Columbia Athletics Announces Partnership With Luxury Reseller 2nd STREET USA
7/14/2026 10:00:00 AM | General
Fashion resale leader marks first collegiate partner in Columbia Athletics, as new Upper West Side location opened on July 10
NEW YORK – Columbia Athletics announces a new partnership with 2nd Street USA, a Japanese reseller specializing in luxury and vintage fashion. As part of the agreement, 2nd Street USA has been named an Official Partner of Columbia Athletics, marking the company's first-ever partnership in collegiate athletics.
As resale fashion continues to gain momentum among younger consumers seeking sustainable and value-conscious shopping experiences, the partnership positions 2nd Street USA to engage directly with Columbia's highly influential student population and loyal fan base. This announcement is timed with the opening of 2nd Street USA's second Upper West Side location (189 8th Ave), which opened Friday, July 10th, and marks two easily accessible storefronts for Columbia's community to engage with the brand.
"We are excited to partner with 2nd Street USA and welcome them to the Columbia Athletics community," said Mike Miller, Senior Associate Athletic Director for External Operations at Columbia University. "This collaboration reflects our commitment to creating meaningful opportunities that connect with our students, alumni, and fans beyond competition."
Founded in Japan, 2nd Street USA has experienced significant growth across the United States, establishing a presence in major markets nationwide beginning in 2018. Through the partnership, Columbia Athletics and 2nd Street USA will collaborate on a series of fan-focused activations designed to drive engagement both on campus and at the retailer's nearby storefront.
"We are proud to announce Columbia University as our first collegiate athletics partner. It is an incredible honor to partner with Columbia's storied athletics program," said Søren Keldsen, Marketing Coordinator at 2nd Street USA. "A passion for sports and a drive for fashion are inherently connected through self-expression. We are confident that this collaboration will allow us to champion Columbia's teams and uplift the entire campus community, both on and off the field."
Planned initiatives include product showcases and apparel displays at Columbia football and men's and women's basketball games, providing fans with opportunities to experience 2nd Street USA's unique fashion offerings firsthand. Additionally, fans attending select Columbia games will have the opportunity to unlock exclusive 2nd Street USA discounts and promotions by participating in designated in-game activations.
"Since opening our Columbia University store last year, our growth in New York has been remarkable, culminating in the grand opening of our 8th Ave location on July 10, our 12th store in New York state," continued Keldsen. "As we continue to expand our presence across the country, we are excited to partner with an institution that is deeply connected to the New York City community and home to a highly engaged student population. Gen Z consumers are driving the growth of resale and sustainable fashion, making Columbia an ideal partner as we introduce more students and fans to 2nd Street USA."
The partnership was facilitated by JMI Sports, Columbia Athletics' multimedia rights partner operating locally as Lions Sports Marketing, and B-Bridge International, 2nd Street USA's agency of record for U.S. market expansion. Together, the organizations helped establish a partnership that connects the fast-growing global retailer with New York City's most influential university community.
"The opportunity here was clear," said Adam Donaldson, Senior Vice President, JMIS Properties at JMI Sports. "As a fast-growing brand opening its doors just blocks from the school, this partnership creates a natural bridge for 2nd Street USA to tap into Columbia's passionate students, fans, and consumer communities, generating value that extends beyond traditional visibility. We are excited to welcome 2nd Street USA into the Columbia Athletics community."
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ABOUT 2ND STREET INTERNATIONAL
2nd STREET USA, Inc., a subsidiary of GEO Holdings Corporation, is the U.S. operator of "2nd STREET," Japan's leading second-hand clothing and reuse retail chain with over 900 locations in Japan and more than 1,000 stores globally. The company specializes in the buying and selling of high-quality secondhand designer fashion, bags, shoes, and accessories, alongside everyday casual wear. Driven by the mission to promote a circular economy and sustainable fashion, 2nd STREET USA provides eco-conscious lifestyle alternatives while rapidly expanding its retail footprint with over 50 stores across the United States.
ABOUT JMI SPORTS
JMI Sports is a leading media rights and venue development company that provides management of collegiate multimedia rights, sponsorship sales agency representation, and project management expertise for the development of collegiate and professional sports facilities. The company serves to maximize each client's economic potential through customized initiatives, from marketing and branding solutions to facility design strategies.
JMI Sports' signature collegiate multimedia rights partnerships include the University of Kentucky, UCLA, the University of Pennsylvania, the University of Pittsburgh, Harvard University, Columbia University, San Diego State University, University of California at San Diego, University of San Diego, and joint-venture properties at the University of Georgia (with Learfield), University of Notre Dame (with Legends), and Northwestern University (with Legends). JMI Sports also represents multimedia rights for several conferences, including the Ivy League, the Mid-American Conference, the Mountain West Conference, the Patriot League, and the Atlantic 10, and serves as third-party sales representation for premier sports properties, venues, and events including Rupp Arena at Central Bank Center, the Rose Bowl, the Penn Relays, and USA Volleyball.
JMI Sports was founded in 2006 by CEO Erik Judson and technology entrepreneur John Moores, former owner of the San Diego Padres. To learn more, please visit www.jmisports.com.
As resale fashion continues to gain momentum among younger consumers seeking sustainable and value-conscious shopping experiences, the partnership positions 2nd Street USA to engage directly with Columbia's highly influential student population and loyal fan base. This announcement is timed with the opening of 2nd Street USA's second Upper West Side location (189 8th Ave), which opened Friday, July 10th, and marks two easily accessible storefronts for Columbia's community to engage with the brand.
"We are excited to partner with 2nd Street USA and welcome them to the Columbia Athletics community," said Mike Miller, Senior Associate Athletic Director for External Operations at Columbia University. "This collaboration reflects our commitment to creating meaningful opportunities that connect with our students, alumni, and fans beyond competition."
Founded in Japan, 2nd Street USA has experienced significant growth across the United States, establishing a presence in major markets nationwide beginning in 2018. Through the partnership, Columbia Athletics and 2nd Street USA will collaborate on a series of fan-focused activations designed to drive engagement both on campus and at the retailer's nearby storefront.
"We are proud to announce Columbia University as our first collegiate athletics partner. It is an incredible honor to partner with Columbia's storied athletics program," said Søren Keldsen, Marketing Coordinator at 2nd Street USA. "A passion for sports and a drive for fashion are inherently connected through self-expression. We are confident that this collaboration will allow us to champion Columbia's teams and uplift the entire campus community, both on and off the field."
Planned initiatives include product showcases and apparel displays at Columbia football and men's and women's basketball games, providing fans with opportunities to experience 2nd Street USA's unique fashion offerings firsthand. Additionally, fans attending select Columbia games will have the opportunity to unlock exclusive 2nd Street USA discounts and promotions by participating in designated in-game activations.
"Since opening our Columbia University store last year, our growth in New York has been remarkable, culminating in the grand opening of our 8th Ave location on July 10, our 12th store in New York state," continued Keldsen. "As we continue to expand our presence across the country, we are excited to partner with an institution that is deeply connected to the New York City community and home to a highly engaged student population. Gen Z consumers are driving the growth of resale and sustainable fashion, making Columbia an ideal partner as we introduce more students and fans to 2nd Street USA."
The partnership was facilitated by JMI Sports, Columbia Athletics' multimedia rights partner operating locally as Lions Sports Marketing, and B-Bridge International, 2nd Street USA's agency of record for U.S. market expansion. Together, the organizations helped establish a partnership that connects the fast-growing global retailer with New York City's most influential university community.
"The opportunity here was clear," said Adam Donaldson, Senior Vice President, JMIS Properties at JMI Sports. "As a fast-growing brand opening its doors just blocks from the school, this partnership creates a natural bridge for 2nd Street USA to tap into Columbia's passionate students, fans, and consumer communities, generating value that extends beyond traditional visibility. We are excited to welcome 2nd Street USA into the Columbia Athletics community."
+++
ABOUT 2ND STREET INTERNATIONAL
2nd STREET USA, Inc., a subsidiary of GEO Holdings Corporation, is the U.S. operator of "2nd STREET," Japan's leading second-hand clothing and reuse retail chain with over 900 locations in Japan and more than 1,000 stores globally. The company specializes in the buying and selling of high-quality secondhand designer fashion, bags, shoes, and accessories, alongside everyday casual wear. Driven by the mission to promote a circular economy and sustainable fashion, 2nd STREET USA provides eco-conscious lifestyle alternatives while rapidly expanding its retail footprint with over 50 stores across the United States.
ABOUT JMI SPORTS
JMI Sports is a leading media rights and venue development company that provides management of collegiate multimedia rights, sponsorship sales agency representation, and project management expertise for the development of collegiate and professional sports facilities. The company serves to maximize each client's economic potential through customized initiatives, from marketing and branding solutions to facility design strategies.
JMI Sports' signature collegiate multimedia rights partnerships include the University of Kentucky, UCLA, the University of Pennsylvania, the University of Pittsburgh, Harvard University, Columbia University, San Diego State University, University of California at San Diego, University of San Diego, and joint-venture properties at the University of Georgia (with Learfield), University of Notre Dame (with Legends), and Northwestern University (with Legends). JMI Sports also represents multimedia rights for several conferences, including the Ivy League, the Mid-American Conference, the Mountain West Conference, the Patriot League, and the Atlantic 10, and serves as third-party sales representation for premier sports properties, venues, and events including Rupp Arena at Central Bank Center, the Rose Bowl, the Penn Relays, and USA Volleyball.
JMI Sports was founded in 2006 by CEO Erik Judson and technology entrepreneur John Moores, former owner of the San Diego Padres. To learn more, please visit www.jmisports.com.
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