SGB Today Sports & Fitness
Wilson, USSSA Renew Partnership
Wilson Sporting Goods and the United States Specialty Sports Association (USSSA) announced the renewal of their national agreement, which covers the Wilson brand and its brand portfolio, including DeMarini, Louisville Slugger, Slugger Slowpitch, EvoShield, and ATEC. The agreement also supports activations across USSSA Baseball, Fastpitch Softball and Slowpitch Softball programming.
CCM and American Hockey League Extend Partnership
CCM will continue as the official equipment supplier for the American Hockey League (AHL). CCM will also continue to be the uniform provider for AHL referees and lines people and sponsor the AHL All-Star Classic.
Adidas Rolls Out Official Match Ball for FIFA World Cup26
Adidas rolled out the Official Match Ball for the FIFA World Cup26 last week, kicking off the countdown to football’s biggest international tournament set to be hosted by a trio of nations (United States, Mexico and Canada) for the first time. Named Trionda, meaning three (Tri) waves (Onda) – the ball’s red, green and blue design pays homage to the three host countries.
Georgia Tech Switches to Under Armour from Adidas
Under Armour entered into an agreement to become the official uniform, apparel, footwear and accessories of Georgia Tech, replacing Adidas. The Yellow Jackets had been with Adidas since 2018.
Peloton Introduces Commercial Equipment Line
The Pro Series lineup is the first offering from Peloton’s recently formed Commercial Business Unit, which combines Peloton’s hardware, software, coaching, and community “with the extensive reach and support of Precor, one of the largest global commercial fitness equipment providers,” the company said in a media release.
Puma Extends Partnership with Hyrox Series to 2030
Puma both renewed and extended its partnership with Hyrox, the World Series of Fitness Racing, until 2030. As part of the agreement, Puma will provide official sportswear for the race series, including shoes with Nitro technology, be the exclusive title partner for the Hyrox World Championships and signed three additional elite Hyrox athletes as global brand ambassadors.
Cirql Expands Recyclable Midsoles Collection with Cirql rTPU50
The patented material is composed of 50 percent GRS-certified post-industrial recycled TPU and is produced using a chemical-free, supercritical foaming process.
Nike Sets Launch of NikeSkims Line for September 26
The two companies initially announced their partnership creating a new NikeSkims business in February, suggesting the first collection would launch in the spring. However, Nike in June cited internal production delays in delaying the launch of the new co-branded effort to talk to more female consumers.
The University of South Dakota Partners with Nike and BSN Sports
Through the 10-year deal, Nike will exclusively outfit the University’s 18 athletic programs beginning in July 2026 as the official apparel, uniform, equipment, and accessories provider.
Washington University in St. Louis Extends Partnership with Nike, BSN
The private university in St. Louis, MO, extended its athletics outfitter partnership with Nike through BSN Sports. The deal, which has been extended for five years, makes BSN Sports the exclusive provider of Nike uniforms, apparel, footwear, accessories, and equipment for for all 19 WashU varsity teams.
Skechers Receives Top Honors as Favorite Among Consumers and Employees
Headquartered in Manhattan Beach, CA, and founded in 1992, Skechers is the third largest footwear brand in the world. It earned Newsweek’s “America’s Best of the Best 2025” as the No. 1 footwear company in brick-and-mortar and third-best online and featured again on Time’s “World’s Best Companies 2025” list.
Report: Consumer Caution May be Weighing on Mall Performance
The company, which tracks foot traffic at retailers, malls, restaurants and other consumer destinations, said the data for August, combined with a decline in average mall visit length, indicates “softening consumer sentiment and a cutting back on discretionary purchases.”
Penn State Confirms Switch from Nike to Adidas
The University officially announced that it is ending its 32-year partnership with Nike, effective in 2026, as the official footwear, uniform, apparel, and sideline partner of the Nittany Lions, in favor of a new 10-year deal with Adidas.
Strava Report Sees Asics as Most Logged Shoe Brand Globally; Brooks Leads in U.S.
Previous Strava findings show that 55 percent of Gen Z athletes name social connection as their top reason for joining a fitness group, showing that younger athletes are driven by the chance to belong to a community as much as by the thrill of the workout.
Nike Extends Partnership with Washington State University
The three year renewal terms, keep Nike as the exclusive sideline apparel provider for all WSU Athletic programs, while giving the school favorable pricing and performance incentives. It also provides promotional and branding support that showcases the University’s cougar logo.
