SGB Today Sports & Fitness
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.
OrthoLite Vietnam Awarded Best Companies to Work For in Asia
The OVN team comprises over 1,000 employees who work in OrthoLite’s state-of-the-art facility in Ho Chi Minh City, Vietnam. OVN’s automation, growing lean lines and attention to the company’s best manufacturing for less-impactful manufacturing, combine to make it a leading manufacturing facility for OrthoLite.
The NFL and Abercrombie & Fitch Ink Official Fashion Partnership
As part of the partnership, Abercrombie has launched “Style Concierge,” which provides select NFL athletes direct access to the brand’s in-house stylists. These stylists will tailor their services to each athlete’s personal style and schedule.
University of South Carolina Shifts to Nike from Under Armour in 10-Year Deal
The University of South Carolina Athletics agreed to a 10-year partnership with Nike, replacing its current contract with Under Armour. South Carolina has partnered with Under Armour since 2007, when Gamecock football first sported the brand.
Spalding University Partners with Nike and BSN
Under the terms of the deal, Nike will serve as the official apparel, footwear and uniform provider of the Golden Eagles, with BSN Sports serving as the official equipment and accessories provider.
Adidas to Replace Nike as University of Tennessee Outfitter in Ten-Year Deal
Adidas reached an agreement to replace Nike as the athletic outfitter of the University of Tennessee, effective July 1, 2026. Adidas will also offer NIL opportunities for student-athletes across all 20 of the University’s varsity programs.
Skechers Adds Signature Hands Free Slip-Ins Technology to Aero Series
“Just as we did in developing the lace-up versions of Aero, we worked with runners to fine-tune the integration of our hands-free technology specifically for the needs of athletes. It’s never been easier to enjoy our signature Comfort That Performs on every run.” —Ben Stewart, VP of Skechers Technical Performance Division
Dick’s Sporting Goods Launches Cookie Jar & A Dream Production Studio
The official announcement of Cookie Jar & A Dream Studios coincides with the premiere of “Big Dreams: The Little League World Series 2024,” a new documentary that explores the Little League World Series. Produced in partnership with Imagine Entertainment and MLB Studios, the film will premiere on August 12 on ESPN.
Engineered for Whatever: Columbia Sportswear Debuts New Brand Platform
The new platform will roll out across all of Columbia’s consumer and marketing channels this fall, demonstrating how the brand’s “well-engineered gear is built to perform in even the most unpredictable outdoor conditions.” The campaign puts a playful spin and an irreverent tone, paired with outrageous scenarios on outdoor adventures.
Skechers Performance Drops SKX Full-Court Press Basketball Shoe
The low-top fuses style and function, with a wraparound TPU Versa Wing in the midsole, offering b-ball players stability when making hard cuts to create space. The outsole features Goodyear rubber in a herringbone pattern for multi-directional traction. Skechers lightweight Move Foam delivers comfort.
