SGB Today Sports & Fitness
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.
The Tech Stack Problem Costing Team Dealers Time and Money — and How the Industry Is Solving It
For team dealers, decorators and promo distributors, running the business across multiple disconnected systems is a hidden drain on growth. A new platform approach is changing that.
New Era 2026 NFL Draft Collection Celebrates ‘Moment in the Mirror’
The collection serves to “elevate the ‘moment in the mirror’” when an athlete sees himself for the first time wearing his NFL team gear and symbolizes the opening of his NFL career as a top draft pick.
Slippery Rock University Extends Contract with Adidas, BSN Sports Signs as New Partner
Pennsylvania’s Slippery Rock University extended its product and sponsorship agreement with Adidas while adding BSN Sports as the “exclusive supplier” of Adidas uniforms, apparel, footwear, accessories, and equipment.
Manning Passing Academy Names Frogg Toggs Official Cooling and Heat Mitigation Partner
The partnership includes on-site Frogg Toggs cooling stations throughout camp, distribution of co-branded cooling products to athletes and coaches, integration of Frogg Toggs cooling technology across training and recovery moments, and retail and experiential activations featuring Frogg Toggs products.
Riddell’s New ND6 Football Line — Engineered for Youth Football Players
The helmets in the Riddell ND6 line for the Fall 2026 playing season meet the new ND006 youth helmet performance standard established by the National Operating Committee on Standards for Athletic Equipment (NOCSAE), ahead of the standard’s effective date of September 1, 2027.
Easton x Dicks Sporting Goods Drop Ltd Edition Spring Break Collection
The Spring Break Collection centers on baseball bats, highlighting Easton’s top-performing models across categories: the USSSA Dub, the USA Hype Fire, and the iconic Ghost Advanced fastpitch bat. The bats anchor a complete product assortment that includes gloves, bags, protective gear, and accessories “designed to match the Spring Break aesthetic.”
Nike and BSN Sports Extend Contract with Middle Tennessee State University
Nike and BSN Sports entered a long-term contract extension with the Middle Tennessee State University Athletics (MTSU) department, which began in 2014.
