Xavier Hunter

Nearly 200 CrossFit athletes from around the world converge on Fort Worth, Texas, this week to compete for the title of the “Fittest on Earth” at the 18th annual CrossFit Games. Thirty-nine men, 40 women and 30 teams of four members undertake a wide range of physical...

Since becoming the face of NIL three years ago, college basketball players Haley and Hanna Cavinder have built a platform that will set them up for the future after their playing days have wrapped up. The twin guards, then playing at Fresno State,...

NBCUniversal has created a roster of its own for the Paris Games that features 27 content creators who will be on the ground sharing their experiences. In partnership with Meta, Overtime, Snapchat, TikTok and YouTube, the “Paris Creator Collective” will allow fans to view the Games through the lens...

The WNBA boom continues heading into the All-Star break, as data provided by Fanatics shows that sales of league merchandise across the retailer's network of sites have increased by over 500% since the beginning of the regular season compared to the same period last year. This marks the highest...

MLS and Adidas are featuring five clubs -- Inter Miami, Sporting K.C., LAFC, the Galaxy and the Timbers -- in the launch of the Adidas x MLS Archive Collection. It includes third jerseys that will be worn by the clubs three to five times through the rest...

Under Armour has signed endorsement deals with Univ. of Miami women’s basketball players Haley and Hanna Cavinder. The three-year partnership marks the first exclusive apparel and footwear deal for the twins, who boast 4.5 million followers on TikTok . Serving as brand ambassadors,...

Overtime is partnering with Visible on the newest season of its “Draft House” series titled “Overtime's Draft House presented by Visible, the first-all digital wireless service in the US, powered by Verizon.” This season will follow NBA prospects Jared McCain, Kyle Filipowski and Devin Carter’s preparations leading to...

The West Coast League Portland Pickles have secured a partnership with cannabis company Cycling Frog that will make the brand the exclusive THC beverage partner of the team for the 2024 season. This marks first time that a sports team will sell hemp-derived THC products at a live...

Don’t Quit CEO Mark French broke down the company’s emergence in the sports nutrition industry during SBJ’s Brand Innovation Summit in Chicago, highlighted by a new partnership with iHeart Media announced onstage Wednesday . French described how Don’t Quit is tapping into...

Saratoga Race Course finds itself in the rare situation of hosting the Belmont Stakes this week, and the famed venue has prepped for the final leg of horse racing’s Triple Crown by boosting seating, hospitality and sponsor involvement. For the first time since...