SGB Update Sports & Fitness
Auburn University Moves on from Under Armour; Inks 10-Year Nike Deal
Nike signed a 10-year deal to become the official outfitter of Auburn University’s athletic teams, beginning July 2025. Nike replaces Under Armour, which had supplied Auburn’s athletic teams since 2006.
Lululemon Sues Costco Over Alleged Copycat Yoga Pants
The brand is seeking a court order to prevent Costco from manufacturing, importing, advertising, and selling the alleged LULU counterfeit products. It also wants Costco to pull all ads that promote the products and is asking for compensation for lost profits.
Gaia Appoints CEO
Kiersten Medvedich, company president, has been promoted to CEO. She continues to report to Gaia Founder and Executive Chairman Jirka Rysavy. Medvedich joined Gaia in 2016 as senior director of content.
Big 5 Sporting Goods to Go Private via Acquisition by Specialty Golf Retailer and PE Firm
The retailer has entered into a definitive merger agreement to be acquired by a partnership comprised of Worldwide Golf and Capitol Hill Group, in an all-cash transaction valued at approximately $112.7 million in enterprise value, including the assumption of roughly $71.4 million in credit line borrowings as of June 29, 2025.
Alo Yoga to Open First Store in Alabama
The Los Angeles, CA-based lifestyle brand specializing in luxury activewear, announced plans to open a stand alone shop in The Summit a one-million-square-foot upscale shopping mall with over 100 stores and restaurants located in Birmingham.
Saucony Opens London Flagship in Covent Garden
The store, spanning 3,695 square feet over two floors, is located at 4 James Street and was designed to serve as a hub for the local running community.
General RV to Carry Blaupunkt EBikes at Nationwide Supercenters
The largest RV dealership in the U.S. will now carry Blaupunkt ebikes available in all 26 of their stores, solidifying its position as the official ebike retailer in the RV channel.
StadioBike Adds to Ownership Team to Help Drive New Bicycle Racing Format
Kristin Labonte, a former national masters champion in the individual time trial, criterium, and road racing disciplines, is the managing partner of Breaking Limits, a sports marketing agency. James Pope is a globally respected event architect with over two decades of experience creating and scaling marquee cycling events.
BlackHeart Bike Co. Inks Deal for European Distribution
The partnership will see Bike-Components.de carry the brand’s framesets, including the latest Gravel Ti, as well as exclusive European colorways for the company’s aluminum line, available on Bike-Components.de’s online platform.
Pickleball Kingdom Franchisees Target North Virginia for First Facility
Franchisees Brynn and Tina Walker are “actively seeking a location” in the Springfield, VA area as PIckleball Kingdom continues its expansion efforts nationwide.
Nike, Inc. Beats Wall Street Estimates for Q4 Top- and Bottom-Line Declines
While the company produced a beat on both the top- and bottom-line consensus Wall Street estimates for the period, many analysts appeared more interested in the fiscal 2026 full-year guidance, which was not provided in the initial release of Q4 and full-year figures.
Recall: Bell Sports Bicycle Helmets
About 31,200 Bell Sports bicycle helmets are being recalled. The recalled helmets do not comply with the impact requirements of the Consumer Product Safety Commission’s (CPSC) mandatory federal safety standard for bike helmets.
ZogSports Acquired by Volo Sports
Volo Sports, the organizer of social sports leagues and related activities for adults operating in multiple cities throughout the U.S., announced the acquisition of ZogSports, a social sports league with a reported “over 120,000 players,” based in the U.S.
FDRA Elects New Board Leadership for 2025/27 Term
The newly elected leadership for the 2025–2027 term includes Josue Solano, CEO of BBC International, as Board chair; Dan Friedman, chief sourcing and supply chain officer at Caleres, as vice chair; and Lisa Tucker, president of Shoe Show, Inc. as treasurer.
Survey: Seventy Percent of U.S. Adults Ready to Learn Pickleball
In a recent national survey conducted by the Atlanta-based company, 70 percent of U.S. adults surveyed aged 18 to 65 identified themselves as “eager to learn” or “currently learning” the game of pickleball. Twelve percent described themselves as “avid” players. Only 18 percent expressed “no interest” in learning the sport.
