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
Real Madrid renews adidas and Emirates deals
The adidas kit deal runs to 2034 and the Emirates shirt sponsorship to 2031, with both covering women’s and basketball teams.
Skechers signs Radamel Falcao and family
Falcao family deal spans boots, lifestyle, as Latin America ambassadors
Lidl’s Crivit adds a second elite ambassador
Following Steffi Graf, Lidl adds Giroud to Crivit’s ambassador roster — a second high-profile signing for its house sportswear label in 2026.
Joma renews Spain rugby kit deal for third time
Spanish sportswear brand Joma extends its technical kit supply agreement with the Federación Española de Rugby, first signed in 2016
Zalando signs five-year deal with Belgian football
The Berlin-based e-commerce platform becomes a top premium partner for Belgium’s men’s, women’s and youth national teams through end of 2030.
Montirex takes on Europe via JD Sports
The Liverpool-born challenger brand pairs a 24-location Spanish rollout with a culturally targeted athlete deal — built without a single outside investor.
Vuori expands its golf range with Tom Holland
A second, more sport-specific golf range shows how the California challenger is building technical credibility beyond lifestyle wear.
Derbystar named official ball of Futsal-Bundesliga
The DFB and Derbystar have unveiled Germany’s first standardized Futsal-Bundesliga match ball, mandatory from the 2026-27 season.
How K-pop is selling F1 merch, and why it matters
K-pop fandoms and Gen Z identity are turning F1 team merchandise into a premium category. The sporting goods industry is taking notes.
Oura Ring becomes official wearable of US Soccer
Oura Ring extends to all 27 US national teams, embedding biometric recovery tracking ahead of the 2026 FIFA Men’s World Cup.
Como 1907 launches luxury fan apparel model
Seven clubs join Como 1907’s RHUDE-backed push to reposition fan merchandise as a scalable premium lifestyle category.
Amazfit locks in exclusive Hyrox wearables role
Zepp Health’s Amazfit secures a three-year global deal with Hyrox, locking out wearable rivals from the fast-growing fitness racing series.
On doubles down on next-gen NIL
The Swiss brand adds an Australian middle-distance prodigy and a US collegiate hurdles star to a growing pre-professional talent pipeline.
Vuori makes Tom Holland a financial partner
The British actor takes a creative, strategic and financial stake in the California activewear brand’s international expansion push.
Under Armour and DICK’S back youth sports
Two of sport’s biggest brands are putting their weight behind a youth tournament platform with national reach.
Designer Thom Browne and ASICS turn a run into art
A limited-edition print magazine from Thom Browne and ASICS captures their Tokyo-set creative project.
PUMA and Pokémon launch 30th anniversary collection
PUMA celebrates Pokémon’s 30th anniversary with apparel, footwear and a basketball shoe — all built around the fan-favorite characters.
Versace and Onitsuka Tiger debut footwear collab
The TAI-CHI Sakura drops this Thursday – and shows how far Japan’s heritage sneaker brand has traveled from the track.
Adidas brings Trefoil back to World Cup
The Originals logo returns to World Cup federation kits for the first time since 1990, covering 25 partner nations including 13 qualified sides.
Nike signs Olympic figure skater Alysa Liu
20-year-old US gold medalist Alysa Liu joins Nike, anchoring a campaign and capsule collection targeting Gen-Z at the intersection of sport and streetwear.
Lidl, PreZero are UEFA’s first strategic partners
Schwarz Group extends UEFA deal through 2030 while adding grassroots nutrition and circular economy mandates to its sponsorship portfolio.
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.
What will the Chef’s next choice be?
Stephen Curry is speed-dating the footwear industry as he searches for Under Armour’s successor. His latest warm-up choice: On running shoes.
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