SGB Today Sports & Fitness
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.
Under Armour Extends Partnership with University of Wisconsin Another 10 Years
Under Armour and the University of Wisconsin-Madison announced a 10-year extension of their current partnership, which started in 2015.
Purpose Brands Co-Founders Chuck Runyon and Dave Mortensen Named 2026 HFA Hall of Fame Inductees
Co-founders of Anytime Fitness and Purpose Brands, Chuck Runyon and Dave Mortensen, are the final inductees into the 2026 class of the Health & Fitness Hall of Fame.
Skechers Welcomes Sofía Vergara as Brand Ambassador
Skechers first caught Vergara’s attention not through business talks, but in a mall. After knee surgery left her searching for supportive, stylish shoes, she discovered Skechers on her own. She purchased multiple pairs before learning her team had already been in talks with the brand.
IFit Expands Partnership with Samsung Health
IFit announced the next phase of its Samsung Health partnership, significantly advancing its ability to deliver personalized, immersive workout experiences.
Under Armour and The University of Notre Dame Partner on Innovation Through Joint Research
By leveraging Under Armour’s commercial expertise in human performance and athletic product development on campus, the partnership also facilitates educational and professional advancement for undergraduate and graduate students, including research experiences, internships and employment opportunities.
Milwaukee Athletics Signs Five-Year Deal with Adidas and BSN Sports
The Milwaukee Athletic Department signed a five-year agreement with Adidas and BSN Sports, making BSN Sports the official provider of Adidas gear for all 15 Milwaukee Athletics programs.
The Edge Fitness Clubs Bridges Gap Between Big-Box and Boutique with Amenity Expansion Plan
By integrating boutique-style modalities into its large-format clubs, The Edge aims to “bridge the gap between affordability and innovation, providing members with access to cutting-edge fitness experiences under one roof.” The company has 43 locations across Connecticut, Delaware, Illinois, Massachusetts, Michigan, Missouri, New Jersey, Pennsylvania, and Rhode Island.
Fanatics Enters New Partnership with Football Australia
Fanatics will operate Football Australia’s online store from its Melbourne headquarters, leveraging a global platform and local infrastructure to provide merchandise to global consumer base.
Lululemon x NFL to Drop First Licensed Apparel Line
Lululemon and the National Football League (NFL) have partnered for the first time to create an apparel collection for all 32 NFL teams. The assortment features core Lululemon products from its Steady State men’s franchise, as well as signature women’s styles from its Define, Scuba and Align lines, among others.
Nobull Partners With the National Hockey League
Nobull has signed on as the official training shoe of the National Hockey League (NHL), effective immediately. The new partnership will also see Nobull receive exclusive marketing rights and designations that connect the brand with the NHL and its fan base through the League’s marketing, digital and social media channels.
Bauer Hockey Taps Ororo for Heated Apparel and Accessories Collab
The four-piece Redline Heated Collection, debuting for Fall/Winter 2025, includes men’s and women’s heated vests, a heated blanket and unisex heated liner gloves, featuring Ororo’s patented carbon fiber heating technology
Reebok Inks Partnership With F45
Reebok entered into a multi-year collaboration with F45 Training, the fitness studio franchise, as its official partner for performance footwear, apparel and wearables. In 2026, Reebok will outfit F45 coaches in custom-designed uniforms and debut an exclusive co-branded member collection anchored by its Nano training shoe franchise.
Topps Launches NBA Basketball Cards for First Time Since 2010
Fanatics Collectibles, the NBA, and the National Basketball Players Association (NBPA) announced that Topps will return as the organization’s exclusive trading card licensee for the 2025/26 season, marking the first time Topps has released NBA trading cards since the 2009/10 season.
