Gilbert extends World Rugby deal to 2033
Gilbert and World Rugby have extended their partnership to 2033, with Gilbert remaining the official ball supplier for all Rugby World Cups.
Léon Marchand joins Speedo as global ambassador and innovator
Four-time Olympic gold medallist Léon Marchand has joined Speedo as global ambassador, working on product innovation and mentoring young swimmers.
Freeride World Tour teams up with Faction Skis and Phaenom Footwear
The annual series of events for freeride skiers and snowboarders has agreed a three-year deal with the two Swiss-based brands.
Forbes Space eyes ads in orbit
Forbes Space launches a platform to take brand campaigns into orbit and opens a Turin office to connect Italy’s industry with space.
Columbia’s bold brand relaunch: Connecting with new audiences while honoring Its roots
Columbia has completed a comprehensive brand relaunch featuring a humorous campaign approach that returns to the company’s 1980s roots while targeting younger consumers in an increasingly competitive outdoor market. In this interview, Romain Cancilleri-Michy, Senior Brand Marketing Manager Europe at Columbia, explains how the company and modern consumers understand outdoor today and how it is positioning itself for long-term growth in a highly competitive market.
CCM Hockey partners with World Para Ice Hockey
CCM Hockey will supply uniforms and equipment for World Para Ice Hockey officiating crews at three major 2026 events, including the Paralympics.
SW Network wins Fila, Foot Locker mandate
Metro Brands appoints SW Network to handle Fila’s digital creative and Foot Locker’s mainline campaigns, aiming to boost athleisure and sneaker culture in India.
Speedo partners with GB Deaf Swimming team
Speedo has partnered with GB Deaf Swimming ahead of the Tokyo 2025 Deaflympics, providing performance kit including Fastskin racing suits.
Dick’s launches Nickelodeon sports surprise show
Dick’s Sporting Goods’ in-house studio is launching a six-episode makeover show on Nickelodeon to support under-resourced youth sports teams.
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.
Alfa Romeo debuts limited athleisure line
Alfa Romeo enters the apparel space with a limited athleisure collection inspired by its Junior Veloce model, blending motorsport heritage with high-performance design.
FIS signs four-year deal with Hestra
The International Ski and Snowboard Federation has signed a four-year agreement with Hestra Gloves to procure gloves for all FIS staff worldwide.
Puma revives owned media play
The sports brand’s magazine revival reflects the industry’s rethinking of content distribution and audience ownership in an era of platform volatility.
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.
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.
Adidas x Miaou collection hits the market
Adidas Originals and Miaou’s debut collection, with a launch on Nov. 11, fuses motorsport aesthetics with bold feminine design in footwear and apparel.
Beckham knighted by King Charles
David Beckham has been knighted by King Charles III for his services to sport and charity.
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.
Zalando becomes DFB’s main partner
Zalando becomes main partner of the German Football Association, connecting fashion, lifestyle and the sports-lifestyle crossover.
