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Brands
Brand partnerships
Strategic partnerships driving sporting goods brand relevance—from athlete and team sponsorships to licensing deals, event activations, and venue naming rights that define brand positioning.
Latest
Adidas UEFA Champions League deal under threat
UEFA’s commercial arm has launched a formal tender for the Champions League match ball from 2027–28, with Puma and Nike among the potential challengers to Adidas.
New Balance locks in long-term Patriots deal
The Boston brand secures exclusive footwear and apparel rights, plus naming rights on a new 160,000 square foot training center in Foxborough.
On’s new head to toe collab
The Swiss performance brand and New York retailer combine Cloudtec cushioning with Kith’s aesthetic in two new silhouettes launching March 6.
Adidas extends Kings League deal to 2028
The three-year extension covers seven regional leagues, two world tournaments, and both men’s and women’s competitions as Kings scales globally.
Lidl’s Crivit sportswear signs Steffi Graf as ambassador
The tennis legend will front an international campaign for the discount retailer’s activewear line across 30+ countries.
UK tennis No. 1 Emma Raducanu reportedly joins Uniqlo
Raducanu reportedly set for a $3.5M annual deal with the Japanese brand, confirmation expected at Indian Wells next week.
Tennis star Barbora Krejčíková confirms Vuori deal
The 2024 Wimbledon champion’s move to the California athleisure brand marks Vuori’s highest-profile WTA signing to date.
British heritage brand Crew Clothing backs UK padel growth
The brand enters the UK’s fastest-growing racquet sport with an exclusive kit deal for league operator iPadel.
NBA star Klay Thompson signs lifetime ANTA deal
Mavericks guard becomes seventh NBA player with lifetime deal as Chinese brand opens Beverly Hills flagship, leveraging 12,000 Asia stores network.
Chinese brands claim visibility podium at Milano Cortina
Li-Ning, Anta, Peak, and Toread collectively supplied apparel for delegations from China to Ecuador, marking their most prominent global showcase to date.
Alibaba unveils AI showcase at Milano Cortina 2026
The Olympic partner’s Milan installation demonstrates how AI could reshape virtual retail. First AI-generated Olympic art also unveiled.
On Running signs Swiss sprint icon Mujinga Kambundji
World Champion sprinter joins sister Ditaji on On’s global roster as she prepares her competitive comeback.
Nike designs custom look for Jannik Sinner
The tennis champion received a one-of-one design incorporating his Alpine heritage and skiing background for appearances during the Winter Games.
‘Magic’ Ari opts for Adidas Padel
The Catalonian athlete, who held top rankings in 2023 and 2024, switches brands after seven years with Head.
Luhta shows Olympic looks in Milan
Finnish sportswear brand presented Milano Cortina 2026 opening ceremony collection at the IOC’s inaugural fashion event alongside 20 nations.
The new Olympic deal empowering athlete storytelling
A groundbreaking partnership between WFSGI, IOC and IPC is transforming how brands support athletes during the Games - when it matters most.
Lindsey Vonn’s Olympic comeback with a new partner brand
Healthcare apparel company FIGS enters elite athlete sponsorship with a strategic bet on Vonn’s return to competitive skiing after a five-year absence.
Winter Games 2026: Who wears what?
From Moncler’s return to Lululemon’s accessible design and less restrictive Olympic branding rules, the Winter Games showcase a new era of Olympic branding and team apparel.
Nike signs world No. 1 pickleball player
Nike enters pickleball with world No. 1 Anna Leigh Waters as global ambassador, marking strategic bet on sport with 19.8m US players.
On Running signs padel’s number-one
On Running has signed Spanish padel star Arturo Coello, the world’s top-ranked player, to develop its first padel sneakers launching in summer 2027.
Adidas, Harden unveil Harden Vol 10 signature sneaker
Adidas and James Harden reveal the Harden Vol 10 “Imma Be a Star,” celebrating a decade-long partnership with premium performance and lifestyle design.
Nike x Jacquemus Après Ski collection launches
Nike and Jacquemus launch an 18-piece Après Ski collection blending GORE-TEX performance outerwear with high-fashion design. Available now.
Columbia renews MegaMarsch partnership
Columbia announced it will continue as the presenting partner of long-distance walking series Megamarsch through 2028, reinforcing its commitment to endurance and participation events.
TaylorMade revives Red Bull Racing golf crossover
TaylorMade and Oracle Red Bull Racing reunite for a limited-edition “Race Day” golf line, featuring MG5 wedges, race-inspired apparel, and accessories—this time with a broader lifestyle focus.
New Balance celebrates Ohtani MVP with “Unicorn” tee
New Balance honors Shohei Ohtani’s 2025 MVP season with a limited “Unicorn” T-shirt, celebrating the star’s dominance and boosting its athlete portfolio.
Under Armour breaks with Stephen Curry
Under Armour and NBA star Stephen Curry have agreed to separate, with the Curry Brand becoming independent as UA refocuses on its core business.
Saucony extends deal with Julia Paternain
Saucony has renewed its deal with Julia Paternain after her bronze at the World Athletics Championships, reinforcing its commitment to elite talent.
Stone Island and New Balance reunite
Stone Island and New Balance have unveiled a new take on the Furon v8 boot, blending cutting-edge performance design with streetwear innovation.
AC Milan and Rossignol launch ski capsule
AC Milan and Rossignol have teamed up ahead of the ski season for a limited winter capsule collection combining alpine performance with Italian style.
Harlequins extend Castore kit deal to 2030
Gallagher Premiership club Harlequins has extended its partnership with Castore for five more years, reinforcing one of rugby’s leading performancewear alliances.
Adidas unveils 2026 World Cup kits for 22 teams
Adidas is unveiling its largest-ever national team kit collection ahead of the 2026 FIFA World Cup, featuring designs for all 22 partner federations.
Hummel replaces Macron in Canadian Premier League
Hummel is replacing Macron as CPL’s kit supplier. The multi-year deal starts in 2026, with new club collections and a focus on sustainability.
Arena signs Olympic champion McIntosh
Arena has signed Canadian swimmer Summer McIntosh, a six-time world record holder and triple Olympic gold medallist from Paris 2024.
Playboi Carti, Mitchell & Ness unveil NBA line
Rapper Playboi Carti has teamed up with Mitchell & Ness, Fanatics and Complex for a bold NBA-inspired streetwear collection.
Amiri partners with FC Barcelona
FC Barcelona has signed a five-year deal with luxury label AMIRI to design formalwear for players, coaches and executives.
Intersport becomes official retail partner of Ski Austria
Intersport Austria will become the exclusive retail partner and sponsor of Ski Austria’s trainer and service teams from the 2025/26 season.
Adidas’ record Penn State deal faces backlash amid university turmoil
The announced $300 million partnership with Penn State has quickly turned controversial, with trustees alleging exclusion.
Adidas unveils Football World Cup ball 2026
Adidas unveils Trionda, the official match ball for the 2026 World Cup, with a multi-city launch in New York, Toronto and Mexico City.
Puma extends Hyrox partnership until 2030 as sport’s growth accelerates
Additionally, Puma is adding new elite athletes as the booming fitness race sport doubles participation.
New Balance expands its partnership with Atalanta with stadium naming rights
The brand became Atalanta’s official sponsor and kit creator at the start of the 2025/26 season.
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