SGB Today Sports & Fitness
Wilson Expands Caitlin Clark’s Signature Basketball Line with Four New Designs
Wilson expanded its signature basketball line in collaboration with Caitlin Clark, the U.S. professional basketball player for the Indiana Fever and the WNBA. The four new basketballs are called Embrace, Aspire, Oasis, and Envision.
TYR Sport Partners with World Aquatics
TYR Sport reached an agreement to become the exclusive global supplier of swimwear and accessories for World Aquatics, the governing body for all aquatic sports formerly known as FINA.
Puma Golf Reimagines the Helsinki for On-Course Performance
The Helsinki G comes in five colorways, featuring technical upgrades, that moves the shoe seamlessly into golf, backed by purposeful innovation.
Study: Why Retailers Risk Loyalty with Tariff-Based Price Hikes
While most retailers won’t be able to avoid raising prices altogether, unilateral price increases are a surefire way to lose customer confidence and trust. First Insight believes there are more informed ways of approaching pricing strategies and offsetting the burden on customers.
New Era Cap Inks New On-Field Partnership With Major League Soccer
The agreement makes New Era Cap the official on-field cap of the MLS, with rights to produce and distribute headwear and apparel for all 30 MLS clubs in the U.S. and Canada.
G-Form Drops RideWire Collection in Collab with Emil Johansson
The G-Form x Emil Johansson EJ signature collection, “RideWire,” is ideally suited for downhill, enduro, slopestyle, and gravity MTB riding styles.
Champion Launching Tom Aspinall Collection; Signs UFC HW Champ to Long-Term Partnership
The partnership kicks off with the launch of Aspinall’s debut capsule, titled “Heavyweight Champion,” developed collaboratively, which taps into Columbia’s 100-plus-year history of sportswear heritage. Champion is also developing a line of performance training apparel and equipment, which is due to launch later this year.
Under Armour Replaces New Balance as University of Denver Partner
Under Armour reached a multi-year agreement to replace New Balance as the official athletic apparel supplier of the University of Denver. The program will be managed by Game One, which replaces BSN Sports.
Culture Shift: Americans Are Ditching Fitness Influencers and Trusting Themselves
Rather than the ‘hustle culture’ fitness of the 2010s with its celebration of exhaustion, people are now prioritizing long-term health, injury prevention and mental well-being.
Nike Replaces Adidas as Sponsor of the UT San Antonio
Nike has partnered with Game One to become the official outfitter of the University of Texas at San Antonio (UTSA). The initial agreement spans six years. UTSA previously partnered with Adidas from 2013 to 2025.
New Balance Expands BC Partnership to Include Football
Beginning with the upcoming 2025 season, New Balance will produce all BC Football apparel and footwear and introduce its first American football cleats. further expanding its apparel deal with Boston College.
Report: Cross-Border E-Commerce Shipping Hits a Regulatory Wall
Nearly three-quarters (73 percent) of product categories now fall into tariff-sensitive classifications, with customs authorities worldwide significantly ramping up enforcement.
Adidas Renews Global Eyewear Licensing Deal with Marcolin Through 2032
The renewal reinforces their partnership that began in 2020, under which Marcolin designs, produces and distributes eyewear collections for both Adidas Sport and Originals brands.
E-Bikes: Rising Injury Risks for Riders of All Ages
According to the U.S. Consumer Product Safety Commission (CPSC), injuries from micromobility devices, including e-scooters, hoverboards and e-bikes, have risen by an estimated 23 percent annually since 2017. Notably, nearly half (46 percent) of all e-bike injuries from 2017 to 2022 occurred in 2022 alone.
Take a Video Tour of Wolverine Worldwide’s New Merrell and Saucony HQ
The centerpiece is a top-to-bottom renovation of 40,000 square feet, which houses the company’s two largest brands, Merrell and Saucony, the latter of which the company recently relocated to Rockford, MI from Boston.
