SGB Today Sports & Fitness
Foundation Wellness Introduces Currex BasketballPro
BasketballPro is a sport-specific performance insole engineered exclusively for basketball, designed to deliver enhanced court feel, dynamic support, responsive energy return, and stability during high-intensity play.
Skechers Expands Reach of Cricket Footwear Collection to the UK
The launch of the Skechers Cricket footwear line in the UK reflects the company’s broader plan to engage directly with elite English players and the passionate local cricket community in the months ahead.
Skechers to Premiere New Sofia Vergara Commercial Before Super Bowl Kick Off
Skechers has been a perennial advertiser during the Big Game. The brand’s first appearance featured Joe Montana in 2010, and last year it featured Andy Reid, who was also coaching the game.
Valparaiso University Extends Deal with Nike and BSN Sport
Indiana’s Valparaiso University has extended its partnership with Nike through a multi-year agreement, with BSN Sports continuing to serve as the exclusive supplier of Nike uniforms, footwear, apparel, equipment, and accessories.
Foot Locker Set for NBA All-Star 2026 Weekend with “Takeover” in Downtown LA
The marquee at L.A. Live will feature areas for Nike, Jordan Brand, Converse, Adidas, Puma, Crocs, and New Era to showcase product from February 12-15. The Takeover will also feature a series of product launches, including the Jordan Retro 4 Lakeshow, Jordan Retro 5 Wolf Grey, Jordan Retro 6 Infrared, Converse Shai 001, and special Nike Basketball releases.
Champro and NFHS Ink Baseball/Softball Equipment Partnership
As part of the partnership, Champro Sports will serve as the exclusive NFHS partner in key baseball and softball equipment categories, including bases, field screens and on-field equipment.
Under Armour Partners with LIV’s 4Aces Golf Club for Golf Apparel Range
Led by two-time major champion Dustin Johnson and Masters champion Patrick Reed, alongside Thomas Pieters and Thomas Detry, 4Aces GC will debut with Under Armour gear during LIV Golf’s opening season, February 4, at Riyadh Golf Club.
Life Time Creates “Real Life” Capsule Collection with Evereve
Launching on January 22 in Evereve stores, select Life Time clubs and online, the 15-piece capsule collection, designed by Evereve’s team, is created for “women who move through their days with purpose.”
Rawlings To Release Book Chronicling the Evolution of Ball Gloves
Published by Rizzoli, the oversized hardcover book, ‘The Finest in the Field: A History of Baseball Through 50 Iconic Gloves’, brings baseball history to life through fifty gloves drawn from Rawlings’ product portfolio and worn by some of the greatest MLB players to play the game.
Team Town Sports Named Official Footwear Retailer of Canadian Premier League and League1 Canada
Canadian Soccer Business entered a new multi-year partnership with Team Town Sports as the official footwear retailer for the Canadian Premier League (CPL) and League1 Canada.
Fanatics Expands Partnership with Bologna FC
The new partnership strengthens Fanatics’ role as the organization’s official operator of its e-commerce business, Stadio Renato Dall’Ara retail, and retail stores. It also grants Fanatics new licensing, design and manufacturing rights, wholesale distribution, and marketplace operations.
On Cloudsurfer 3 Fuses Surreal Superfoam and CloudTec for Soft, Smooth Ride
Beginning with Cloudsurfer 3, Surreal foam will be a core technology used across On’s performance range, adding to On’s existing portfolio of Helion and Helion HF foams.
Nike Extends LSU Partnership, Launches NIL Program
Nike Inc. announced an extension of its five-decade partnership with LSU (Louisiana State University) to 2036 while also launching Nike Blue Ribbon Elite, a new NIL program.
Announcing a New Partnership Between Volumental, Currex and PowerStep
Currex and PowerStep join forces with Volumental to revolutionize the in-store fitting experience. Introducing the Volumental Insole Finder, an AI-powered, cloud-connected 3D scanning solution that removes the guesswork from insole fitting.
Skechers x Joel Embiid Release First Signature Basketball Shoe, the SKX JE1
Skechers dropped its first signature basketball shoe with Joel Embiid, the center forward for the Philadelphia 76ers, with the new SKX JE1. Designed to give elite athletes a competitive edge, the SKX JE1 offers responsive 5Gen cushioning, a Move Foam insole and an internal nylon shank for comfort and stability.
