SGB Today Sports & Fitness
Fanatics Expands Partnership with Chelsea FC
Under the expanded partnership, Fanatics will continue to operate Chelsea’s global e-commerce operations and will obtain further design and manufacturing rights to develop new fan apparel ranges.
Skechers Drops Next Gen SKX_2 Boot
Harry Kane, striker for the German professional football club Bayern Munich, wore the white and turquoise shoe last week at the FIFA Club World Cup quarter finals in the U.S. The new Skechers SKX_2 boot and the complete Skechers Football collection are available through Skechers and specialty football retailers worldwide.
Report: Adidas to Replace Nike as Tennessee’s Outfitter
The University of Tennessee is switching back to Adidas after its contract with Nike expires in 2026. The University was unable to secure a renewed deal with Nike.
Dick’s Sporting Goods and the WNBA Renew Multiyear Partnership
Through this renewed agreement, Dick’s Sporting Goods will continue as the “Official Sporting Goods Retailer “and an “Official Marketing Partner: of the WNBA through the 2028 season.
Puma Extends Partnership with Borussia Dortmund
Puma’s partnership with Borussia Dortmund (BVD), the second most decorated German football team, with eight domestic league championships, five DFB-Pokals and six DFL-Supercups, began with the 2012/13 season.
Macron Extends Contract with UEFA for Referee Kits
The Italian sportswear label, renewed its contract to supply referees with kits for all major competitions held by the UEFA, European football’s governing body, in a multi-year deal. Before Macron, Adidas had held the referee kit supply rights for seven years.
Garmin’s Gradient Simulator Raises Bar on Indoor Cycling
Featuring a design that accommodates the motion of Tacx Neo 2T and 3M smart trainers, Tacx Alpine builds upon the immersive ride experience by mimicking grades from up to 25 percent to -10 percent and enabling steering, creating a more realistic ride for a fully immersive experience.
PGA Tour Superstore Owner Grants $10M to Non-Profit The First Tee
Arthur Blank, owner and chairman of the Blank Family of Businesses and the Arthur M. Blank Family Foundation, joined First Tee as a National Trustee in 2011. Since then, support from Blank’s PGA Tour Superstore and the family’s foundation has helped fuel the growth of First Tee’s programs.
Castore Partners with English Rugby Club Leicester Tigers
The deal will see the British sportswear brand providing the club with player kits, training wear and athleisure for the men’s, women’s, wheelchair, and academy squads. Castori will launch its first range of products for the Leicester Tigers this August, ahead of the new season.
Tom Brady Unveils Hall of Excellence at Fontainebleau Las Vegas
The first-of-its-kind museum features artifacts celebrating the moments, milestones, people, and plays in sports that have inspired generations. It officially opens to the public on Friday, June 20.
Tagmarshal Expands Commitment to European Market
As a sign of its commitment to the European market, Tagmarshal has expanded its base in Cork, Ireland, and opened a local office in Spain. Tagmarshal has also made its new online training available in Spanish and French, with Italian to follow soon.
Association of Golf Merchandisers Creates Merchandiser of the Year Award
This individual recognition celebrates merchandisers who exemplify creativity, leadership and excellence in golf retail—professionals who consistently elevate the retail experience.Applications are due by September 5, 2025.
Varsity Spirit Launches First Pro Cheer League
Debuting in 2026 with founding teams in Atlanta, Dallas, Miami, and San Diego, the Pro Cheer League provides a platform for elite athletes ages 18 and older to train, compete and continue their cheer careers at the highest level.
Garmin Launches First Computer for Mountain Bikers
Garmin added the Edge MTB to its lineup of cycling products designed for and by mountain bikers to improve technical skills and speed on trail, with 5 Hz GPS recording, colorful trail mapping, mountain bike metrics, training plans, and recovery insights.
Indoor Malls Lead Overall Mall Foot Traffic Growth in May; Consumer Median Income Dips
The rise in mall visits for a second month in a row suggests that April’s positive year-over-year visit trends were more than a temporary pull-forward of consumer demand in response to tariff uncertainty.
