carbon fiber, optimizes stability and power. The foam-filled comfort tube, running from grip to main string bed, absorbs vibration and reduces arm strain.
Colorado Mesa University Forges New Partnership with Nike; BSN to Continue as Exclusive Retailer
CMU’s Athletic Department announced a new partnership with Nike, naming the brand as the official provider of athletic apparel, footwear and equipment for the Mavericks. This concludes the school’s partnership with Under Armour.
