The Indicator | March 28th, 2025

Under Armour has revived its relationship with the National Football League to provide on-field footwear and gloves. Under the terms of the agreement, the NFL will support the company’s grass roots initiatives, including its UA Next platform that promotes youth sports and development. Under Armour will also receive the rights to include its logo on shoes and gloves that are worn on the field and will have access to NFL media platforms, content creators and distribution channels to promote the partnership on the field and during games. (WWD) 

Loop Earplugs, the Antwerp-based sound innovation company, has announced its limited-edition collaboration with McLaren’s Formula 1 team. The legacy British racing team has also named Loop as its first official earplug partner. (WWD) 

Nearly two months after BuyBuy Baby entered into a $5M purchase agreement that put it back with its former owner Bed Bath & Beyond, the baby retailer is staging a comeback. Beyond announced BuyBuy Baby will relaunch online in May. The retailer is hosting a “Baby Days” sales event, featuring baby essentials, registry picks and daily giveaways. (Retail Dive)

Hydrow (Foremost 50 at-home connected rowing brand) announced an exclusive partnership with Soho House, the global private members club. Through this partnership, Hydrow has become the exclusive provider of connected rowers to select Soho House locations worldwide, creating exceptional spaces that promote wellness, connection, and personal growth. 

Golden Goose is partnering with Instagram account, ’90s Anxiety, to launch a NYC store. The Venice-born brand will co-host, along with ’90s Anxiety, a day-to-night immersive event dubbed “Dreaming in New York City.” to celebrate the store launch. The store’s Con Amore concept combines personalization, hospitality and emotional connection, with the intention of creating a slower, more meaningful in-store experience. (Glossy)