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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
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.
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.
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