All Marketing articles
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News briefsCastore agrees its first deal with a national football team
British sportswear brand Castore is the new kit manufacturer of the Football Association of Ireland (FAI). The multi-year agreement will run from this month until 2028, with the new home kit revealed on March 20. Castore is replacing Umbro, whose contract with the FAI was actually due to expire in ...
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News briefs
K-Way will outfit France’s team at the 2024 America’s Cup
K-Way will sponsor the newly formed Orient Express team, which is set to represent France at the 37th America’s Cup in Barcelona next year. K-Way is owned by Turin-based BasicNet, which is also the parent company of Superga, Kappa and other brands. K-Way will provide the competition gear as well ...
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News briefs
Shiffrin surpasses Stenmark: Most successful skier in history
Source: Atomic Mikaela Shiffrin’s victory no. 87 on March 11, 2023, in Åre, Sweden On Feb. 19, 1989, Sweden’s Ingemar Stenmark once won his 86th and final ski race and has held the record for most Alpine World Cup victories ever since. But now he has been ...
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News briefs
New research identifies female runners' safety concerns
Adidas surveyed 9,000 runners internationally to understand men’s and women’s experiences and perceptions of safety when running. 92 percent of women reported feeling concerned for their safety, with half (51%) afraid of being physically attacked, compared to 28 percent of men. Over a third (38%) of women have experienced physical ...
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News briefs
Puma signs Jack Grealish in new boot deal
Source: Puma Jack Grealish Puma has announced a new long-term partnership with Jack Grealish, the most expensive British football player ever. Grealish currently plays for Premier League club Manchester City and the England national team. The new boot deal with Puma has been described as “record-breaking” by ...
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News briefs
Fila partners with breakdance champion ahead of the sport’s Olympic debut
Fila has announced a new sponsorship agreement with Italian breaking champion Alessandra Chillemi. Breakdancing will be included for the first time on the Olympic Games’ agenda at Paris 2024. Chillemi, 23, was born in Messina, Italy, and is better known as Bgirl. She was crowned Italian Breakdancing Champion at the ...
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News briefs
Adidas and Yohji Yamamoto celebrate 20 years of their partnership in Paris
Adidas is celebrating the 20th anniversary of its partnership with Japanese fashion designer Yohji Yamamoto with a pop-up retail and exhibition space in Paris. The sports brand and Yamamoto came together two decades ago for Y-3, a label that combines sportswear with the designer’s lens. At the Parisian pop-up, hosted ...
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News briefs
“She’s back”: Puma announces renewed collab with Rihanna
Puma announced the return of its partnership with singer and businesswoman Rihanna and her Fenty brand with an innovative two-word statement: “She’s back.” The message was shared via a post on Puma’s Instagram page. Fenty x Puma Rihanna first signed a multi-year partnership with Puma in 2014 to ...
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News briefs
On announces professional running team in Australia
Swiss performance brand On has announced its professional running team, On Athletics Club, in Australia with the launch of the Oceania division. On Athletics Club is a two-year-old vision that began in Boulder, Colorado, with the objective of building a team of young athletes with potential. The company gives On ...
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News briefs
National Cycling League enters strategic partnership with Wahoo Fitness
The U.S. National Cycling League (NCL) announced a two-year strategic partnership with endurance athlete fitness technology company Wahoo Fitness. The NCL’s two mixed professional cycling teams – the Denver Disruptors and the Miami Nights – will train and compete exclusively with Wahoo products and software. In addition, Wahoo will sponsor ...
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News briefs
Gant celebrates its sportswear heritage
American clothing and fashion sportswear brand Gant is celebrating its heritage with a traveling archive exhibition, starting in New York. It will highlight the history of one of America’s first sportswear brands, exploring its contribution to the fashion industry and showcasing some iconic pieces from 1949 to the present day. ...
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News briefs
MLS and Adidas announce multi-year partnership extension
Major League Soccer (MLS) and Adidas have announced a multi-year extension of their partnership. Under the multi-faceted agreement, Adidas will continue to be the official outfitter of the U.S./Canadian football league, its clubs and youth academies. The brand will pay €780 million over the next seven years to continue as ...
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News briefs
Unibet starts sponsoring amateur basketball in France
Kindred Group’s sportsbook brand Unibet has generalized the name of its sponsorship program in France from #AuCoeurDuFootball to #AuCoeurDuSport (literally “in the heart or core of sport”). This year, the program will be supplying kits and other equipment (worth about €2,500 per club) to some 400 amateur clubs – 100 ...
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News briefs
Michael Jordan’s birthday fills grassroots organization’s budget with $2.3m
Basketball legend Michael Jordan celebrated his 60th birthday on Feb. 17, 2023. On the occasion, Jordan and his namesake label Jordan Brand have donated $2.3 million in community grant awards to 48 grassroots organizations in the U.S. Besides reinvestments in five organizations from 2021, 43 new organizations were introduced to ...
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Article
Puma gets ready to celebrate 75 years, in the real world and in the metaverse
On the occasion of its 75th anniversary, Puma has announced that it will celebrate its motto “Forever Faster“ – which is based on company founder Rudolf Dassler’s intention to give his athletes the agility and performance of a big cat – with various events. Dassler founded the “Puma Schuhfabrik Rudolf ...
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News briefs
Carvana Pickleball has its official shoe
Skechers will be the official footwear sponsor of the Carvana Professional Pickleball Association (PPA) tour as of the 2023 season, with its schedule of 25 tournaments. The company will be selling its shoes and apparel on site for the PPA Tour, and tour staff and referees will be wearing its ...
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News briefs
Adidas launches a new footwear design tournament
Adidas has announced the launch of a new Consortium Cup – a four week footwear design tournament, with 16 of the world’s most iconic sneaker stores going head to head for the chance to be crowned champions. Organized in knockout format, the Consortium Cup includes sneaker stores Overkill, Nice Kicks, ...
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Article
Forget the big game. The biggest competition is in the commercial breaks
Brands, including one of the global leaders in footwear, are paying big bucks for a coveted ad slot at the Super Bowl, but is it worth it?
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News briefs
Rihanna wears Salomons for Superbowl show
Singer Rihanna wore Salomons as she performed a highly-anticipated set for the famous half-time show at the 2023 Super Bowl LVII. The distinctive red sneaker worn by the megastar is part of a November 2022 collaboration between fashion brand MM6 Maison Margiela and Salomon. The MM6 Maison Margiela x Salomon ...
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News briefs
Paris 2024 unveils visual identity
The Organizing Committee for the Olympic and Paralympic Games (OCOG) for Paris 2024 has unveiled the “Look of the Games,” as the committee describes it in a statement. The visual identity of the upcoming Olympics was presented on Feb. 8 in Paris in the presence of Tony Estanguet, president of ...
