Founded in 2015 by Marten Fyknäs, Olof Sköld, and Karl Sköld, Maurten started by developing and launching its patented Hydrogel Technology. This technology enables athletes to consume high-carb “fuel” during training and racing without gastrointestinal distress.

The Maurten range includes gels, drink mixes, and solids. It also offers the Maurten Bicarb System, which uses microdoses of bicarbonate of soda mixed in a biopolymer soup to improve performance and help recovery.

The new funding is expected to help Maurten expand beyond sports into medical research and accelerate its focus on female-specific research.

“It’s an important moment that strengthens the diversity of our board,” said Sköld, Maurten CEO. “I have no doubt that accessing the expertise and network of female-founded Iris Ventures, and their deep understanding of the sports culture scene, will greatly benefit our ambitions to expand the reach of our innovations — across new markets and industries.”

Montse Suarez, founder and managing partner of Iris Ventures, commented, “Maurten is a game changer and has, from the outset, redefined athletic performance through world-class innovation in the sports nutrition category, seamlessly marrying product excellence with brand uniqueness and edge. The company consistently delivers on their ambitious plans, and we are thrilled to join forces with Olof and team.”

Florian Wojewodzki, partner at Iris Ventures, added, “Fueling is so mission-critical to performance that elite endurance athletes are incredibly discerning with what they consume. Credibility is vital. Maurten’s long and growing list of professional athletes is a testament to the efficacy of its products and uncompromising focus on innovation. In this context, we are extremely excited to be partnering with Maurten and look forward to supporting them in this next phase of growth.”

Image courtesy Maurten

The limited-edition capsule collection includes five footwear silhouettes and eight apparel pieces, including iterations of the Classic Leather SP Extra, BB 4000 Mid ll, and Classic Slide with a Tracksuit, Graphic Tee and Bodysuit offerings. The collection is ” infused with signature Juicy elements, including Velour, rhinestone detailing, metallic accents, and pink and black colorways.

 Highlights include:

• Tracksuits that play into current trends while paying homage to the original designs;
• Reebok’s iconic footwear embellished with Juicy rhinestones paired with Velour detailing;
• Bejeweled detailing that plays up the Juicy style while adding a twist to Reebok’s athletic wear; and
• updated silhouettes from Reebok’s archives, including a retro-inspired bodysuit with mesh panels, velour detailing and rhinestones.

“We continue to see consumer excitement around products with a nod to nostalgia and an emphasis on trends from the 90s and early 2000s,” said Stefani Fleurant, Executive vice president, sports and lifestyle marketing at Authentic, owner of the Reebok and Juicy Couture brands. “By blending Reebok’s athletic heritage with Juicy Couture’s bold style, we’re creating something totally new for consumers. It goes to show the lasting impact of both these iconic brands.”

The Reebok x Juicy Couture collection will be available on Reebok.com and select retailers starting July 24.

Images courtesy Reebok

Prior roles at Nike included VP and creative director, women’s apparel; senior product creative director, young athletes apparel design director, Jordan footwear and apparel; and apparel designer, global basketball, Nike Inc.

The appointment follows the hiring of Chris Blakeslee, former president of Alo Yoga, as president and CEO of Athleta in July 2023 as the Gap-owned chain has seen declining sales largely blamed on fashion miscues.

Athleta showed some recovery in the first quarter with comps up 5 percent, attributed to improved product and marketing activations. In 2023, Athleta comps declined 10 percent in the fourth quarter and 12 percent for the full year amid heavy discounting.

“Welcoming Tania as our head of design sends a clear statement about how we’re reinvigorating the brand and solidifying Athleta’s position as the leader in performance and design innovation,” said Blakelsee. “Her deep expertise across performance, lifestyle, and collaborations will enable us to double down on Athleta’s commitment to delivering unparalleled product designed specifically for women, by women.”

Image courtesy Athleta

Fourth Quarter Fiscal 2024 Financial Highlights

• Net sales were $159.1 million, an increase of $14.4 million, or 9.9 percent, over the comparable quarter last year.
• Gross margin was 35.5 percent compared with 29.0 percent in the comparable quarter last year.
• GAAP net income was $26.1 million, or $0.57 per diluted share, compared with $12.8 million, or $0.28 per diluted share, for the comparable quarter last year.

Full Year Fiscal 2024 Financial Highlights

• Net sales were $535.8 million, an increase of $56.6 million, or 11.8 percent, over the prior fiscal year.
• Gross margin was 29.5 percent compared with 32.2 percent in the prior fiscal year.
• GAAP net income was $39.6 million, or $0.86 per diluted share, compared with $36.9 million, or $0.80 per diluted share, for the prior fiscal year.

See below for expanded SGB Executive coverage of Smith & Wesson’s forth quarter and full fiscal year, including category sales and new product insights. 

EXEC: Smith & Wesson CEO Sees Company Outpacing Industry, Led by 1854 Launch

Thompson joins Paka after over four years as VP of product at Prana. Before that, Thompson served as VP of product for Marmot, general manager of exOfficio and director of global sales and marketing at Toad & Co for a combined tenure of over 10 years. Thompson experience is expected to support Paka’s innovation and transparent supply chain practices. Paka, a Certified B Corp, uses fully traceable alpaca wool from wild-roaming alpaca in Peru.

“It is a huge honor for me to join the Paka team and to be part of a brand that takes a holistic approach to its success,” said Thompson. “I have certainly been impressed by the brand’s fast growth but even more impressed by the positive impact it has had on the communities and natural spaces where its products are produced.”

“Brian has the heart and deep passion that Paka is built on,” Kris Cody, founder and CEO of Paka, said. “This, alongside his excellence as a people leader made it an easy choice. We’re eager to engage him.”

Paka also introduced an advisory board to guide the brand through a new era of growth. Russ Hopcus, long-term outdoor industry executive and former president of Prana; Pete LaBore, tenured outdoor executive with Backcountry, Reformation and current CEO at Christy Sports, and the leadership team at Yeti Capital unite to make up the brand’s new board with a shared belief that the business has both the capacity and responsibility to be a driving force for social, environmental, and economic change in the industry.

Early 2024 data from RunSignup, the employee-owned company that offers online race management tools for endurance events and nonprofits, shows that prices have increased and younger runners are slowly making their way to races.

Other key takeaways from the company’s report include:

• Large races (5,000+) grew 9 percent. Midsize and large races have seen a slower post-pandemic recovery than small races, with races of more than 5,000 participants still lagging 16 percent behind 2019 levels in 2023. Early 2024 shows a reason for big races to be encouraged, with races of 1,000 to 5,000 participants and races of 5,000-plus participants increasing an average 9 percent compared to 2023.
• Race churn steady at 5 percent. Before the pandemic, RunSignup found that 5 to 7 percent of races over 500 participants did not recur in the following year. In 2023, that number returned to normal at 5.9 percent and is forecasted to be consistent in the first half of 2024.
• Average price rose 4 percent to 9 percent. Races continue to raise prices to compensate for inflation and increased costs, with 10 K’s showing the biggest change— 2024 prices are 9 percent higher than 2023 and 20 percent higher than 2019.
• 16 percent of participants are between ages 18 and 29. Race participation by 18- to 29-year-olds continues to increase slightly in the first half of 2024, up from 15 percent in 2023. However, while it’s encouraging that youth participation has increased for the third year in a row, participation levels lag behind the 2015 to 2017 rates of 18 percent to 22 percent.

RunSignup Founder and CEO Bob Bickel said, “The data from the first half of 2024 tells us the same thing our customers and research have suggested: the endurance industry has not only bounced back, it is growing. Now is the time to capitalize on enthusiasm with engaging race day experiences that will bring runners back year after year.”

Image courtesy Maine Coast Marathon

“Janelle brings a wealth of experience and a fresh perspective that aligns perfectly with our vision for the future of Rip-It,” said company Co-Founder Matthew Polstein. “We are confident that under her leadership, we will continue to innovate and achieve great milestones.”

“I’m incredibly thrilled to join the dynamic team at Rip-It at such an exciting time in the company’s journey,” said Anderson. “Together, we will continue to disrupt the industry by offering innovative performance and safety gear specifically designed for female athletes while we support and celebrate them.”

Rip-It manufactures footwear, apparel, and sports equipment focusing on female athletes and volleyball, softball, and soccer categories.

Images courtesy Rip-It

Castore replaces the Danish brand Hummel.

Under the multi-year agreement, Castore will supply travel wear, playing and training kits for Everton’s men’s, women’s and Academy squads, including home, away and third kits.

The partnership will begin during the Club’s final season at Goodison Park and extend into its new 52,888-capacity waterfront stadium. By becoming a founding partner in the stadium, the sportswear brand has access to enhanced commercial opportunities and media rights, with a planned opening in the summer of 2025.

Tom Beahon, co-founder of Castore, commented: “We’re immensely proud to be partnering with Everton Football Club as a technical partner and an Everton Stadium founding partner. Everton are pioneers of the beautiful game and the Club’s history of consistently striving for new innovation and setting new norms is a great match with our foundational belief that ‘Better Never Stops‘. Being from Merseyside, we truly understand what football means to people in this part of the world and, for that reason, we are looking forward to being part of what is an inspiring and once-in-a-generation journey ahead for Everton.“

Switching to a new technical partner marks the conclusion of Everton’s four-year partnership with Hummel. Like Hummel, Castore will collaborate with Everton’s official retail partner, Fanatics.

The agreement adds to Castore’s portfolio of sports partnerships, including England and Wales Cricket, McLaren F1, Oracle Red Bull Racing, pro tennis player Andy Murray and Olympic athlete Adam Peaty.

Richard Kenyon, chief commercial and communications officer at Everton, said, “We are really pleased to welcome Castore as our new technical kit partner from next season and to announce them as the first Founding Partner of Everton Stadium. The agreement – another record deal for the Club – sees us link up with an ambitious and innovative sportswear brand and comes at a historic time for Everton as we prepare for our stadium move.

“From our very first conversations, we could see how excited Castore was about the opportunity to work alongside us during this period and we’re looking forward to launching the first set of products this summer.

“It was also really pleasing that Castore could see the commercial opportunities in becoming a founding partner at our new stadium and it seems fitting that such an ambitious and successful brand from our region is the first of several stadium partners we will be announcing in the coming months.”

Image courtesy Castore

Before that, Hidalgo worked at Fox Racing as a key accounts manager. Reportedly, Hidalgo has built strong relationships with independent retailers and specialty chains, including Zumiez, Tillys, Scheels, and REI.

Kreedom Eyewear’s Co-founder and CEO, Sean Sullivan, stated, “Hidalgo will join the team on June 24.”

“I am looking forward to joining the Kreedom team, meeting and working with all of the reps and retail partners and becoming a key ingredient in the future growth of the brand,” commented Hidalgo.

Sullivan added: “Brandon’s personality, determination, leadership qualities, and experience make him a tremendous addition to the Kreedom management team.”

Dave Cohen departed the company. Cohen reportedly led the national sales team through two consecutive years of double-digit growth.

Kreedom Eyewear, headquartered in Henderson, NV, offers a diverse range of moderately-priced eyewear in the surf, skate and snow markets. Its products are under the Kreedom, CrushEyes, Rove, KRD, and 1LensReader labels.

As part of the DTG2Go Exit Plan, Delta announced that it has ceased production operations related to all DTG2Go manufacturing effective June 13.

Delta said the DTG2Go Exit Plan reduces the number of company employees by approximately 115. In connection with the plan, Delta Apparel will permanently close its DTG2Go facility in Storm Lake, IA, in addition to its printing facilities within distribution centers devoted to the Delta Group operating segment in Cranbury, NJ; Fayetteville, NC; Phoenix, AZ; LaVergne, TN; and Miami, FL.

The company expects to implement the DTG2Go Exit Plan substantially within 120 days. Once all related activities are completed, the company will know the final costs and cash expenditures related to the Exit Plan.

The company expects to incur the following:

1. Restructuring charges attributable to net cash payments primarily for employee-related benefits,
2. Equipment decommission costs, and
3. Other restructuring costs and future cash expenditures are the amounts the company cannot estimate in the Current Report on its Form 8-K. The restructuring charges are expected to be incurred at the beginning of the company’s third quarter of fiscal year 2024.

Delta said it continues to be “keenly focused on evaluating its business strategies and managing its working capital and costs in light of significant market, operational and liquidity challenges, including:

• The company’s receipt of notice in May 2024 that the largest customer using DTG2Go’s digital model no longer intends to source production from the platform.
• The company’s deteriorating liquidity position, including its limited cash and cash equivalents and its inability to raise additional capital or obtain necessary liquidity to have sufficient resources to fund its operations, continues to prevent it from purchasing the yarn, dyes, chemicals and other production materials needed to supply its manufacturing facilities and allow them to run at levels required to meet its business plans;
• Significant reductions in demand across certain of the company’s business units during fiscal year 2023 and the beginning of fiscal year 2024, which has impacted the company’s operating results and financial position, and
• Delta’s continued non-compliance with certain covenants in its U.S. asset-based revolving credit facility constitutes a breach of that agreement and an event of default that remains uncured at the time of the latest regulatory filing.

Delta said, “The DTG2Go Exit Plan was approved after evaluating the ongoing market, operational and liquidity challenges discussed above, including the expected impact of the loss of DTG2Go’s largest customer on forecasts of DTG2Go’s current and future years’ business performance. In addition, the company’s deteriorating liquidity position and lack of funding have continued to prevent it from purchasing raw materials necessary to operate its manufacturing facilities and to pay compensation and benefits due to employees. As previously disclosed, the company also continues to explore the potential sale of its Salt Life business and continues to evaluate all strategic options and alternatives.”

Image courtesy DTG2Go 

The suspension was not related to demand for the company’s offering.

“The book of demand was covered across the price range from the first hour of bookbuilding and is well oversubscribed across the range,” said the statement.  “As part of the IPO process, the company has engaged widely with investors. The reception of the story has been very positive, with strong support across the investment community.”

However, “the significant deterioration in market conditions following European Parliament elections this month and the calling of a general election in France have impacted European markets performance and, in particular, the luxury sector.”

The statement added that the IPO will be “reassessed in due course,” but a source told Women’s Wear Daily the offering could be delayed until 2025.

Nordstrom also has 26 Nordstrom full-price stores in the state.

“We look forward to being a part of the Tarzana community and serving our customers with an amazing offering of great brands at great prices,” said Gemma Lionello, president of Nordstrom Rack. “We’re excited to grow our footprint in the Los Angeles market and introduce new customers to the Nordstrom experience.”

Lionello added that in this location “customers will be able to take advantage of our convenient services such as online order pick up from both Nordstrom.com and NordstromRack.com, and they can make returns easily.”

The 25,000 square-foot store will be located in Village Walk, a shopping center that includes a LA Fitness, among other retailers.

Gunstores.com, an American Sports Group Company, hired Eric Wille as its new vice president of business development.

Wille has over ten years of experience working in the firearms industry, including in various leadership roles at Orchid, Gearfire, and AcuSport.

“Joining Gunstores.com is an exciting opportunity to be part of a forward-thinking company that is dedicated to enhancing the firearms customer experience,” said Wille. “I look forward to working with the talented team to build on their success and drive new initiatives that will further solidify our position as the destination to help consumers shop and shoot local.”

Photo courtesy Gunstores.com

The relationship will start with Adidas outfitting LOVB’s pro and club athletes for the upcoming season.

LOVB’s first season will feature teams in six markets: Atlanta, Austin, Houston, Madison, Omaha and Salt Lake.

LOVB and Adidas will enlist LOVB’s Athlete Council – who have 14 Olympic medals and multiple World Champions titles amongst them – to provide direct input into the pro uniform design process, while both LOVB pro athletes and club juniors will be invited into designing the next generation volleyball shoe.

In addition, Adidas’ partnership with LOVB includes outfitting select junior clubs for this upcoming season, and expanding to supplying all LOVB youth athletes with custom uniforms and footwear over the course of the partnership. As the largest footprint of youth volleyball clubs in the country, LOVB has more than 14,000 athletes competing from clubs across 22 states. These clubs include Atlanta’s A5, Houston Skyline and Premier Nebraska, which all rank in the top-10 nationally. The partnership will also include co-branded and officially licensed merchandise designed for both young players and their families, as well as the fans of LOVB’s pro league.

Adidas and LOVB noted in the release that volleyball continues to be the fastest-growing sport for girls in the U.S. with junior volleyball club tournaments seeing significant growth across the country.

“LOVB is on a revolutionary path to grow the sport of volleyball in the US, from club to pro, and we could not be more excited to build the future vision of volleyball together,” said Christine Shelby, director of volleyball at Adidas. “With more than 38 million current and former volleyball players in the US alone, we are thrilled to partner with LOVB to outfit today and tomorrow’s athletes. Growing sport at the grassroots levels is one of our brand’s primary missions, so this partnership made perfect sense for us.”

“Since our inception five years ago, LOVB has centered around the unique power of a youth-to-pro community and making meaningful impacts for girls and women through the sport of volleyball. In Adidas, we could not be more excited to work with a company who has proven they share that same commitment, and is as passionate as we are about creating better experiences and more support for our young players and pro athletes,” said LOVB CEO and Co-Founder, Katlyn Gao.

Photo courtesy LOVB