- The Playbook
- Posts
- Volume 67 | Sound On
Volume 67 | Sound On
Josh Allen joins New Balance, Tom Brady returns for flag football, and HYROX teams up with Shokz. Plus, the latest gear drops, recovery finds, and a peek at the $190B fitness wearables market.
Alec Grawe
September 16, 2025 • Estimated Reading Time: 6 minutes
📰 The Pulse
Josh Allen Swaps Nike for New Balance
The NFL MVP has ended his 7-year partnership with Nike, signing a deal with New Balance. In his announcement, Allen published a heartfelt letter to his hometown of Firebaugh, CA, noting that New Balance’s values of community and authenticity resonated with him.
The Playbook Take: Big moves in athlete branding aren’t just about money—they’re about values and alignment. Allen’s switch shows how top talent is looking for authenticity and long-term partnerships, not just flash.
Shokz Joins Hyrox As Official Headphone Partner
The fitness competition brand has teamed up with Shokz for a new collaboration, blending endurance fitness with audio technology.
The Playbook Take: Fitness and tech continue to collide. This collab shows how hybridy athletes are embracing innovation that enhances performance without disrupting the flow of training.
🧬 The Shop
Somnee 2.0 | The next-gen Smart Sleep Headband features lab-grade EEG+ tracking, AI-powered personalized neurostimulation, and a reimagined comfort-first design for all-night wear.
Eight Sleep | Introduces a clinically-backed supplement to relieve jet lag. Pair with Eight Sleep’s app protocol for a personalized dosage and travel plan, exclusive to Pod users.
Nike Strength | Just dropped today, its latest evolution of kettlebells today — heavier, more ergonomic, and designed for both home use and pro strength training rigs.
Hydrow Arc Rower | Hydrow introduces its most advanced rowing machine yet, featuring upgraded hardware that supports the next generation of AI with patent-pending technology and the introduction of HydroMetrics, a data-driven experience designed to help members get more out of every workout.
Protein Pints | Rolls out two new flavors: Cookies & Cream + Coffee — more dessert-vibe, still packed with protein.
Bulletproof | Launches a high-protein iced coffee — aiming to bridge the gap between caffeine fix + functional nutrition.
Aion Gear | Drops a women’s weighted walking vest — built for urban walks, hikes, or just leveling up your daily steps.
Qitone | Releases a new coffee creamer — Your perfect coffee just got a ketone power-up in a delicious Sweet Cream flavor!
Create | Sour Peach Creatine Gummies
Pain Punch | Recovery drinks are getting smarter. Huge fan of this new brand I found. A powerful anti-inflammatory blend of natural ingredients featuring Omega-T Patented omega 3 emulsion and turmeric formulation.
🏔️ Elevate Your Adventure
Adventure isn’t just about getting from point A to B—it’s about moving smarter, safer, and more comfortably along the way.
LEKI trekking poles are engineered with ergonomic grips, SpeedLock adjustability, and lightweight materials to reduce strain and give your arms, shoulders, and joints the support they need.
Durable, versatile, and built for any terrain, they help you tackle trails with confidence—whether you’re hiking, trekking, or Nordic walking.
Think of them as performance support built into every step.
👉 Get 20% OFF here.
🎙️ On The Podcast
Steve Michaelsen, Co-founder & CMO of Leisure Hydration joins The Playbook podcast this week.
A former collegiate discus thrower and longtime Nike marketer, he grew up on Gatorade and Powerade like every other athlete. But during COVID, sitting on his mom’s couch with his brother (and now co-founder), Steve had an epiphany: hydration was stuck in the past.
Enter Leisure Hydration.
The brand positions itself as a “Gen Z Vitaminwater” — a lifestyle hydration drink with electrolytes, vitamins, and adaptogens like ashwagandha and L-theanine.
Packaged in sleek, non-carbonated cans (not plastic bottles), Leisure has quickly landed in Whole Foods, Costco, Chase Sapphire lounges, and even inside offices at Meta, Uber, and Tesla.
Listen to the full episode below for more of Steve’s entrepreneurial journey and life insights.
💰 The Boardroom
Under Armour x Boardroom
Showcase MLB's top talent in "King of Diamond," a four-part series capturing the spirit of Under Armour's King of Diamonds collection, launched at this year's MLB All-Star Game in Atlanta. (More)
Tom Brady to play in Saudi flag football tournament alongside current, former NFL stars
The NFL legend announced his return to the field for the Fanatics Flag Football Classic in Riyadh, Saudi Arabia, on March 21, 2026. Brady will team up with Rob Gronkowski and other NFL stars in this Olympic-style flag football tournament, which also serves as a potential stepping stone for flag football's debut at the 2028 Los Angeles Olympics. (More)
Overtime
Fitness Wearables Market Set To Hit $190B, but Data & Battery Life Hurdles Remain. (More)