IRVING, Texas and PALM COAST, Fla. (December 3rd, 2025) - The Big 12 Conference and Designs for Sport, a Designs for Health brand, today announced a new partnership that brings science-backed sports nutrition directly to the epicenter of collegiate athletics. The first-of-its-kind collaboration features curated, performance and recovery bundles designed for the Big 12 community.

"We are excited to begin this one-of-a-kind partnership with Designs for Sport," said Big 12 Chief Brand and Business Officer Tyrel Kirkham. "The Conference is entering a new commercial space to provide the Big 12 ecosystem with unique access to essential supplements for competition, and recovery - on and off the field. By teaming with Designs for Sport on this initiative, the Big 12 continues to position itself as an innovator in college athletics."

Products include premium NSF-certified for Sport supplements such as: creatine, hydration packs, and all-in-one-vitamin formulations to support performance, recovery, and overall wellness. The initiative reflects shared values of innovation, athlete health, and excellence in performance. Designs for Sport brings over 35 years of leadership in science-based sports nutrition, with products trusted in more than 200 collegiate and professional locker rooms across North America.

"This is a tremendous partnership in the world of college athletics," said Designs for Sport Sales Director, Joseph Imberlina. "We are excited to be engaged in a truly collaborative effort to support the Big 12 Conference, as well as its loyal and passionate fanbase, making Designs for Sport a proud part of the Big 12 experience."

The partnership will debut on Saturday, December 6 in conjunction with the 2025 Edward Jones Big 12 Football Championship and will be immediately available for purchase at designforsport.com/pages/big12.

United Entertainment Group's UEG Ventures team concepted and is leading the partnership between the Big 12 Conference and Designs for Sport.

About the Big 12 Conference
The Big 12 enters its 30th year as one of the nation's premier conferences in college athletics under the leadership of Commissioner Brett Yormark. Since joining the Conference in August 2022, Yormark has elevated the Big 12 to new heights, emphasizing marketing, brand building, and installing an innovative strategy that has resonated across the college athletics landscape.

The Conference is comprised of 16 universities spanning 10 states and four time zones. The Big 12 members include Arizona, Arizona State, Baylor, BYU, UCF, Cincinnati, Colorado, Houston, Iowa State, Kansas, Kansas State, Oklahoma State, TCU, Texas Tech, Utah, and West Virginia.

The Big 12 began play in 1996 and is the home to 92 team NCAA national championships, and 775 individual champions. The Big 12 Conference office is located in Irving, Texas.

About Designs for Sport
Designs for Sport redefines what it means to fuel peak performance from within. We merge functional nutrition with modern sports science to create supplements that meet the uncompromising standards of elite athletes and the practitioners who guide them. Here, training and recovery converge with precise, science-backed formulations, education, and technology that support the whole athlete - body and mind. As sports science evolves and athletes demand more, we continue to innovate, to design performance without compromise

About Designs for Health, Inc., the Creators of Designs for Sport
Family-owned Designs for Health, Inc. provides high-quality nutritional supplements and functional foods to health care professionals and their patients. Built on a 36-year legacy of Science-First innovation and uncompromising quality standards, the company creates research-driven formulations with meaningful quantities of functional ingredients to support successful health outcomes. In recent years, this commitment has earned Designs for Health recognition as the #1 practitioner-recommended brand, and a trusted leader in product innovation, clinical education, and practice development.