- In August 2024, Fanatics, a global leader in licensed sports merchandise, announced a strategic partnership with Belk, a prominent U.S. department store chain. This collaboration aims to expand Belk’s inventory by integrating Fanatics’ extensive catalog of licensed sports apparel, jerseys, headwear, and collectibles into Belk’s digital platforms. Customers can now shop a wide range of fan gear—initially focused on NCAA teams, with more leagues to follow—directly on Belk.com and the Belk app. While Belk manages the shopping interface, Fanatics handles fulfillment and shipping, enhancing product availability and streamlining the customer experience
- In September 2023, Adidas launched the X Crazyfast Messi 'Las Estrellas' boots, a striking tribute to Lionel Messi’s 2022 World Cup victory with Argentina. Released shortly after his 'Infinito' boots, this signature edition features a design inspired by the Argentinian flag, with a white, blue, and gold colorway, and includes three stars on the heel to represent Argentina’s World Cup titles. The boots also showcase Messi’s logo, his iconic number 10, and a G.O.A.T. symbol. This release underscores the enduring power of player endorsements and commemorative merchandise in driving fan engagement and product demand
- In August 2023, Academy Sports + Outdoors extended its partnership with Fanatics, a global leader in licensed sports merchandise, to significantly broaden its assortment of officially licensed products. This expanded collaboration allows Academy customers—both in-store and online—to access a wider range of fan gear, including apparel, jerseys, headwear, and novelty items from top brands such as Nike, adidas, Mitchell & Ness, New Era, and more. The initiative underscores both companies’ commitment to enhancing product variety and accessibility, beginning with NCAA merchandise and expanding to other leagues as seasons progress
- In June 2023, Adidas officially unveiled the new Team India cricket jerseys for all three formats—Tests, ODIs, and T20Is—marking the brand’s debut as the official kit sponsor for the Indian national cricket team. The launch coincided with the World Test Championship Final, where the team debuted the new kits. Designed with Adidas’ signature performance technologies such as AEROREADY and made from 100% recycled materials, the jerseys reflect a blend of innovation, sustainability, and national pride. This release also underscores the growing influence of licensed sports apparel across global markets, including football and other team sports
- In May 2023, PUMA announced a landmark multi-year partnership with Formula 1, becoming the official licensing partner and exclusive trackside retailer for the sport. This agreement grants PUMA the rights to produce F1-branded apparel, footwear, and accessories, and to sell official fanwear for all ten F1 teams at race circuits starting in 2024. PUMA will also supply uniforms for F1 staff and launch lifestyle collections that blend motorsport culture with streetwear fashion. This move reflects a broader trend among major sportswear brands to expand their licensing portfolios across global sports, including football
